⚡ Tier 2 - ImportantID: expectedCtr
Expected CTR
Quality Score sub-component: predicted click rate
In Simple Words (Zero Jargon):
Quality Score sub-component: predicted click rate
Why It Is Critical
Expected CTR is Google’s prediction of how likely your ad is to be clicked when shown for a given keyword, based on historical performance. It is the highest-weighted component of Quality Score. To improve it: write more compelling headlines, incorporate keywords naturally, and test strong action CTAs.
What You Get: Improving Expected CTR directly raises Quality Score - reducing your cost per click without raising bids.