I had a campaign that targeted all of Texas and had a CTR of 9% Well I got a wild hair and broke the campaign into multiple campaigns by metro...such as Austin, Dallas, San Antonio....and so on. Well the CTR for these has dropped to around 6% but the Cost per Conversion has gotten a bit better. Can anyone shed some light on why this is?
since you broke out to geo targeting your probably positioning less in rank, which reflects the lowered CPA. Also, since you are geo targeting, there may be an area that had a higher CTR ratio that you are no longer covering.