Across all formats and placements, display ad CTR is 0.05%. This seems quite low, but it doesn’t mean that online ads don’t increase awareness and purchase intent. Looking at social media, Facebook ad CTR (1.11%) is higher than Twitter (0.86%), Instagram and LinkedIn (0.22% each). Brand searches are always going to yield higher CTRs, and for Google Ads it is 3.17%. Note that Responsive Display Ads on Google do much better than other ads. Other data shows that large rectangle ads have higher CTRs than other shapes, with full banner ads performing the worst.
Key Takeaways:
- Despite the low CTR, there’s evidence that online ads help increase brand awareness and purchase interest.
- Facebook CTR in the newsfeed is over 1%, although it has been declining.
- Average CTR in Google Ads is 3.17% on the search network, where the ads are more relevant to users.
“Across all ad formats and placements display ad CTR is just 0.05%”