CTR stands for click-through rate, which is a metric used to measure the success of an online advertising campaign for a particular website. It is the ratio of clicks on a specific link to the number of times a page, email, or advertisement is shown. CTR is calculated by taking the number of clicks on an ad divided by the number of impressions, and then multiplying by 100 to get a percentage. A high CTR means that a high percentage of people who see your ad click it, which is important to your account because it directly affects your Quality Score. Achieving a high click-through rate is essential to your PPC success, because it directly affects both your Quality Score and how much you pay every time someone clicks your search ad. A good CTR depends on your industry, and it varies from one industry to another. For example, for attorneys and legal services, the average click-through rate is 3.85%, so a good click-through rate for this industry might be something like 5-6%. For arts and entertainment, the average click-through rate is 10.67%, so a good CTR for businesses in this industry would be something like 11-12% .