The PPC marketing plan to increase traffic to your website should be focusing on Click Through Rate (CTR). According to WordStream, “PPC click-through rate is the rate at which your PPC ads are clicked. This number is the percentage of people who view your ad (impressions) and then actually go on to click the ad (clicks). The formula for CTR looks like this: (Total Clicks on Ad) / (Total Impressions) = Click Through Rateâ€