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Relative CTR

Relative CTR

Contents:

 

* This data shows you how your account performs relative to the wider market and competitors. Find out more on this topic by reading our guide on impression share.

Relative CTR

Quick Description = Comparative CTR of your ads to competitors advertising on the same sites (Display Only)

Calculation:  Your CTR / Average CTR of all advertisers (on sites that show your ads)

Referred to as = Relative CTR

This metric lets you know how well your ads perform on the sites that they show on compared to your competitors. It is represented by a ‘multiplier number’, for example; if your CTR is 0.1% and the average CTR of your competitors is 0.08%, you would have a Relative CTR of “1.25x” meaning that your CTR is 1.25 times higher than the average of your competitors.

Typically you will only be able to see the CTR of your ads, so being able to benchmark your ads performance against your competitors is a valuable sneak peek at into how you compare. This lets you know that the performance of your ads is good or bad relative to competitors rather than just internally to other ads you control.

See our article on improving CTR to find out more about what you can do to improve this metric.

Types of Impression Share Metric

The following image is a screenshot from AdWords showing the available competitive metrics that can be added to columns in reports.
We expand upon each of the above types of impressions share metrics both below and in more detail in the guides linked to:

Search impression share

The share of impressions you received as a percentage of the total available impressions on Search Network. Read more about Search Impression Share.

Display impression share

The share of impressions you received as a percentage of the total available impressions on Display Network. Read more about Display Impression Share.

Search lost impression share (budget)

The share of impressions you lost as a percentage of the total available impressions on Search Network as a result of budgetary constraints. Be aware that this is metric is available only at the campaign level. Read more about Search lost impression share (budget).

Display lost impression share (budget)

The share of impressions you lost as a percentage of the total available impressions on Display Network as a result of budgetary constraints. Be aware that this is metric is available only at the campaign level. Read more about Display lost impression share (budget).

Search lost impression share (rank)

The share of impressions you lost as a percentage of the total available impressions on Search Network as a result of ads not ranking well.  Read more about Search lost impression share (Rank).

Display lost impression share (rank)

The share of impressions you lost as a percentage of the total available impressions on Display Network as a result of ads not ranking well. Read more about Display lost impression share (Rank).

Search exact match impression share

The share of impressions you received as a percentage of the total available impressions on Search Network for queries that exactly matched your keywords (regardless of keyword match type). Read more about Search Exact Match Impression Share.

Relative CTR

This metric lets you know how well your ads perform on the sites that they show on compared to your competitors.

More Information

If you liked this guide on Search Impression Share, you may also be interested in the following guides related to this subject:

  • ROAS (Return on Ad Spend)
  • ROI (Return on Investment)
  • Converted Clicks
  • All Conversions
  • Converted Click Rate
  • Conversion Tracking
  • Conversion Rate
  • Cross Device Conversions
  • Cost Per Converted Click
  • Avg. CPC (Cost Per Click)
  • Revenue Per Conversion
  • Conversion Optimiser

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