Getting the Good Click-Throughs (and Avoiding the Bad Ones)  In
the world of search, one of the easiest ways to hurt your
campaign (and there are many) is to treat every click-through
with equal importance. If they're coming to your site, the logic
goes, they must like you. A slightly more sophisticated and only
slightly less incorrect attitude is, if they're converting on
your site, your campaign must be going very well. They're both
variations on the same theme: all click-through traffic is
equally good traffic. They're both wrong.  The truth is that
some traffic is amazing traffic, some traffic is less good
traffic and some traffic is horrendous.  Consider the following
analogy. Let's say three people walk into your store. One person
walks in, browses a bit and leaves. That's so-so traffic. A
second person walks in, buys tremendous amounts of merchandise
and suggests the store to friends. That's amazing traffic. A
third person walks in, takes a salesperson away from other
potential sales and then walks out