A client is asking you why he should evaluate the number of clicks on his search ads relative to the number of impressions received. What should you tell him?
He can better understand whether potential customers find his ads appealing
He can better understand what happens after potential customers click his ads
He can get an idea of how many people who’ve seen his ads actually became customers
He can get an idea of how many people double clicked his ads
A high CTR is a good indication that users find your ads helpful and relevant. CTR also contributes to your keyword’s expected CTR (a component of Quality Score), which can affect your costs and ad position. Note that a good CTR is relative to what you’re advertising and on which networks.