Most marketers are sick to death of having to achieve a high click-through rate when they know it's a useless metric. Here's a three-step guide to convincing your client that the CTR is meaningless.
Just because they didn't click doesn't mean your ad was ineffective
Consumers breeze past ads so quickly these days that most don't have time to click even if they want to. With ranked search results, display ads, and video pre-roll, even an interested consumer can't click on everything. Your visual branding is just as important as your landing page. Once you accept that fact, your strategy can adapt too.