What is Expected Click Through Rate? Expected click-through rate is one of the three elements of a Google Search ads keyword’s quality score. Along with landing page experience and ad relevance, a high expected click-through rate will improve the quality of your advertising, lowering your costs. Click through rate details how often your ads were clicked as a percentage of how often they showed. You can calculate this yourself by dividing the number of impressions you have by the number of clicks. Expected click-through rate gives an indication of how your click-through rate ranks for your particular targeted keyword. The better the click-through rate, the higher your score. Improving Your Expected Click-Through Rate Ad copy The simplest way you can encourage a click is to first ensure that your ad copy is relevant to[…]

Read Luc Thomas's full post How to Improve Your Expected Click-Through Rate on the Dynamic Creative blog.