Paid CTR Vs Organic CTR for high ranked terms - say average position 2 in Adwords and average position of 4 in Google SERP

[gmk1567]

Consider a situation where we are getting 5000 impressions for a term in Adwords and Bing/Yahoo and the same term with the same landing page is ranked within top 5 positions of Google and Bing search.

If we get 2.00% CTR in Paid - Adwords and MSN average,  What will be the acceptable Organic CTR - which is available in webmaster tool?

Apart from Title and Description, what are the other areas need improvement to increase Organic CTR?

[EGOL]

Apart from Title and Description, what are the other areas need improvement to increase Organic CTR?

There are a lot of improvements that you can make beyond title and description.

• domain name

• file name

• +1 action

• schema.org data

• review/rating stars

• site links

• number of pages displayed

• apparent content quality in page preview

• breadcrumb sublinks

[JoeAmadon]

I'd agree with EGOL's suggestions for improving CTR.

As far as expected CTR for position 5 in the organic results, the average is around 1-2% CTR. This is going to vary depending on the quality of the other results (your CTR will be inversely related to the quality of the other results). You will also have to consider what verticals Google is pulling into the SERP. Your CTR might be worse than average if shopping results are showing above your listing.

You might also want to question the reliability of GWT impression and entrance data for the sake of testing CTR. In my experience the data they provide isn't accurate enough to come to a conclusion on the success of CTR tests.