Higher CTR mean lower ads cost, adword campaign relevancy
Many webmaster think organic traffic is about the seo performance of their website while adword is about t the size of their budget, but in reality things varies.
There is what Google calls relevancy, Remember in adword ad group, keyword setting up there is what is called quality score, and quality score is how your keyword best match the content of you r website. The higher your quality scores the higher your ad position on Google. Therefore due to this quality score your ads are likely to appear above other ads without good quality score.

continue reading