Break search into positional groups (>=1 but <2; >=2 but <3; ...; >=9 but <10; >=10 but <20; >=20). Break queries into two types: those with clicks, those without clicks.

Provide a table, by bucket of

Query Count

Impressions

Clicks

CTR

Very important to do this for queries with clicks vs. just all.

This will demonstrate what portion of query portfolio is really driving value and what is not.