Increase in volatility

Sales are about the same from AdWords, but..

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Volatility has significantly increased.

One day there will be a lot of sales, another day very little. Seems to have worked out to the same average as before, but it's a bit peculiar, I must admit.

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Are you advertising just on google or on the content sites? If you advertise just on the google site, false clicks may decrease and your click-to-lead ratio may be higher...