November 21, 2022

What is Click Through Rate in PPC?

The world of marketing can sometimes leave you feeling a little lost – dont worry you’re not alone! Even the most experienced marketers come across multiple problems on a daily basis but it’s all about how we overcome these struggles and the tools at our disposal. One lifesaver that we commonly use in the world of PPC is click-through rate. In this article, we talk you through exactly what click-through is, why it’s important, and how to use it to your advantage.

So, what is click through rate in PPC? Click-through rate (CTR) is a crucial and integral part of any form of Pay-Per Click marketing. CTR allows us to measure how well our keywords, ad copy and campaigns are performing, and is determined by the number of clicks your ad receives then divided by the number of times the ad has been shown.

Read on to learn more about CTR in PPC and why it’s an integral part of any campaign. 

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What is Click Through Rate in PPC?

The world of PPC relies heavily on CTR – the better the CTR, the better the campaign!

Click-through rate (CTR) is the best way a Pay-Per Click (PPC) marketer can identify if their campaigns are reaching the intended audience. CTR is determined by the number of clicks your ads receive then divided by the number of times your ad is shown. As an example, if you had returned 500 impressions with 50 clicks you would have a 10% click-through rate.

PPC Marketers use CTR to help their campaigns stay on track; they use CTR as an indication for what is doing well and what isn’t – they use this important information to make adjustments to their campaigns, such as ad copy and keywords, which over time will help the improve the quality of their account and will, hopefully, lead to an increase in conversions.

Why is CTR Important?

Click-through rate (CTR) is what makes the world of Pay-per-click (PPC) tick; it is what is used to provide you with the ability to understand your customers needs and routines. In short, PPC marketers use this data to guide their campaigns down the path to PPC success. 

As such, If PPC marketers didn’t have access to CTR, they would not be able to identify a good campaign from a bad one and opportunities and crucial campaign adjustments would all be missed which, in turn, would result in very poor overall campaign performance.

What is a Good CTR?

A good click-through rate can be a tough statistic to measure – there are many different contributing factors before a ‘good’ CTR percentage is returned. The current average CTR for search ads stands at around 1.9% with display ads reaching around 0.35%. Each industry is very different to the next; this is what will ultimately affect the returned CTR figure.

Is High CTR Good or Bad

The higher the click-through rate (CTR), the better! When you see an increase in CTR,  this provides an indication that the current ads are reaching their intended target audience. There are an array of benefits that come along with returning a higher CTR, you will receive an increase in overall conversion rate whilst also helping generate higher quality traffic to the site. We have listed the benefits of a higher CTR below.

Increased Conversion Rate

As previously discussed, to obtain a CTR figure, you simply divide the cost by the amount of conversions you have returned – the higher the returned conversions, the higher your CTR will be. The reason for this is because you have been reaching more of your intended target audience via your campaigns which in turn will improve overall account performance.

Higher Ad Impression Share

Higher Ad Impression Share can be one of the biggest bonuses of having a higher CTR. You will experience a lower cost-per-click, which in the long run when the clicks start to increase will really add up. Also, the higher the Ad Impression Share, the higher your ads will show which in turn can only benefit your campaigns even more.

Provides The Marketer With A Better Understanding

As previously mentioned, a PPC marketer can use the overall CTR to help them know whether their campaigns are performing well or not. The main benefit of this is that the marketer is made aware of any campaign adjustments that may need to be made, which in turn will allow the ads to benefit in the long term.

Improves Your Quality Score & Ad Rank

One of the most important benefits of a higher CTR is an increase in both quality score and ad rank. These increases will have a huge effect on your ads – this will allow the marketer to see whether your ads are reaching their intended target audience in the correct manner. When an increase in Ad Rank is seen, this indicates that you’re currently appearing higher up within better quality searches, this in-turn enables you to help the campaign both grow and develop in a positive way.

How Do You Calculate CTR for PPC?

Click-through rate is determined by the number of clicks your ads receive divided by the number of times your ad is shown. As an example, if you had returned 500 impressions with 50 clicks you would have a 10% click-through rate.

50 Clicks / 500 Impressions = 10% CTR

Wildcat Digital – PPC Agency in Sheffield

PPC is a crucial part of any marketing strategy and without it you may get left in the dust and that’s why Wildcat Digital are here to help. One main aspect of any good PPC campaign is a good click-through rate, and this can be a difficult thing to achieve but with the right help, you will be on the route to PPC success.

There are many various methods we use when it comes to PPC Marketing. Click-through rate is one of the main statistics that we focus on – the reason? It allows us to ensure that we’re doing a great job.

At Wildcat Digital we’re committed to helping businesses punch above their weight online. We offer SEO, PPC, Paid Social and Website services for a fraction of the cost of some better-known agencies. 

Post by

Braden Godley

Senior PPC Executive

Will Hitchmough


Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.

Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.

Chloe Robinson

Content Strategist Team Lead

With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.

Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.

Paul Pennington

SEO Account Director

Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.

Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.

Nadea van der Merwe

Head of Operations

Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business. 

Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.

Molly Sturgeon

SEO Account Manager

With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management. 

In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.

Libby Oldale

Senior PPC Account Manager

Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.

Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.

Jasmine Savery

SEO Team Leader

Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Team Leader. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.

In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.

Braden Godley

Senior PPC Executive

Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat. 

Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.

Jon Herdman

Senior SEO Executive

After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online. 

Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music. 

Rachel Davies

SEO Executive

Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side. 

Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.

Carl Atterbury

PPC Team Leader

Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.

In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.

Dariusz Baczyk

Team Lead & Technical SEO Account Manager

With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.

In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.

Jamie Stowe

SEO Account Manager

With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!

In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.

Andy Blanchard

SEO Executive

Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management. 

Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.

Siena Russell

Client Success Coordinator

Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond. 

Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.

Thea Chapman

Senior SEO Executive

Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go. 

Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening. 

Tom Brookes

PPC Executive

Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media. 

Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.

Rich Ayre

Head of Growth

Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.

Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.

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