Getting Impressions but No Clicks – Microsoft Ads for Cat Blog

Hello Erek,

Thank you for using our Microsoft Advertising Learn Q&A Platform! 

I understand that you are aiming to improve your CTR. I hope that the response provided here alongside the help resources can point you in the right direction for boosting your CTR and hopefully also your ROI.

After having gained valuable insights from tracking click-through rate (CTR), average ad position, cost per click (CPC), conversions, and conversion rate from the Campaigns page tabs or performance reports, you can consider several ways for improving the freshness, relevance, and performance of your campaigns and ads.

Improve your click-through rate (CTR)

A higher CTR means your ads are being clicked more:

• Improve your ad copy by addressing your customers directly (use "you" and "your") and being specific (use "50% off" instead of "big discounts"). Here are some other suggestions for writing effective ad content.
• Organize highly related keywords and ads into their own ad groups.
• Use the keyword planner to build effective keyword lists.
• Boost your average ad position.

Improve the average position of your ads on webpages

Ads in positions 1 through 8 of page 1 are most likely to be seen by potential customers:

• Increase the relevance of your ads to your keywords and landing page by writing effective ad content.
• Improve your quality score by examining and optimizing your landing page and keywords.
• Increase your keyword bids, and use bid adjustments with targeting to help increase your ad position and improve CTR.

The Microsoft Advertising quality score shows you how competitive your ads are in the marketplace by measuring how relevant your keywords, ads, and landing pages are to customers' search queries and other input. The quality score can range from 1 to 10, with 10 being the highest. You can see the quality score on the Keywords, Campaigns, and Ad Groups tables. You can use your quality score to help determine where to focus your optimization efforts and improve your ROI.

The expected click-through rate score reflects how likely your ads will be clicked and how well your keyword competes against other keywords targeting the same traffic. This score predicts whether your keyword is likely to lead to a click on your ads, taking into account how well your keyword has performed in the past relative to your ad's position. A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average.

Please also note that using Copilot in Microsoft Advertising can help you analyze trends, compare campaign elements, and uncover opportunities to improve performance. Make faster, data-driven decisions by leveraging AI-generated insights, such as:

• Analyze performance across time periods
• Compare two campaign elements side by side
• Diagnose shifts in performance
• Identify top- and bottom-performing campaign elements
• View account and campaign performance snapshots

For further details, please see the following help pages:

How do I improve my ad campaign performance?

Quality score and quality impact in depth

Understanding and setting performance targets

Understanding your performance with Copilot

Our support teams are happy to discuss your account in more detail via phone, chat or email to provide review assistance, please see our support page to reach out! 

I hope the information provided here will at least partly answer your question.  If you have any additional questions please do not hesitate to reach out to our support. I have also sent you a private message asking for further details. You are more than welcome to respond to me so that I can begin the investigation on my end.

Kind regards, 

Vahid | Microsoft Advertising Support Specialist | 800-518-5689