There has been a lot of discussion on this topic. Some people argue that CTR is the most important metric when it comes to generate growth; other say that ads should strive for a better conversion rate, otherwise you could get more clicks from “happy clickers”.
Let’s take a look at some data:
Yeah, I know, “correlation does not mean causation“, however I see this pattern over and over again at our clients accounts.
The reality is that in order to optimize CTR, you must get rid of traffic that doesn’t convert. Makes sense that with that, you also cut a lot of search volume and therefore you generate less impressions without clicks.
Creating better ads is of course a good strategy, but it can take you so far if you don’t also add negative keywords frequently.