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The percentage of people who click on a link, ad, or call-to-action out of the total number who see it.
CTR applies across channels - search ads (average 3–5%), display ads (0.5–1%), email (2–5%), and organic search results (position 1 gets ~30% CTR, dropping to ~2% by position 10). Improving CTR involves writing compelling headlines, using strong CTAs, matching user intent, testing different formats, and optimizing visual hierarchy. CTR directly impacts quality scores in paid advertising and is a signal for organic search ranking.
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