Conversion Rates and Pay Per Click Accounts

I don't know how I originally learned this, but I am sure I read it somewhere. But this month, Planet Ocean Communications concurred with a long standing belief of mine regarding conversion rates in pay per click campaigns.

In general a conversion rate of 2% to 3% is standard for most products and services. Information products are generally in the 1% range.

Changing your ads and your landing pages from time to time is an excellent way to test your conversion rates and seek higher percentages.