Eric Siu explains how to boost ad click-through rates: use Google Search Console to find pages with high impressions but low CTR, then test new headlines and meta descriptions. The potential payoff is huge, from tens of thousands to millions of extra visits.
Optimizing your click-through rates. And what I mean by that is your headline and your meta description. When people see your site, whatever the result is, your headline and your meta description, that's going to drive people to actually click. You actually have to do a good job there. You can use Google Webmaster Tools. They have the ability where you can see pages where you're getting a high impression count but a low click-through rate. So you want to think about upgrading those and you want to think about adjusting those over time. It's free to do so, so you might as well do it, especially if a page is getting tens of thousands or hundreds of thousands or millions of visits on it.
