Click-through rate (CTR) is arguably the most important metric in paid search (organic, too, for that matter). It’s a key component in determining Quality Score. It’s indicative of copy that entices prospects to visit your landing pages.
Consumers click on exceptional ads, ads that address their needs or make an emotional appeal, and gloss over bad (or even fine) ones. And while it’s possible that too many clicks can flood your landing pages with un- and under-qualified traffic, if you’re optimizing your landing pages and running remarketing campaigns, the benefits of a high CTR are clear.