CTR is the percentage of people who view your ad (impressions) divided by those who click your ad (clicks). When CTR is down then it is due to either a change impression or clicks. It's not a metric that should be reviewed week over week but over longer periods like month over month.
Average CTR for Display - 0.10%
Average CTR for PPC/SEM - 3.0% (depending on industry)
If there are significant concerns about CTR with display, it's likely due to ad fatigue. Ad fatigue occurs when your audience sees your ads so often that they become bored with them and stop paying attention. If the ads have been running to the exact same audience for more than six months, it might be time to refresh with a new design or offer.
See below links
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