When you’re paying a cost per click for visitors to come see your site, it makes sense to make those visitors as qualified as possible. If this means eliminating some of those visitors before they even get to your site, then all it means is cost savings for you and the potential to lower your cost per acquisition. If there are limitations to an offer, exclusions, or other qualifications that are tied to an offer, try to stop the visitors who will not be interested once they know those restrictions from costing you money when they click. In the PPC ads, give as much information as possible about offer so that those who won’t end up being interested, don’t click.