hi, wondering if anyone had opinions on this.. is it possible that on a high volume competitive search term is that most people will see an ad and think - I wonder what thats all about. They then click our ad but don't have partiocular interest in buying anything, then thats just money tipped down the drain? The answer would be to get rid of all the tyre-kickers clicking and wasting my dosh so now have a few ads running that have high CTR (20%+) yet getting low conversions on the more targeted search terms? Generally speaking if you're getting a decent CTR (and 20% is decent by most standards) that means you're writing a compelling ad that appears to answer the question/issue the user (searcher) is looking for... so it does not make sense not to convert more into a sale? Another factor Previously the generic search term i targetted was related to the domain name, now its not (although more targeted) e.g was 'Loans' is now Small Loans. So perhaps its better to have 10% of a massive competitive market than 75% of a niche market due to the volumes of search? hope that makes sense..