What Are Good Click-Through Rates for Online Advertising?

Online Advertising Guidelines

With the increase in online advertising, one of the things our clients frequently want to know is how to measure the effectiveness of their online ads. While there are a number of good measures, the simplest and most commonly used benchmark remains ad click-through rate (CTR).


So What’s a Good Click-Through Rate?

Since this is the next, and most obvious, question, we’re always ready with some answers. The first answer is that a good CTR is heavily dependent on a number of factors. Assuming most factors are generally equal, though, we can provide the following insight on targeted CTR for some of the most common online advertising options.


Search Ads

Location: Search Engines (Google, Bing, etc.) Google Text Ads

Media Type: Text

Primary Target: B2C

Good CTR: 3% to 6% 


Display Ads

Location: Display Networks (e.g. Google) or any website Google Display Ads

Media Type: Image

Primary Target: B2C

Good CTR: 1% to 4% 


Facebook Ads

Location: Facebook Facebook Advertising

Media Type: Image and Text

Primary Target: B2C

Good CTR: .1% to 1.5% 


Twitter Ads

Location: TwitterTwitter Advertising

Media Type: Text (promoted Tweets)

Primary Target: B2C

Good CTR: 2% to 4% 


LinkedIn Ads

Location: LinkedInLinked In Ads

Media Type: Image and Text

Primary Target: B2B

Good CTR: .03% to .1% 


Improving Your Advertising CTR

Here are a few factors that can have a significant impact on your advertising CTR.

  • Ad Targeting
  • Ad Copy and Keywords
  • Ad Creative
  • Type of Offer
  • Industry Competition
  • B2B vs. B2C Audience

With that said, there are a number of additional factors that can affect your CTR and describing them in detail is probably a good topic for another article.

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Article written by John Howard

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John is the founder and President of Frontera Marketing Group. A graduate of the University of Iowa, John had more than 20 years of professional experience in Sales and Marketing prior to founding FMG. His corporate background included a number of companies, industries and roles including National Account Manager, Product Manager, Brand Manager, Director of Trade Marketing, Director of Marketing and Vice-President of Marketing.

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One Comment


  1. Kim Sutton

    Thank you for this information! Having just started several advertising campaigns we were curious what CTR numbers we should be looking for! ~Sutton Creative Studios – http://www.suttoncreativestudios.com

    October 23rd, 2013 at 12:40 am Reply

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