I just started doing PPC and I've come across something that I didn't expect to see... The CTR from my landing page to the merchant is anywhere from 1/3 to 1/4 of the click-throughs I get from the ad to the landing page. This makes no sense to me as since I'm using a bridge page, I would think since there's only a couple of sales lines on the page, they would automatically click-through to the merchant to read more. BTW, I'm using a bridge page with contextual ads in my campaign. Is it normal to have such low click-through percentage from bridge/landing page to merchant (and I'm not talking about sales, I simply mean clicking through to merchant page)? What is the percentage an Internet Marketer shoots for in this case?