Kyle answers the questions:   Is simply improving your clickthrough rate the best goal to have in a campaign? Can improving your CTR be sometimes detrimental for your campaign? Can you create ads that attract more clicks? How can you increase your clickthrough rate? Is it necessary to decrease impressions? How can you decrease impressions for your ad? Will using negative keywords decrease impressions? Is the ad with highest CTR always the winning ad? Is the cost-per-conversion an important factor in determining a winning ad? Will removing some broad match keywords improve the performance of your ad?   Episode resources and transcript: https://googleadsstrategy.com/how-can-you-improve-clickthrough-rate-ctr/