Click-through rate (CTR) is a cornerstone metric of PPC marketing. Google search interest in the topic of CTR far exceeds that of conversion rate (CVR), even though conversions more directly align with the health and success of a business. A high CTR ad for “NYC Photography” targeted at NYC now reaches people nationwide who are “interested in” NYC. CTR increased 3% year over year while conversion rate dropped 10%, according to WordStream’s 2023 Google Ads benchmarks. It’s also useful to evaluate CTR when reviewing your ad against the Keyword Text segment to identify misalignment between keywords and ad text.