Why a lower CTR can be better for your PPC campaigns
via searchengineland.com
Short excerpt below. Read at the original source.
Many PPC advertisers obsess over click-through rates, using them as a quick measure of ad performance. But CTR alone doesn’t tell the whole story – what matters most is what happens after the click. That’s where many campaigns go wrong. The problem with chasing high CTRs Most advertisers think the ad with the highest CTR […]