Expected CTR (Expected Click-Through Rate) is a component of Quality Score in Google Ads. It estimates how likely your ad is to be clicked when shown for a specific keyword.
Google predicts Expected CTR based on historical performance data, including:
- Past click performance of the keyword
- Account and ad performance history
- The competitiveness of the auction
- User signals and context
Expected CTR is rated as:
- Above average
- Average
- Below average
Why it matters
Expected CTR directly influences:
- Quality Score
- Ad Rank
- Cost per click (CPC)
A higher Expected CTR can lead to better ad positions at lower costs.
In short: Expected CTR predicts how appealing your ad is likely to be in the auction and impacts both visibility and cost efficiency.