A good CTR is one that makes your keyphrase profitable. On average, Adwords accounts will have a CTR around 2.0%. E-commerce sites might have an average around 6%. Accounts where a company only bids on terms related to their trademark might have a CTR around 15%. CTR is not a good metric to use to determine the success of your account. It depends on the focus of your site, the average position of your ads, the types of keyphrases being bid on, and how often spam impressions are created (for checking ranks, or activities like this). It’s good to try to improve CTR in certain cases, but the question “what is a good click-through rate, is not a good question.” It’s better to ask, “How can I make my ad better.”More on this from the Pure Visibility site.
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