The most important metric for evaluating paid ads performance is the click-through rate. This is calculated by dividing the number of clicks on an ad by the number of impressions. The higher your CTR, the more likely you are to get good traffic from your campaign to your website. A higher click through rate ensures that you have a constant flow of qualified traffic who are interested in products or services advertised on the ad copy. However, in order to get a good CTR, your ad and keywords must be relevant to the interests of the audience. If your ad is not specific enough to attract people's attention, you may see a low CTR and less click throughs from your campaign.