I realize this is an old question, and I hope I am not opening myself to ridicule via honesty but...I have a client, who was running (although mismanaged) AdWords nearly 2 years before I started with them (a year ago). 

They are a smaller, local, non-glamorous business (Junk Removal in a medium city), if their search campaigns do better than 5% CTR, I am happy. Display .1% or better makes me happy...but that is also nearly double their historical average.

Like AJweb said, anything underperforming I have to fight with them to remove...they don't really grasp relevancy in spite of numerous discussions. And if (for search) I see less than 1% CTR I take a hard look at it.

What is a good click through rate (CTR)

  &nbsp;&nbsp;"You know how I think they choose people for the Gryffindor team?", said Malfoy a few minutes later, as Snape awarded Hufflepuff another penalty for no reason at all." It's people they feel sorry for. See, there's Potter, who's got no parents, then there's the Weasleys, who've got no money – you should be on the team, Longbottom, you've got no brains."
  &nbsp;&nbsp;Neville went bright red but turned in his seat to face Malfoy.
  &nbsp;&nbsp;"I'm worth twelve of you, Malfoy," he stammered.
  &nbsp;&nbsp;Malfoy, Crabbe and Goyle howled with laughter, but Ron, still not daring to take his eyes from the game, said, "You tell him, Neville."
  &nbsp;&nbsp;"Longbottom, if brains were gold you'd be poorer than Weasley, and that's saying something."


What does Ron mean by the phrase "You tell him, Neville"?
