CTR VS Conversion Rates

In an effort to start blogging more frequently, I have elected to share a few thoughts I had recently regarding the focus on click through rates (CTR) versus conversation rates when managing a pay per click (PPC) campaign. While many highly successful search engine marketers place great emphasis on a strong click through rate with regards to PPC, I feel a focus on conversion rates is certainly more advantageous. However, that's not to say a decent click through rate is not important, because without any clicks, the possibility of a conversion is effectively zero. On the other hand, a strong converting keyword phrase that exhibits a relatively low click through rate is not only most likely beneficial from a cost per conversion (cpc) standpoint (unless the cost per click is too high), but it's also increasing brand awareness at no additional cost to the business.