Does Google search ad click-through rate really matter? 90% of foreign traders misunderstand

Is Google Ads click-through rate really not important? 90% of foreign trade professionals have misunderstood this

Many foreign trade business owners ask the same question when running Google Search Ads: Is click-through rate really that important? Some say it's fine as long as there are inquiries, while others claim low click-through rates don't matter. In reality, click-through rate is extremely important in Google Search Ads, and it directly determines how much you'll spend. Why is that?

Because in Google's system, click-through rate is one of the core factors for quality score. A low click-through rate makes the system think your ad is irrelevant to user searches, resulting in fewer impressions, increasingly expensive clicks, and even keywords becoming inactive over time.

Many foreign trade accounts have low click-through rates not because their products are bad, but because their ads "don't look like what customers are searching for." Remember, search ads aren't brand promotions - they should "look like the exact phrase users are searching for."

For example, if a customer searches for "carbon steel plate price" but your ad shows "high-quality steel material supplier," do you think they'll click? Probably not.

Another key point: B2B foreign trade must distinguish between "procurement-type searches" and "browsing-type searches." The searches that truly get high click-through rates and generate inquiries always contain words like "price," "supplier," or "factory."

So click-through rate isn't just about appearances - it's the foundation determining whether your ads can run stably long-term.

In my next article, I'll show you how to systematically improve click-through rate step by step.