What should an advertiser include when an online sale goal is to drive purchases on their website?

A well-structured site is essential for driving purchases on an advertiser's website as it significantly enhances the user experience. When users arrive at a site, they should be able to easily navigate through products, find what they are looking for without frustration, and smoothly complete the checkout process. A well-organized layout ensures that important information is accessible, such as product descriptions, prices, and payment options.

Additionally, an intuitive site structure can reduce bounce rates and increase the likelihood of customers completing their purchases. Features such as a user-friendly menu, effective search functionality, and well-organized product categories guide users through their shopping journey, making it easier for them to make informed buying decisions. Overall, a well-structured site directly impacts engagement and conversion rates, thus aligning perfectly with the goal of driving online sales.