I'm running a campaign right now and trying to find ways to optimize. I won't go into specifics but I'm running native ads that send users to a landing page on my website and the links in my landing page go to a free supplement trial offer. Pretty standard stuff. Now, my campaign is squeezing out a thin profit margin so I'm trying to figure out where I can optimize. Around 12% of my landing page visitors are clicking through to offer page. Of the visitors who hit the offer page 3% are converting. So I'm trying to decide where I should be focusing attention. Is 3% a good enough conversion rate or should I try another offer? Should I be seeing more than 12% of my visitors click through to the offer page? Further, should I care about how effective my banners are if I'm paying CPC, not CPM?