Lee Elliott

First, you need to determine if it's truly outdated and if this is really hurting the brand. Marketers have a tendency to do more harm than good in these situations, entering situations where there are powerful brand assets that are well known to the target audience, and basically erasing most of this. It's better to refresh a brand than completely redo it in most cases. Determine who actually sees the brand as outdated and is turned off, and where they see and interact with the brand. It may actually be that everything is great except the way the brand plays out on the physical storefront, or vice versa, and the stores are iconic and only the website has "stodgy" brand elements. Determine specific issues, and refresh; don't rebrand.

In a sense: it isn't, at least not compared to on-site conversion rate, or any of the cost based metrics, like ROAS, CPA, CPC, etc. Where it is important is that sometimes you reach a plateau where you are bidding as much as you possibly can on a keyword to still make money, and Google has given you the highest Quality Score possible, and you want to scale. The only thing left to do here, where you can neither bid higher, nor get Google to favor you more heavily in the auction, is simply get more clicks via a higher CTR. When testing ads intended to drive a higher CTR, however, it is critical to monitor every other metrics, as many of them are more important. You do NOT want to have conversion rate drop just to get a higher CTR.

While the calculation for CTR is simple, what is more important is Google's calculated Relative CTR, as it is a key component of keyword Quality Score. You can't actually see your Relative CTR, you simple see a semantic grade of it that is either "Above Average," "Average," or "Below Average." What you need to understand is what it is and why it matters. This is Google's assessment of your ad's CTR, relative to similar ads on similar keywords. Your brand ads on your brand terms have a very high CTR. Product ads on relevant product keywords have a medium CTR. High level informational searches, for ads, often have a low CTR. Relative CTR grades your ads not generally, but based on many particular circumstances, as listed above.

Every great designer I have worked with has stressed the importance of a visual system / structure / language that is codified in a document for a reason I initially never expected: speed and efficiency. Lots of stakeholders here this is needed and think "oh, this is a big expensive project they want to sell for a bunch of fluffy reasons." It's not. The stronger this system is, the more easily a large and changing group of individuals or set of teams can consistently produce good work. Having a map is critical to navigating any territory safely and at speed. Invest in a design system!