A business owner is getting a good amount of traffic from their ads but not enough conversions. What action can they take to improve their conversion rate?

Adding more negative keywords helps improve conversion rates by preventing ads from showing for irrelevant searches. If ads are appearing for terms that don't lead to conversions, traffic increases without a corresponding increase in sales, lowering the conversion rate. By excluding these non-converting search terms, the ad traffic becomes more qualified, leading to a higher likelihood of conversions. Turning off ads would stop all traffic, including potential conversions. Reducing campaign budgets doesn't address the quality of traffic. Using more general keywords would likely increase irrelevant traffic further, worsening the conversion rate.