Google Giveth and Google Taketh Away
JANUARY 8, 2018
But the massive change is this: Google now requires you to have a click-through rate (CTR) of 5% instead of 1%. (Lest I get into rant-ish territory again, I’ll simply state that for-profit advertisers are not being held to the same standards and leave it at that.). Also, raising the $2 limit as long as you optimize toward conversions, while requiring the ad account to optimize toward a high CTR standard, makes no sense.