If a site is delivering high impressions but no clicks, what is the best optimization action?

The best optimization action when a site is delivering high impressions but no clicks is to blacklist the underperforming site. This approach acknowledges that despite generating a high volume of impressions, the site is ineffective at engaging users or leading to desired actions such as clicks. Continuing to invest resources in a site that fails to convert can waste budget and hinder overall campaign performance.

By removing the site from the campaign, you allocate your budget to more effective channels or placements, enhancing the potential for reaching and engaging users who are more likely to interact with your ads. This strategic move helps focus efforts on platforms that provide better engagement and return on investment.

While revising ad copy or targeting a different audience could potentially lead to improved performance, these strategies may not address the fundamental issue of the site's low engagement. Increasing the bid amount is unlikely to yield better results if the site's audience is not responding to the ads at any bid level. Blacklisting allows for a more decisive action based on clear performance metrics.