The poster has an affiliate direct linking campaign running with 2 ads. Statistical analysis says that he should ditch Ad2 and write another one to beat Ad1's CTR. The problem is, when he analyses his conversions Ad2 provides 3:1 conversions agianst Ad1. This means that although the CTR rate is lower he is earning more per click from Ad2! - In his answer, Mark underlines that CTR is not an indication of profitability. The relevant measure is "ROAS" (return on ad spend) or "ROI" (return on investment), but "return" is never measured in "clicks" or "visits." Instead, "return" should be measured on either sales or (preferably) gross profit from sales. Mark continues with sharing an example about mouse pads. Finally he stresses that one's goal is NOT to increase CTR - it is to increase ROAS/ ROI.
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