The Clickthrough Rate or CTR refers to how many users who see your ad click through to your landing page. This is a relevant metric to optimize to increase your potential for conversions. If your landing page has a great offer and a high conversion rate, but nobody clicks through to ever see your offer, you’re missing out on potential revenue.
If you have a low CTR, this may be due to your ad copy, headlines, site extensions, callouts, and more. Modify your campaign message to better appeal your target audience and stand out.
If you have a fairly high CTR, continue to test new ad copy to work towards the highest CTR you can achieve.