Expected clickthrough rate

A keyword status that measures how likely it is that your ads will get clicked when shown for that keyword, irrespective of your ad's position.

  • This status predicts whether your keyword is likely to lead to a click on your ads. We take into account how well your keyword has performed in the past, based on your ad's position. We only look at exact matches when determining your expected clickthrough rate.
  • There are three possible statuses you can get: above average, average, or below average.
    • Having an "average" or "above average" status means that there are no major problems with this keyword's expected clickthrough rate when compared to all other keywords across AdWords.
    • A "below average" status means that you might want to consider changing this keyword to be more specific. You could also edit your ad text so that it's more closely related to your top keywords.
  • Use this status to help identify keywords that might not be relevant enough to perform well.
  • This expected clickthrough rate is a prediction, so it's different from the actual clickthrough rates shown in the "CTR" column of your account. Unlike the "CTR" column, this status considers how this keyword performs both within your account and across all other advertisers' accounts. This status has also been adjusted to eliminate the influence of ad position and other factors that affect visibility, such as extensions.
  • It's possible for a keyword to have a high Quality Score and low expected clickthrough rate (or vice versa) because AdWords looks at a number of different quality factors when determining Quality Score. Even if your overall Quality Score is high, looking at the individual factors can help you identify potential areas for improvement.
  • To see the expected clickthrough rate status for your keywords, go to the Keywords tab on your Campaigns page and hover over the speech bubble icon next that's next to a keyword.
  • Paused keywords will retain whatever scores they had when they were last active. Therefore, it may not be useful to look at these scores over time. We encourage advertisers to focus on active keywords when looking at their Quality Score sub-metrics, since these scores will be constantly updated.

How to run a keyword diagnosis
See articles on keyword quality