How Important Is CTR in an Adword Campaign?

Hi There,

I am running a couple of adwords campaigns. The overall CTR for the campaign is dismal at less than < 1%.

However, some ads within the campaign are getting high numbers.

I have 478 adgroups - in each adgroup the same keyword appears, once as a broad and once as exact. I have about 10 ads for each adgroup. The headline is written specifically for the keyword and includes the keyword text.

This gives me a huge number of ads - close to 5,000.

I have been deleting ads with over a 100 impresssions with less than a 0.5 CTR.

I sort of thought a click is a click - but CTR seems to matter.

I use T202 to track the ads, so I know which ads are doing better than others.

I am not getting any conversions - so I am doing something wrong and I think its the large number of ads.

Any ideas suggestions are appreciated.

Feel free to call me an idiot :confused: - but if you do - please give a practical suggestion on fixing things.

I have been tracking lots of different stats - so I really have a handle on what is going on - but not how to fix it.

Zale