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if he's asking about cpc why are you answering him about ctr
I just noticed is because mobile CTR has fallen, starting mid Sept. Do you see the same thing?
Because over the longer term, a higher CTR is going to be associated with higher CPC rates. If you're more successful at delivering customers to an advertiser, more advertisers are going to be attracted to your site, and thus bid up the ad placements on your site.