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?

  • Clickthrough rate (CTR)
  • Converted clicks
  • Impressions
  • Conversion rate

The correct answer is:

  • Clickthrough rate (CTR)

Explanation: You can use CTR for Search Network campaigns, and conversions for the Display Network campaigns to measure engagement. Use reach and frequency numbers to learn how many people are exposed to your ad, and how often they see it.

Read more here: https://support.google.com/adwords/answer/1722036