How CTR is calculated
Click-through rate
Clicks ÷ impressions × 100331 ÷ 18,400 = 1.8%Campaign Manager shows CTR per campaign, keyword, search term and placement. The search term and placement views are the ones worth reading.
What a good CTR is
It depends on where the ad shows and how well the search matches the product. Top-of-search placements draw more clicks than product pages, and a search for exactly what you sell draws more than a loose one. So compare a term with your own other terms and with its own history, not with an account average.
- High CTR, low conversion: the ad promises something the page does not deliver. Check price, images and the detail page.
- Low CTR on a search that fits: shoppers see you and choose another result. Main image, price and title are what they judge.
- Low CTR on a search that does not fit: the search is wrong for you. A negative keyword stops paying for impressions that never become clicks.
CTR in the whole funnel
CTR is the first step; unit session percentage is the last; ACOS is the price of the whole trip. For searches across the whole market, ads or not, Search Query Performance shows your click share beside your impression share.
Questions
- How do you calculate CTR on Amazon?
- Clicks divided by impressions, times 100. 331 clicks from 18,400 impressions is a 1.8% CTR.
- How can I improve my Amazon ad CTR?
- On searches that fit your product, test the main image, the price and the title. On searches that do not fit, stop advertising on them.
- Does CTR affect what I pay per click?
- Amazon weighs how likely an ad is to be clicked and to sell when it runs the auction, so an ad shoppers choose more often can win placements at a lower bid.
Keep going
GuidesUnit session percentageWhat unit session percentage measures, where to find it, what moves it.GuidesSearch Query PerformanceHow to read your share of impressions, clicks, cart adds and purchases.GuidesWhat is ACOSWhat ACOS stands for, the formula, and what pushes it up or down.GuidesAmazon negative keywordsNegative exact vs phrase, when to negate, and how to find the terms.