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A 10% CTR is quite high. From what we've seen on running Ads is that: Branded terms (the company you're providing Ads services for) will receive high CTRs - around 20-40% Emergency type phrases that deem people want to get service very quickly and don't want to look through the entire front page will receive 15 - 35% CTR. Examples, emergency plumbers, ...


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Competition isn't entirely relevant as a separate factor (it does impact CPC and CTR, but you already have ideas for these). Basic figures would be: Minimum: (Avg monthly searches / expected CTR) * Top of page (low range) Maximum: (Avg monthly searches / expected CTR) * Top of page (high range) This would give you what you should expect to set as a monthly ...


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