There will be many factors before ctr comes into play relevance of the keyword you have used the land page quality and the land page speed will play a part your past performance will more than likely also play a small part in any new promotions. It Can be common i suppose to have some keywords drop out after starting a brand new campaign, this will usually happen in the first 15 minutes or so, if so do not worry just delete any poor flagged keys from there you should be fine, if every key is crashing have a look and see if you have a poor landing page score, if so you Will need to do some more work on the page (if its yours) Other factors if you are an affiliate is it may be a bridge or mirror page, it may be a non preferred subject matter like some MMO sites, some short form CPA offers check googles preferred sites / non preferred sites section and other information in the adwords guide for further help.
Starting out with Adwords is like building credit. Sometimes you gotta waste money to build your OVERALL CTR, for your entire account, before you start to get lower costs. Even if you have great ad's with high CTR, if your a newbie or have a poor history your gonna pay high until your overall CTR goes up. Pause keywords with low QS and just run the good ones to build your "credit" before you attempt to raise the QS for any poor performing keywords. This will raise your "Overall" CTR for your entire account and help to lower ad costs.
Google Adwords quality score consists of a couple of factors with click through rate being the heaviest factor. Also, quality score for Google.com, quality score for Google's search network and quality score for Google's content network are all different.
Write ads that get clicked on alot..... Make sure the keyword is in the headline and at least once in the other lines. You see, if your ad's are showing but not getting clicked on often...then your wasting googles ad space and theyre not making any money if your ad's not getting clicked on. So they give you a crappy QS as a friendly way of saying "write better ads so we can make money"
Exactly as LM above says. People complain about Google's QS but it's really a great way to compare how you are doing against competitors. The other search engines also have their equivalent of QS. It's called CTR but you can't judge how you are doing vs other advertisers and less incentive to improve. If you want to improve CTR, improve your ads. My new book explains how, just click link below.
Here's what I got so far : 1- Relevant structure ----> Good initial QS 2- Better ads --> better CTR ----> better QS
1. Keyword Title in Browser 2. Relevant kewords on landing page 3. Contact us/About us/Ts&Cs pages present on site 4. Tight adgroups (4/5 keywords per ad group) 5. Tight keywords (very closely related keywords in each ad group) Taken from: how to get a 10/10 adwords quality score on the Affiliate Musketeer blog.
As long as your landing page is OK and you haven't been slapped with a 1/10 then it is most definitely CTR
Hmm....I was getting between 15%-40% CTR during the brief 15 minutes that Google ran my ad. Plus, there were no other ads appearing for my keywords. My ads and landing page couldn't adhere any closer to the Adwords guidelines - yet I still can't get my ads to show. Most of my quality scores are around 2-3 now...and for the more popular keywords, Google is suggesting I raise my bid 10x to get on page one. Pretty frustrating.