Rand Fishkin in his recent entry commented on ad optimization. Fishkin has this to say: "High CTR doesn't always mean better conversions, though there is often some correlation."

Come to think of it, is there really a correlation between pay-per-click CTR and better conversions?

In the DigitalPoint Forums, Fishkins' notion was made a hot subject matter. GuyFromChicago said:

While CTR and conversion rates can be related - theory being if your ad is well written (in relation to the keyword+match) and an accurate representation of what a searcher will find after clicking your ad the likelyhood of them converting will be higher - I've not seen this play out in the real world with any degree of statistical relevance.

But the problem remains that there is no statistical relevance, a thought that is echoed by other members. Some say that you can see a correlation if you have so many large advertising campaigns across a variety of niches, but this would take a long time to study. Another member feels that statistical relevance is even overrated.

Is it safe to assume so? Is there material relevance? Some say it's on the negative. But others are firm in their affirmative stand.

[via DigitalPoint Forums]