The truth about the click-through rate (CTR) for Google AdWords.

The CTR or click-through rate is a percentage which indicates how many people click on a link compared to the total number of views. A CTR of 10% means that if one hundred people that see an advert or a link, then click through to the underlying web page.

Google considers a CTR of 1% to be good for an AdWords advert.

As indicated by Google themselves, about AdWords-adverts: "In the search network, a click frequency is regarded as good if this is 1 percent or higher." ( Research has shown (Accuracast, 2009) that the position is also relevant; first place in adverts (8% CTR) is better than fifth place (1% CTR) and the average CTR for a Google AdWords-advert is around 2.5%.

Click Through rate

The CTR for a high position in organic search results

People tend to go to the organic search results for a search in Google, rather than the adverts that appear. The link that is in 1st place in the organic search results has a CTR of 35%, second place provides a CTR of around 15%. The ninth place, the penultimate position on the first page of search results still equates to a CTR of 2.6%, so higher than the CTR for an average AdWords-advert.

Research figures from Chitika - 2013
Google result traffic


  • Your web page is better off getting onto the first page of organic search results, the other pages will deliver few visitors.
  • The higher your web page is in the top 10, the more visitors it will have.
  • Google AdWords adverts deliver fewer visitors than a place in the top 10 of organic search results, but there are practical - and expensive - alternatives to get your web page onto the first page of the search results.

Experience what iPower plc could mean for your website - free of charge

iPower plc has developed a range of tools to increase the position of your website in Google's organic search results. Try two of them for free:

Would you like more info about optimising your website to achieve a higher position in Google's search results? Call us on - +32 (0)3 641 66 81 - or mail us on -


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