I just did a small campaign on BSA for this company i am working. Apparently my first. The CTR rate from five ad sites overall was like 0.03%.
To be frank the rate sucked. The ads themselves were outstanding; few of them very intriguing. Ironically of the ad sites yielded 18% of CTR.

I then checked out the facts of Adwards and some stuff on wikipedia and was surprised to know the generic CTR since 2002 has been 0.02% - the question is what the basic reasons for the overall rate drop?

Is ads industry screwed up; is it pit falling -- if yes then how are other businesses getting online leads or the CTR?