Just following on my last post about split testing, you have to look at the bigger picture when you’re checking which landing page/ad is the winner. Having a great CTR is what you ultimately want but the most important factor is the conversion rate and ROI. You could have a landing page that has a CTR of 75% but if it doesn’t turn your visitors into conversions then you would be better off with a lower CTR but actually presold visitors and converted X% of them.

The same with ads, you could word your ads to get the highest CTR, the best quality score and lowest bids but you are better prequalifying your traffic so that the people that actually click on your ad are interested and a potential customer.

Just bare that in mind when you are reviewing your campaign ready to make any necessary tweaks. Also make sure you read my previous post about knowing when your test is statistically significant.