ProlificideasGuestDecember 5, 2020 at 2:48 am
The expected ctr is partially determined by the query’s expected ctr of all ads in the auction/serp. There isn’t a whole lot that can be done to improve this metric when the ad relevance and landing page relevance is already above average. Theoretically, if another ad(s) in the auction/serp has a very poor ctr/expected ctr then all advertisers suffer. I can’t be 100% sure but it could also be including the domain and or historical ctr as well.