The Quality Score component predicting how likely an ad is to be clicked when shown for a keyword, based on the keyword's history and independent of position and assets. It is Google's estimate of the ad's relevance to the query.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Expected CTR." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/expected-ctr/