Sadly you can't control if people are interested enough to click on ads. You can definitely choose interesting keywords that are likely to have interesting ads, and you can have great content that will keep readers on the page (so more likely to click because they didn't just leave right away), but that's about it.
Of course a ctr is supposed to be low. I can't tell you my ctr (against adsense tos), but believe me it's low... way low, single digit (not counting decimals) low.
There are other ways to improve ctr, but it usually relates to layout, colors, widget style, and positioning...something the HP staff has already considered, and users have no control over.