Why a 2.7 Percentage-Point CTR Increase Is Realistic (and How to Actually Win It)

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1. Why targeting a 2.7-point CTR gain is a sensible, measurable goal Think of CTR gains in percentage points, not percentages. Jumping from 2% to 4.7% is a +2.7 percentage-point move, which is a 135% relative lift. That sounds dramatic