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You need to think about every step of the process. Why are those people clicking on your ads? I mean what specifically are they looking for. If your ad is too general, you might be getting a lot of untargetted traffic.
If you have a specific goal in mind for a specific person, and your merchant's landing page confirms then you should be able to convert more.
Think about the overall search process and double-check to see if you are actually giving the searcher what they want.
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