Those heavily involved with PPC marketing understand that not every person who clicks on an ad will make a purchase. It would be purely fantastical to assume that 80% of the people who click on your ads will buy. After all, not everyone who visits a department store buys anything. And yes, there will also those that will click through who never had any interest in making a purchase. They just want to look at your website for informational purposes and you have to pay for these clicks regardless. Now, this is to be expected and it is not worth dwelling over. The way to overcome the problem is to maximize your potential as far as converting customers. But, you can only do so much if someone is purposely committing click fraud against you. Read the rest of this entry »