Lower CTR --> Lower CPC?

what's the truth about it?

[HuhuFruFru]

There are some rumours that a low ctr might affect the cost per click. Is that true? What is YOUR experience?

[Andrew Bassett]

If true, it's a fatal flaw. That would mean MFA sites are rewarded with gold fortunes for enticing clicks.

As for my experience, it's been the opposite. My CTR has been extremely low but my CPC quite high.

[moTi]

generally, there is no need to assume, that one click out of 1000 (low ctr) converts worse than one click out of ten (high ctr). it's called preselection.

however, in my experience, super-low ctr actually contributes to smart-pricing. but apart from that, there is also no need to remain very low ctr ad blocks that earn you next to nothing. kick them out, flooding your pages with just another "ads by google" is not worth it and your visitors will be thankful not being annoyed with redundant information they are obviously not interested in at that time and place. and you don't want them to get ad blind. concentrate on high performing pages only and direct traffic from your low performing pages to them. performance = epc and ctr.