CTR stands for "Click Through Rate".
Click Through Rates in internet advertising indicate how well an ad is doing. It's a measure of how many searchers will click that ad or website out of the total number who viewed it in a search.
In searches CTRs should be at least 1% and can be anything up to 100% for highly focussed ads.
In display type ads, CTRs as low as 0.1% can be quite common.
Position on a page has a significant effect on CTRs. For organic search, the top slot may get 33% of the traffic, second gets 15% and third 9%. So even first page listings are living on bread crumbs below this level.
Depending on your business model, avoid being too aggressive with C2As. A happy balance is essential.
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