Is it better to have high impressions with low CTR or low impressions with high CTR?
One ad I'm running has 64 impressions with 1 click and a 1.56% CTR
Another ad has 1,957 impressions, 10 clicks and a .51% CTR
Re: Performance Advice
If these two ads are in the same ad group, and don't have any conversion data, then my suggestion would be to pause the ad with the lower CTR. You can then create a new ad variation to try to obtain a better CTR, similar to your other ad that has less impressions.
Just check that your lower impression ad is "Approved" before doing anything though, as a limited approval could be the reason for the low impression count. If it's fully "Approved" then the lack of impressions could be due to you including this ad after the other one, or alternatively it might be down to your ad delivery settings.
Either way, you want to be aiming for a higher CTR.
ScottyD, AdWords Top Contributor
Was my response helpful? If yes, please mark it as the ‘Best Answer.’ Learn how here.
You definitely need to more evenly rotate these ads to actually know which one has the highest CTR. With an equal number of impressions, over the same time frame, the CTR's may go the other way around. Like @ScottyD mentioned - Yes, improving CTR should be a goal of ad testing. But, you have to have a "clean" data set to make any educated optimizations.