A genuine technical fault can be to blame when you see a CTR of more than 100%. In some cases, data for your ad campaign comes from a number of unique servers. The data for impressions may come from one server, while the data for clicks is from another.

What is a high CTR?

A high CTR is a good indication that users find your ads and listings helpful and relevant. CTR also contributes to your keyword's expected CTR, which is a component of Ad Rank. Note that a good CTR is relative to what you're advertising and on which networks.

What happens if CTR is high?

A higher CTR means a higher Quality Score, which reduces your CPC and improves your ad rank. ... A remarkable CTR is not only the most important thing in AdWords, but it is also extremely important for other marketing channels. These include organic search, CRO, social media, and email marketing.