Direct keywords

most people suggests that direct keywords is the way to go, especially for newbies. but i just started having fun with ppc with 4 different CB products/services and ctr's for all of them are way better using broad(or even not directly related to product) keywords. direct got avg 0.04%, but broad, indirect,same niche products have 0.4%. no conversions so far, but based on ctr's i'ts clear that there is interest on those products. banners clearly states what the user will see on the landing page. results are similar for all of them.
used keywords from 100 top ranking websites on google.
right now i'm not really interested in CR's and profit, just getting my feet wet in PPC/PPM(?), but what surprised me is that the results are exact opposite of what everyone suggests.
Obviously data has the biggest value on PPC, so maybe i'ts more beneficial to use it just as an expensive tool for discovering new vectors for accessing the potential customer? not just rip ads and bid 0.5$ on "industry suggested" kws hoping for some returns.
Or am i getting this completely wrong? CTR doesn't matter. I'ts all about CR.

You are just starting out and there's obviously a lot for you to learn about PPC based on your post. In short, it seems you are getting it completely wrong.

First, what do you mean by "direct keywords"?

While CR (conversion rate) is important, it's not the only thing. What you are not getting is that the search engines don't care about CR. To them, it's mostly about CTR. It's all centered around CTR which is a main indication of quality. It's also how they make money and came up with Quality Scores. QS is important to them as well as to you. Great QS reduces your costs and as mentioned, although it seems counter-intuitive, makes them more money. Also, higher quality ads tend to convert more. So CTR + CR is what matters in PPC. Maximize both and you maximize sales and profits.

You don't mention your QS as well as other metrics such as average position, how many impressions. It's hard to imagine that you are getting ten times the click rate on just broad keywords.

You mention using banners so you are using the display network. You probably are mixing with a search campaign which you shouldn't do. QS by the way is good only for search. For display, the equivalent is relative CTR.