Focus on conversions, not CTR

It's important not to worry if your clickthrough rate (CTR) on Display Network sites is lower than what you're used to seeing on the Search Network. It's normal for CTR to be lower on the Display Network because user behavior on Display Network pages is different than on search sites -- users on Display Network pages are browsing through information, not searching with keywords.

Remember:

•A low CTR on a Display Network site doesn't mean you're performing poorly.

•Your ad performance on the Display Network does not affect the performance, cost-per-clicks (CPCs), or position on Google search pages or on other pages in the Search Network.

For these reasons, we recommend that you use conversion tracking data and ultimately your ROI -- and not your CTR -- as the true performance gauge for your placements and Display Network performance.