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1. Paid listings provide better CTRs for products and services than corresponding free listings in the same rank.
2. Conversions to sales is higher with PPC than organic.
For an online ad, CTR is the % of people who click on your advertisement out of all visitors to a given website (right?).
However, when referring to a search engine it is the % of users who click on your site out of all those who search for a given keyword?
I apologize if this is too much of a beginners' question.