ad group's CPC and CTR

what are they use?

[Aimee]

I still do not know the value of ad group's CPC and CTR, if it keyword's only effect itself.

If I set keywords' CPC separate, not use the default, does that means group's is unuseful?

[eWhisper]

The value of an adgroup's CPC is to quickly move related (as adgroup keywords should be related) keyword's cpc, and to set a default CPC for the group.

If you have a few words in an adgroup that need lower/higher CPCs than the rest of the words, then managing the individual keywords CPC can be useful - it doesn't make the adgroups irrelevant, it still sits there for any keywords that you haven't added a specific CPC for.

As for CTR - average CTR of content sites is done by adgroup - not by keyword - so adgroup content site CTR is very useful to see how content sites are doing.

It's also a quick way to look at all the adgroups in a campaign to see which adgroups are doing well and which need improvement - or to compare adgroups against each other.

[Aimee]

Thanks eWhisper!

"As for CTR - average CTR of content sites is done by adgroup - not by keyword - so adgroup content site CTR is very useful to see how content sites are doing. "

where can find more details? this is my first time to hear that.