Expected Click-Through Rate (CTR) is one of the three components that make up the Quality Score of a keyword in Google Ads. It is a prediction of how often users are likely to click on an ad when it appears for a particular keyword. Google calculates expected CTR based on historical performance data for that keyword and other factors such as ad relevance, landing page experience, and ad format.
Expected CTR is important because it helps Google determine the relevance of your ad to a user's search query. A high expected CTR indicates that your ad is likely to be relevant and useful to users, which can result in higher ad positions, lower cost per click, and better overall campaign performance.
To improve your expected CTR, you can focus on creating relevant and compelling ad copy, using relevant keywords, and targeting your ads to the right audience. It's also important to continually monitor and optimize your ads based on performance data to ensure that you are achieving your desired results.
