Click Through Rate (CTR) is the number of times people click an item, in comparison to the number of times people see that item. The formula for click through rate is, CTR = clicks / impressions. For example, if your ad received 100 impressions and 3 clicks, your CTR is 3%. CTR can be used to gauge how well your keywords and ads are performing. Each and every one of your keywords and adverts have specific CTR's. You are able to see these specific CTR's in your adwords account. Click through rate is a good tool to use in order to indicate which ad campaigns are working. While there are no specific guidelines, you should always be working toward improving CTR. The more you can get your keywords and ads to align, the more likely your traffic will convert, making your CTR higher.
Ex. “I improved my CTR quite a bit when I added pricing info to my wedding photos ad - that clearly made more people want to click through.”