What does it mean if an ad has a high expected click-through rate?

A high expected click-through rate (CTR) indicates that the ad is likely to attract many visitors. This metric is an important performance indicator in online advertising, reflecting the ad's effectiveness in capturing the attention of users who see it. A higher CTR typically signifies that the ad's content, visuals, and targeting are resonating well with the audience, leading to more engagements. This can result from strong keyword relevance, compelling ad copy, and effective design, all of which encourage users to click on the ad rather than ignore it.

In contrast, other options do not align with the implications of a high expected CTR. Poor relevance to search queries would typically lead to a lower CTR, as users are less likely to click on ads that do not match their interests or needs. Similarly, if an ad does not compete well with others, it's less likely to have a high CTR since users may be drawn to more compelling alternatives. Lastly, an exhausted budget would not have a direct impact on the expected CTR; rather, it would limit the ad's exposure and reach, potentially leading to fewer clicks overall.