Google Giveth and Google Taketh Away
JANUARY 8, 2018
There’s some good news: the $2 cost-per-click limit has been lifted for those who are optimizing toward conversions. (You You are optimizing toward conversions, right?). 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.).