CTR (Click-Through Rate)
The percentage of people who see a search result, ad or listing and click on it: clicks divided by impressions. On Amazon, CTR shows whether shoppers pick your listing over the competitors shown next to it. Amazon ad CTRs look low next to Google search ads, but each click comes from someone actively shopping.
In practice
On Amazon, CTR shows whether shoppers pick your listing over the competitors shown next to it. Low CTR on a well-targeted keyword usually points to the main image, the price, a low review count or rating, or a title whose first words don't match the search. Amazon ad CTRs look low next to Google search ads, but each click comes from someone actively shopping.
An ad shown 10,000 times that gets 180 clicks has a 1.8% CTR.
Why it matters
On Sponsored Products, better CTR tends to mean better ad relevance, which can lower cost per click - and so ACOS - at the same conversion rate.
Worth knowing
- Formula: CTR = clicks ÷ impressions × 100.
- The main image is the only visual shown in search results, so it drives CTR more than any other element.
- Negative keywords raise CTR by stopping impressions on searches the product can't satisfy.
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