• http://cpcstrategy.com/ Josh Brisco

    Great analysis Kohki! On point #4 it makes sense that with increased impression share CTR would decrease, however, what change in overall clicks did you notice with the increased impressions and CTR decrease?

  • Kohki Yamaguchi

    Hi Josh, glad you found it interesting. Impression share increases much
    faster than the CTR decreases, so clicks do increase with bid unless you
    are already bidding so high that impression share is capped out.