I understand that the CTR makes a difference to the network, but I am pointing out that a low CTR doesn't necessarily mean that the advertiser is worse off. It means two things: it means the advertiser's ad is terrible, or the targeting is suboptimal (relative to an ad with higher CTR), and that you are actually getting more impressions per dollar spent.
All else equal, you actually want to pay LESS per impression, given the same number of clicks per dollar (your CPC). Of course, in any well-designed dynamic system, the prices of the auction should reflect the different probabilities of being clicked.
All else equal, you actually want to pay LESS per impression, given the same number of clicks per dollar (your CPC). Of course, in any well-designed dynamic system, the prices of the auction should reflect the different probabilities of being clicked.