When dealing with PPC campaigns, you can't read too much into the CTRs. You have to keep in mind that many publishers with sites with decent amounts of traffic will use small ad blocks, and sometimes in not the best positions on the website. I have many publishers that have high traffic sites, but only have a small ad block at the bottom of the page. This will show you a lot of ad displays (impressions) as opposed to your clicks on your ads, which will give you a diluted, super low CTR.
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