You can expect to pay more for specific targeting. Poor creative elements are a little harder to track. Look at which banner ads are getting the lowest CTRs, regardless of which sites they're placed on or their location on a page. It's probable there's something lacking in the design of the ad. When you created your banner ads , you should have come up with a number of designs.
Poor timing can be a factor.
Most banner ads get poor CTRs on evenings and weekends. Ask that your ads be run evenly throughout the day. If you've already tested your banner ad's creative elements on a focus group, you might have to go back to the beginning and look at whether your offer is good enough. You can make your ads attractive by offering a discount, a coupon, a free newsletter or software download, or even answers to customers' questions . Unless you give your audience a compelling reason to take action, you won't get good CTRs.