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Search engines need to ensure that users find the adverts relevant, otherwise theyll be less likely to click on them and no click means no

Search engines need to ensure that users find the adverts relevant, otherwise theyll be less likely to click on them and no click means no revenue for the search engine. Studies repeatedly show that those adverts nearer the top of the page attract the highest _______________ rates.Conversion - took action on the websiteConversion Rate = Conversions / Clicks (as a %)Click - clicked on the advertClickthrough Rate = Clicks / Impressions (as a %) Impression - saw the advert Group of answer choicesConversionClickthrough

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