Re: CTR percentage
I think 12% is a very good CTR. You're not going to get much better without using very specific long-tail keywords. I've never seen or heard of a 50% CTR - if anyone has, I'd like to hear how, and hear the bounce rates as well.
I shudder to think about using a single word - I would imagine the CTR is very low and the bounce rate is very high no matter how well you optimize the ad and the landing page. Just seems like a waste of time and money.
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