shorebreak - 1:26 am on Apr 11, 2006 (gmt 0)

IMO, vikingpwr's points are all good ones, and AWA referring to obscure AdWords FAQ's only serves to underscore the extent to which the advertiser community must realize that Google is looking out for #1.

We see Google CPC's and volume of searches per user having reached all-time peaks in early Q1, and since have been coming down. As more advertisers get analytics and ROI-based bid mgmt in place, the true [conversion] value of any search engine's traffic will become the CPC we all pay.

-Shorebreak