Why does Planner show an increased CPC when CTR is improving?
Re: Why does Planner show an increased CPC when CTR is improving?
I've figured out the answer.
A higher CTR can mean a higher ad rank. Your CPC depends upon the bid amount of the guy ranked immediately below you, and that bid amount can be higher than what you had before - when your ranking was lower.
So, improving your CTR may give you something you don't wiant: higher CPC.