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display is basically paying to remind people they exist while they’re trying to read something else. your .2% ctr is actually doing its job. it’s just that the job is “bother humans into clicking”
the real problem is you’re treating dsp audiences like they’re the same as search intent. they’re not. you’re showing ads to people based on who they are, not what they want right now. so yeah, your “great looking audiences” click through but then bounce because they weren’t actually looking for anything.
