There are many different reasons why you may want to optimize your account and there are many different places you can get started.
Optimizing your account for increased click through rate (CTR) is a good idea.
- is determined largely by its: click through rate (CTR),
- relevance to its ad group,
- historical performance,
- and other relevancy factors.
The higher the Quality Score of your keyword, the less you pay for each click (or impression, for certain placement-targeted campaign) on your ad.
A good click-through rate can vary depending on the industry you are in, but you can certainly work on increasing your CTR regardless of the percentage you are receiving today.
When optimizing for CTR, you need to be sure that your keyword list is comprised of highly relevant terms. You can increase your CTR through more targeted messaging. In addition, your team should develop a well-thought out ad copy plan and stick to it for the amount of time needed to develop a clear ‘winner’.
Having highly relevant keywords with highly relevant ads will also help to increase your CTR. Last, you should apply negatives from your search query report. Negatives will help to ensure that your keywords – especially, broad-matched keywords aren’t triggered for queries that are contrary to the products you offer.