The average person clicks their mouse more than 5,000 times a day.
Some of those clicks are more important than others.
You see, the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement is called click-through rate, or CTR.
In simple words:
It tells what part of the people who see your page actually click on it.
So, what is a good click-through rate?
This is the place you’ll learn about all the CTR benchmarks and more.
- Twitter has the highest average CTR – 2%, while LinkedIn has the lowest – 0.06%.
- The average CTR on Google paid search ads across all industries is 0.35% on the display network and 1.91% on the search network.
- With 3.40%, the dating & personals industry has the highest search click-through rate.
- The average CPC across all industries is $2.32 for search ads and $0.58 for display ads.
- The Tech industry has the highest display average click-through rate of 0.84%.
- Video ads’ average click-through rate on Facebook is over 2%.
- The average CTR across all industries is 2.70% for search ads and 0.89% for display ads.
1. The number 1 result in Google’s organic search results has an average CTR of 31.7%.
- Pages that have a question in their title have a 14.1% higher CTR.
- URLs containing a keyword have a 45% higher click-through rate.
- Having a meta description generates 5.8% more clicks.
- Only 0.78% of Google searchers clicked on something from the second page.
Being number one is extremely important in numerous fields. It’s no different when it comes to CTR. By occupying the top spot for a Google search, almost one-third of the clicks will be coming your way.
The top 3 results receive 75.1% of all clicks. Furthermore, moving up a single position in Google increases relative CTR by 30.8%. Optimize your page with a relevant meta description, URL, and a good title – this will increase your CTR even more.
2. The dating & personals industry has the highest search CTR – 3.40%.
- The lowest average CTR (1.35%) on the search network belongs to the legal industry.
- The average CTR in Google Ads across all industries is 1.91% on the search network.
- The technological industry has the highest display network click-through rate – 0.84%.
CTR depends on a couple of factors. For example, dating & personals industry has a very high standard CTR. On the other end of the scale, the industry average click-through rate for the legal companies is the lowest.
This is connected to the demographics of the audience and its online habits. So, it’s only natural for people on dating sites to click more. Lawyers who know exactly what information they need click less as a result.
Question time: What is the average click-through rate?
Across all industries, the average CTR for a search ad is 1.91% and 0.35% for a display ad.
3. 78% of people in the UK clicked on the first result when searching for Airlines.
(Source: Smart Insights)
- When searching for Airlines, only 7% went beyond the third result.
- 44% of users searching for computers & consumer electronics looked past the top 3 results, while 39% clicked on the first result.
- The three highest CRTs for the top 3 positions are in the Airlines, Broadcast Media, and Auto Manufacturers industries.
Yes, people rarely go beyond the top three results when doing a search. Or maybe not? It turns out it depends on the subject and the audience conducting the search.
Click-through rates for computers and consumer electronics have exactly the opposite tendency. Only 39% of people clicked on the top result, compared to 44% who clicked on the fourth result and downward.
4. 5-star rated listings have a 19% higher CTR from localized organic SERPs.
- There’s a 16% increase in clicks for listings with 4-star ratings.
- Listings with 4 stars saw an 11% click-through rate increase.
- Listings with 1-3 stars earned fewer clicks (3-11%) than listings with no stars (12%).
Online reputation goes hand in hand with click-through rate. It’s only natural when you think about it. Why would someone even waste a click on a business that has a 1-star rating?
On the other hand, excellent reviews will generate 19% more clicks for you. And just so you know, in this scenario 0 is more than 1. Heck, zero is even more than two and three. Businesses with zero reviews actually got 12% more clicks than 1-2-3-star ones.
And they said there is no such thing as bad publicity.
5. On mobiles, the average CTR in Google Ads across all industries is 4.10% on the search network and 0.60% on the display network.
- Travel & Hospitality, at 5.36%, has the highest mobile click-through rate of any industry on the search network.
- The second highest mobile CTR – 5.01% belongs to the Arts & Entertainment industry.
- The Internet & Telecom industry has the lowest mobile CTR rate on SERP’s – 3.05%.
Click-through rates on desktop devices (3.17% and 0.46%) are lower than CTR’s on mobiles (4.10% and 0.60%). It’s a logical conclusion since most of the world’s population uses smartphones.
One of the biggest google benchmarks for CTR on mobiles among all industries belongs to the travel & hospitality sector – 5.36%. Arts & Entertainment (5.01%), Hair Salons (5.00%), and Transportation (4.54%) are not far behind and are above the national average click-through rate.
Question time: What is a good click-through rate on Amazon?
