Hey there, can you tell us a little more about how you were targeting your users and with what kind of content? There could be some bots in there but it also looks like folks land, do a quick check of the content on the site and bounce because it's not what they are looking for. I do this sometimes, especially if I accidentally click on top level ad content on accident.
I know you said you did some super targeted ads - what does that mean? It kind of looks like the people converting on your ads are not the ones you're looking for. I'd look at the audience first and then ad content.
It's great to budget your spend where it makes the most sense and your communities and earned ads/content should do great for you. Just watch your spend there and lways budget some for experimentation and try NEW things. Just because you have written off a gold mine doesn't mean there isn't gold there. Maybe you were mining it incorrectly. However, If you feel there is gold all over the ground I'd pick it up before I started digging for it.
It's great to budget your spend where it makes the most sense and your communities and earned ads/content should do great for you. Just watch your spend there and lways budget some for experimentation and try NEW things. Just because you have written off a gold mine doesn't mean there isn't gold there. Maybe you were mining it incorrectly. However, If you feel there is gold all over the ground I'd pick it up before I started digging for it.