Click through rates have so much to do with the way Google works out a quality score.
Although Google was not specific about what precisely the quality score is, a good number
of PPC advertisers perceive that CTR is a top deciding factor. Of course, the lower cost incurred
per clicks has resulted in lower cost per leads and hence more earnings.

By the time web marketing experts shifted their focus purely on click through rates, nearly 40%
of the campaigns they embarked on achieved a click through that was above their target or goal.
They then used several months to work out on optimization, which finally led to about 80% of
their campaigns going above the CTR goals they had set.

Following are the tips and tricks that web marketing experts used in achieving such stunning
results with Click through rate optimization:

1. Make a change in keywords that generate searches but not clicks
   Experts often tend to have certain keywords that they feel important for their campaigns.
   However, some of these keywords do not generate substantial amount of traffic. If you have
   such keywords, it is time to make a change. It could be that you don’t really need such
   keywords after all, or the ads are not captivating to the target audience. When you make
   some well concieved changes to the keywords it not only results in more efficient customer
   targeting, but also helps reduce the search volume quite drastically.
2. Experiment with an entirely new ad copy
   Carry out an evaluation of the ad copy currently in use and maintain the most excellent
   performing ad. Create an entirely fresh ad and replace the old one with it, leaving it to run
   for a few weeks. At the expiration of the one week or two weeks period, rotate in another
   ad and finally keep the winning one for longer time.
3. Track down on constant search query reports
   This is a great way to set aside keywords that result in unwanted clicks or high volume of
   impressions. When you come across irrelevant search queries as triggers, tag them as
   negative keywords to enhance Click through Rates.
4. Examine the Search Partners Network
   It was also observed that Google’s Search Partners network was good at generating
   improved impressions without clicks. At other times, the Search Partner CTR was nearly
   half the same result it had generated on Google Searches. 

   Consequently, it is sensible to pause the Search Partners if no conversions are taking place.
   For instance, in one campaign recently carried out, it recorded 0.88 percent CTR. However
   when analyzed, it was realized that there actually was 1.19 percent CTR on Google Search
   and 0 percent on the Search Partners. Consequently, the entire campaign was dropping to
   under 1 percent.