Every internet marketer would like to improve their click-through rate (CTR).  After all, it’s what makes you money.  If your reader isn’t clicking on your ads, you aren’t making any money.  Whether you are working PPC (pay per click) or PPA (pay per action), your goal is a higher CTR.  While there is nothing you can do to get readers to buy once they click your ad, there’s plenty you can do to get them to click it in the first place.