The Hidden Power of Low CTR Ads

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💡 Lower CTRs Can Actually Be Better for Your PPC Campaigns

A high click-through rate might look impressive, but it does not always mean success. As PPC expert Brad Geddes explains, a lower CTR can often bring in more qualified leads and higher revenue.

1️⃣ The Problem with Chasing High CTRs: Marketers often assume that the ad with the highest CTR is the best. In reality, those clicks may come from people who will never convert. For example, an ad that says “free money” might attract clicks but deliver zero sales. The goal is not to attract everyone but to attract the right audience who is ready to take action.

2️⃣ Why Lower CTRs Can Win: Ads with lower CTRs often have higher conversion rates because they pre-qualify searchers. They set accurate expectations for what users will see after they click. In B2B marketing, this is crucial because consumers and professionals often use the same keywords. Adding specific terms like “OSHA compliance software” filters out irrelevant clicks and attracts true prospects.

3️⃣ The Smarter Metrics to Track: Instead of focusing only on CTR, measure Conversions per Impression (CPI) or Revenue per Impression (RPI). These metrics show the real performance of your ads by evaluating total outcomes rather than just engagement. The formulas are simple:

• CPI = conversions ÷ impressions
• RPI = revenue ÷ impressions

They reveal how much real value your ads generate from total visibility.

4️⃣ Focus on Your Ideal Customer: A strong CTR can help build remarketing audiences and improve Quality Scores, but conversions matter more. Ask yourself, “Who do we not want clicking this ad?” By clearly defining that, you can use copy that filters out low-quality traffic and preserves your budget for people most likely to buy.

The Takeaway

High CTRs look good on paper, but they can be misleading. Lower CTRs with higher conversion efficiency indicate that your campaigns are reaching the right audience and maximizing profitability. In PPC, quality beats quantity every time.

💡 How to Create and Edit Video Scenes with AI

Making high-quality videos no longer requires advanced editing skills. With Flow, you can generate, edit, and customize professional-looking video clips in minutes using AI-powered tools.

1️⃣ Get Started: Sign in to Flow and click + New Project. From the mode dropdown, change from “Text to Video” to “Ingredients to Video.” This mode lets you combine images, text, and prompts to generate full video scenes automatically.

2️⃣ Upload and Prompt: Upload a portrait photo of yourself and a background image, such as your workspace or studio. Then, write your prompt. Example prompt: “Using the uploaded images, create a short teaching clip where I point at the screen and say: ‘Here’s how neural networks actually learn step by step.’ Add light background music, floating text for key points, and a fade-in transition.”

Within moments, Flow will generate your first draft video.

3️⃣ Edit and Refine: Click Edit to modify any element. You can swap backgrounds, adjust animations, or tweak on-screen text. To expand your video, click Add to Scene, select +, choose Extend, and enter a new prompt describing what happens next. This makes it easy to continue your video or create new scenes seamlessly.

4️⃣ Review and Export: Watch the full video to ensure transitions and effects look smooth. Once everything feels right, click the download icon on the timeline to export your final clip.

The Takeaway

Flow makes video creation simple, fast, and accessible. Whether you are producing tutorials, promotional videos, or educational clips, you can turn static images and prompts into professional, dynamic scenes in minutes.

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