Conversion rate is the rank at which you convert. So, if you convert well there is a good connection between your audience and relevant listings.
The average conversion rate is 10%, but every company has a different optimal conversion rate. To calculate it, you need to divide the orders by the clicks.
This represents the percentage of shoppers who have clicked on your ad and then proceeded to buy your product. In fact, the conversion rate is the indicator that your PPC campaign is doing well or badly. And, if you're not satisfied with it and you want to improve it you need to consider that it takes time and investment.
There are different ways to improve your conversion rate:
Conversion rate is all relative, it can be different depending on industries: the higher the price is, the better you can get away with a low conversion rate.