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Some of our competitors believe that we should not evaluate an AdWords ad campaign only from the CTR.
True, but it’s not 100% true. You should never go below some values. If your CTR is less than or equal to 1.5% then you have a problem. When a campaign has finished its learning process and the target public has been correctly set it should normally be between 3% and 5%.
Since you are investing, try to be careful about these factors!