In PPC, Low CTR = Low Profits

by Larry Kim
In my column today, I'll be talking about a PPC strategy that I first presented at SMX Advanced. Hopefully, it will convince you that pursuing a low click-through rate (CTR) is generally a losing bet. A few years ago, the low CTR strategy might have worked out very well for you — in fact, I'd argue that brands like eBay owe a great deal of their PPC success to low CTR strategies.Read the full article