CTR Benchmarks of Popular Ad Platforms

Click-Through Rate (CTR) serves as a crucial metric in assessing the effectiveness of marketing campaigns, specifically in capturing the attention and interest of your target audience. CTRs are likely to vary across different platforms, a variation primarily attributed to the unique characteristics and user engagement dynamics of each platform.

1. Google Ads (Search)

Average CTR: 1% – 3%

CTR on Google Ads ranges from 1% to 3%, but can fluctuate depending on industry competition and specific advertising goals. In most cases the CTRs can be higher due to the fact that Google Search Ads are based on the user’s intent, unlike most other platforms which are based on interest.

2. Google Display Network

Average CTR: 0.1% – 0.5%

CTR on Google Display Network is lower than search, usually at 0.1% – 0.5%. The ad inventory may include web pages in the Display Network of low quality, which may affect CTR. (This is why it is important to know how to read the placement report to avoid using up budget).

3. Facebook Ads

Average CTR: 0.9% – 1.3%

On average, CTR on Facebook Ads ranges from 0.9% to 1.3%. Content quality and audience relevance will affect CTR levels.

4. Instagram Ads

Average CTR: 1% – 3%

Instagram Ads have a higher CTR than Facebook Ads, with higher engagement especially with beautiful images and videos.

5. Twitter Ads

Average CTR: 0.5% – 1.5%

CTR on Twitter ranges from 0.5% to 1.5%. Like Facebook, content quality and advertising audience play a big role in determining CTR levels.

6. LinkedIn Ads

Average CTR: 2% – 4%

LinkedIn often has a higher CTR than other platforms, especially in professional environments. CTR levels can range from 2% to 4% or higher, reflecting corporate advertising goals.

So, where should I advertise?

It always pays to experiment various ad platforms.

Benchmarking CTR scores for your campaigns across ad platforms is important for shaping your advertising strategy. This helps advertisers better understand the effectiveness and diversity of each platform and allocate budget accordingly.