totally agree. everyone knows content targetting converts at a much lower rate than search-based traffic. Content targetting is maybe worth .02 / click for me - where seach based traffic is closer to .10
Could it be that much cheaper (I've never seen it actually go below .05)? AWA?
Google telling me "it might be cheaper" doesn't tell me anything. I tried to hunt down more info - but it's almost like they don't want to cough up the info.
I suspect the large majority of content traffic results in a negative ROI. Although, when factored in with the search based traffic in the same campaign - the user still typically has a positive ROI.
I suspect Google knows this - and that's why they don't want to let people bid on content traffic seperately.
Anything they do to let people break out content traffic from search traffic helps to point out how poor quality it is.
Seems like about half of all the really nasty spam-results in google are now sites running adsense.
Something ironic about google sending checks to websites they're presumably trying to ban from the SERPS.