I've just been doing some digging on my adwords, and noticed there has been a slowing falling CTR since April, which is the same time I started working for my currant company. But at the same time, click, impressions, conversion, revenue has all gone up. Is this a trend other people have noticed that as their campigns improve, and get more impressions and clicks that CTR has gone down.
Are there any tips anyone has for improving CTR. I'm in the process or Auditing the entire Adwords account anyway, and improving keywords, bids, ads, extentions, on page content anyway, but is there any extra bits which would help improve CTR