PPC News

The relationship between CTR, CVR, CPC and QS:

All are interrelated. CTR is defined as Click through Rate CVR is defined as Conversion Rate and QS is Quality score. CTR is really the largest component of Quality Score. If you increase the CTR, you will increase the Quality Score. It can be pretty tough to get scores of 9-10, but it is definitely possible.
The way to lower CPC via increasing QS is to increase CTR. if you increase CTR, you can lower CPC for the same ad position and increase ROI(Conv rate) . There’s a balance between CTR and Conv Rate and Avg Sale- you can optimize for all by focusing on ROI. But lower CPC also gets you more clicks and more impressions for the same budget