Good call, bwnbwn. I have fallen about 1/2 a placement for my Average Ad Position (on Google Analytics) for a few of my most targeted words. That is sure to be a significant factor, even if I am still in the top 1-5 positions! My impressions have fallen as well, though, so some of my attrition is due to lower search levels...and then the situation is compounded by my lower ad positioning. Thanks bwnwbwn!