Google has provided some examples of companies that dramatically increased their CTR for Adwords campaigns just doing some one day exercises. These are good examples of how just doing the basics can result in 140% better results…or better:
One other benefit I would expect some of those companies will receive over time…lower Cost Per Click. Often times, when you are able to increase your CTR, as well as having that increased traffic spend time on your site (hopefully “converting into a sale” as well), the Google Adwords system will determine that your Ads and site are more relevant than “the other ones” and you’ll win more auctions (clicks) for less money than Ads that are placed UNDER yours. That’s right…higher ad placement AND lower cost. This makes it really tough on your competition.