Anything around 0.5% and above can be considered as a good CTR rate. Click-through rates below 0.3% are very bad and require a lot of attention. However, a well-thought and targeted campaign on Amazon can achieve a good click-through rate of 2-3% or above.
6. Males (6.88%) have a slightly higher CTR than females (6.67%).
- 20-24 years old users achieved click-through rates of 2.73% on average.
- People between 50 and 54 years had a good click-through rate of 9.26%.
- Registered users had a CTR of 6.95%, compared to unregistered – 4.97%.
It turns out that gender doesn’t really play a big role in click-through rates. However, age appears to be a factor with 50+ year-olds being responsible for a much higher CRT – more than triple that of 20-24 year-olds.
Maybe older people are just more patient and feel the need to click on more places. The younger generation is used to the internet, practically born with smart devices in their hands, and thus naturally more resistant to click baits and ads.
Douglas Engelbart, renowned inventor and engineer, created the computer mouse back in 1964. But the mouse may have never been! Engelbart had a prototype that implied using a tracking device connected to head movements. Ultimately, the manual mouse-clicking turned out to be more convenient.
Initially, the mouse had a lot of “haters”. In 1984, John Dvorak, a computer columnist, wrote: “There is no evidence that people want to use these things”.
Still, mice managed to squeeze their way into our homes. And Engelbart couldn’t actually harvest the fruit of his labor since the patent for it expired just before the mouse became widely used. Luckily, he had other inventions to live off, including the hypertext.
7. Moving up 1 spot in the search results will increase the average CTR by 30.8%.
- A CTR boost of 53.2% comes following a move from 6th to 5th position.
- Moving from number 9 to number 8 drives 5% more clicks.
- Progressing to 9th place from 10th actually drops the average CTR by 3.8%
It’s essential to be high in Google rankings, right? Right. Except, not always. It may sound strange, but it’s actually better to remain in the number 10 spot than “climbing” to 9th, which will see a drop in clicks.
The most positive result is seen when you move from 6th to 5th place – an amazing 53.2% boost in clicks. That’s why it pays off to constantly monitor your metrics. How often, you ask? According to 55.6% of experts that should be once weekly.
Question time: What is a good click-through rate on Facebook?
A good CTR for Facebook ads is between 2-5%. 30+ marketers were asked to share their average CTRs for their Facebook ads, and more than half reported average CTRs within that range.
8. The average email CTR in 2018 was 7.06%.
- In 2010, the average click-through rate was 3.56%.
- Click-through rate is the main evaluation of effectiveness for 70% of email marketers.
- The average email CTR in the US is 3.2%.
- In the UK, 3.9% is the average click-through rate for emails.
There are around 293.6 billion emails sent every day, although not all of them are top-notch. The good news is that click-through rates have risen from 3.56% in 2019 to 7.06% in 2018. So, anything above 7% is currently considered part of the email CTR benchmarks.
And here’s what the click-through rate formula looks like:
To calculate your click-through rate, simply divide the number of ad impressions by the number of clicks on your website. Or you can use a free CTR calculator, of course.
9. A paid ad which is the first result in Google has a CTR of 7.11%.
- Businesses typically earn $2 for every $1 spent on Google Ads.
- Bing has the lowest average CPC at $1.54.
- Google Ads with high commercial intent gets 65% of all clicks.
Cost-per-click or CPC is the amount you pay each time a user clicks on your ad. Nearly two-thirds of people who are searching for something with purchasing intent will click on a paid ad.
And to make things even better for PPC advertisers, around half of internet users cannot tell the difference between an organic result and a paid ad.
10. Twitter has the highest average CTR among social media – 2%.
- The average click-through rate for Instagram is 0.94%.
- LinkedIn has the lowest CTR at 0.06%.
- The average click-through rate for Facebook is 0.72%, though video ads on Facebook reach a CTR of over 2%.
The channel you display your ads on is very important and affects your CTR. LinkedIn has a primary purpose as a networking tool and offers limited outreach opportunities for advertisers. This can explain the minimal CTR of 0.06%.
Facebook and Twitter are the main players when it comes to the greatest CTR advertising on social media. It’s interesting to note video ads on Facebook have a much higher click-through rate than normal ads on the platform. This once again proves people are more tempted to click on videos.
Still, Facebook remains the preferred option for advertising. 91.69% of social media advertisers opted for Facebook. Thus, it’s not a surprise many businesses use Facebook to generate pay per click revenue.
You were promised knowledge about what a good click-through rate is. Now you have it. On top of that, you now know how to calculate your CTR. Compare that to the CTR benchmarks you saw and let us know if your CTR is good enough.
It’s up to you now. But remember – review42 is always one click away!