Expected Click-Through Rate (CTR) is one of the components of Quality Score in Google Ads. It's a prediction of how likely it is that your ad will be clicked when shown in response to a particular keyword, considering how well your keyword has performed in the past. Here's how to check it:
Step 1 . Go to the "Search Keywords" Tab
Step 2. Modify Your Viewable Columns
Step 3. Activate the Expected CTR Column
You should now have an Expected CTR column in the table along with your other metrics.
Expected CTR is rated as 'Above average', 'Average', or 'Below average'. It's important to note that this metric doesn't take into account the impact of ad position, extensions, or other ad formats that may have influenced your ad's performance. Therefore, optimizing for Expected CTR involves crafting compelling, relevant ad headlines and descriptions to increase the likelihood that users will click on your ads.
Learn more about how to write better ads.