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Not turning a profit from AdWords? Give them less money. Image source. Ever wondered why Google AdWords makes you pay more to appear higher on the page? Like many business owners I speak to, you may think they charge more because people are more likely to buy from you if you’re in a top position.
We couldn’t bring ourselves to use another stock image of a person clicking a mouse so here’s a photo of an adorable puppy instead. Image by Sally Crossthwaite via Flickr. Increasing your click-through rate is the most important thing you can do in your AdWords campaign. Not only does it get you more traffic, it actually makes that traffic cheaper.