How does SERP ranking impact click through rates?

In online marketing, “click through rate” (CTR) refers to the percentage of impressions that result in a click. In addition to measuring the CTR rate for online search and advertising, digital sellers will often need to monitor their email click-through rate and click-through rate in the newsletter. Many factors can affect click-through rate, such as images, keywords, call to action text, and meta-description quality. For any Internet marketing campaign, CTR is a useful measure to analyze the performance of your keywords, meta-descriptions and ads. What's more, click-through rates can affect the end result, so this is a measure that deserves to be taken into account. 

How does SERP ranking impact click through rates?

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