Your client wants to increase the number of people visiting his website. When analyzing the data for Search campaign, which metric do you most want to improve
Correct Answer
Clickthrough rate (CTR)
Why is this the correct answer?
When a client wants to increase the number of people visiting his website from a Search campaign, the metric to focus on improving is clickthrough rate (CTR). CTR measures the percentage of people who see the ad and click on it — directly reflecting how compelling the ad is at driving visitors to the website. Improving CTR means more people click through to the site for the same number of impressions, directly increasing website traffic without necessarily increasing budget. Higher CTR also improves Quality Score, creating a compounding benefit.
Why are the other options incorrect?
Converted clicks
Converted clicks measure how many clicks led to a conversion — relevant for maximising sales or leads, not for the goal of increasing website visitors.
Impressions
Impressions measure how many times an ad was displayed — increasing impressions can bring more potential visitors but does not guarantee more clicks or site visits.
Conversion rate
Conversion rate measures what percentage of visitors complete a desired action — important for maximising conversions from existing traffic, not for driving more visitors to the site.
Real-World Example
A restaurant owner wants more people visiting his booking page. By rewriting ad headlines from Authentic Italian Restaurant to Book a Table Tonight — Award-Winning Pasta, CTR jumps from 2.1% to 5.8%. With the same budget and impressions, monthly website visitors increase from 840 to 2,320.