Money & metrics · also called keyword CTR, first-click rate, LP CTR
Lander CTR (keyword click rate)
Lander CTR is the share of landing-page visitors who click a keyword or related search term, taking them on to the page that shows search ads.
In a two-click flow the visitor first lands on a page that earns nothing by itself: a content page with related search terms, or a keyword lander. Only when they click one of those terms do they reach a results page with sponsored listings. Lander CTR measures that first step. Google's RSOC reporting calls it the first screen.
It is one of the three multipliers behind revenue per visit, and the one the operator controls most. It rises when the bought ad, the article and the search terms all point at the same need, and when the terms are visible and clearly worded. It falls when the ad attracted the wrong people or the terms are generic.
There are firm limits on how to raise it. Google's RSOC policies do not allow encouraging clicks, disguising the unit as navigation, or wording that misleads, and an unnaturally high rate invites scrutiny for accidental clicks. Relevance is the legitimate lever.
An example
Say 1,000 visitors arrive and 450 click a related search: lander CTR is 45%. With revenue per search of $0.60, each visit earns $0.27. At a 35% lander CTR the same traffic would earn only $0.21 per visit.
Related terms
Ad CTR (feed click rate)
Ad CTR is the share of searches or results-page views on a feed that end with the visitor clicking a paid ad.
CTR (click-through rate)
CTR is the percentage of people who click something after seeing it, calculated as clicks divided by impressions.
Related search terms
Related search terms are clickable search suggestions shown on a page, each of which opens a results page of ads for that phrase.
Two-click flow
A two-click flow is a monetisation path where the visitor first clicks a keyword and then clicks a search ad, with only the second click earning money.
RPV (revenue per visit)
RPV is total revenue divided by the number of visits to the landing page, showing what one arriving visitor is worth on average.
Keyword lander (keyword block page)
A keyword lander is a landing page made mostly of clickable keyword buttons, each leading to a results page of search ads.
Sources: Google AdSense Help: Related search for your content pages