As funny as it seems, one of my poorly performing sites was getting a click-through rate of less than 1% so I asked myself “ok, what’s not working right on this site.”
Clearly, the font size was too small. So I upped the font size from size 10 to 14 and whamo, my CTR is hovering between 2-3% – still not great, but much better than before.
Sure the difference could be related to content, or something else, but the only noticeable change I’ve made is to font size. And the CTR spike happened almost immediately.
My recommendation: if you have a poor CTR, ask yourself what’s distracting your readers from taking the ads seriously. In my case, it was a simple matter of helping them not have to squint at the content!