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Put simply, it means that a realistic goal should be 3 sales for every 100 visits(clicks). In ppc, the key factor to consider will be the cost per click of your best keywords versus what CPA (cost per acquisition) you need to function profitably.
My suggestion would be to identify your most targeted keywords first and bid competitively on them to start the business rolling. All things being equal, the more relevant the keyword phrase, the more likely the conversion. Starting slow is not a bad idea if this is your first foray into PPC advertising.