Here’s a new spin on an old saying for all you search engine marketers, “You can lead a person to a website, but you can’t make him (or her) buy!” Google considers ads with the highest Clickthrough rates, CTR’s, as “top performers”.

CTR= Clicks your ad receives ÷ Number of times ad is shown

But are your top performers actually “performing”? If your goal is to lead to sales and you’re not making as many as you’d like- you need to examine other factors on your site. Remember that an ad alone cannot make the sale for you. Apply common sense to the equation. Make sure you deliver exactly what is offered in the ad, that the page your sending clickers to is a page that contains the actual product searched for and that the site looks like one that is worthy of their time and money. Your top performers will do their part by setting the stage for what is desired after the click, it is your website’s job to finish it off with a sale!

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