A/B testing CTR Non-Profits Profit margin 
Search Engine Land
MAY 28, 2024
While you might be able to improve ad spend optimization over the short-term (A/B testing creatives, graphics, audiences, placements, timing, etc.), Thus, your potential ROI and profit margins decreases over the long term, too. Ad creative click-throughs and response rates often fall over the long term.
ConversionXL
SEPTEMBER 15, 2016
What about A/B testing? Is a CTR of 20% good or bad? Your goal is to improve your quality score while also building a profitable campaign. So using CTR and quality scores is our way of incorporating that feedback into ad serving. Now, how can you increase your CTR? But is one better than the other?
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