so, how exactly do you figure out what’s the best way to maximise your adwords campaign?
this article from se roundtable gets into nitty-gritty.
- ctr is important but not the be-all and end-all
- the ctr is normalized for ad position: if you are lower down the rankings you won’t be penalized for a low ctr
- think of the ad as the bridge to relevance: the link between the keyword and the landing page – both of which are important for the q score