Most pay per click ads draw amazingly low click through rates (the number of people that click on your ad divided by the number of people that see your ad). This not only hurts sales in the form of less clicks to your site, but on search engines like Google, it can even drop your ranking like a stone. How can you improve your click-through rate? Here are 3 tips to improve your click through rate and pre-sell your audience so that your web sales go through the roof. #1 Include the highest .