Since CTR is so important, you optimize all of your ads for CTR, and not forget about other metrics, like conversion rate. Success in PPC is not about Ad Rank and CTR. Always focus on business metrics first, and CTR second. There are times when a low CTR is OK – and maybe even a good thing. One of those times is when dealing with ambiguous keywords. Ambiguity is a necessary evil in any PPC program. People may search for your product or service using broad keywords that mean different things to different people. Always let performance be your guide. Low CTR is perfectly fine, as long as your keywords and ads are performing well based on your business objectives.
When a Low CTR Is OK:
