Chernelle - 7:38 am on Dec 10, 2004 (gmt 0)

(True, but you could reduce the max cpc once enough ads have been served to calculate the CTR.)

I understand what your saying PeteM

But I still think something similar to the current Ad optimization feature within our accounts which I mentioned before; where the Ads with higher bid rankings for any given Keyword/URL combination get shown more often than those with low bid ramkings but with only one Ad being shown at any one time, would be more fair and equitable for all concerned.