Is Overture estimated clicks out to lunch

Stats does not reflect reality

[lgn1]

If #1 in Overture gets 100% of maximun theoritical click-thru.

Then Overture bidding tool reports the following percentage

#2 50%
#3 35%
#4 20%
#5 10%
#6 2%

The vast majority of Clickthrus arrive from MSN (which shows 3 listings per page) and Yahoo (which shows 5 listings per page)

Its a well known fact that 50% of searchers will browse to the second page, and 30% will browse at least 3 pages.

Therefore ad #6 should be seen by at least half the searchers.

Is bid estimates, based on old stats, where only the top 3 listings were ever listed. I find it hard to believe that position #6 is only worth 3% of position #1.

Anybody have any real stats, as we have just started up with Overture after a 3 year pause. We are gunning for position #6, as we see it as the sweetspot in the bidding.

[ByronM]

i don't think there is much if any relevence between keywords to keyword and especially market or verticals.

I bid 10 cents and get #1 spot on 90% of my keywords, the others i bid for #3. Page 2 is useless because the information being sought is quick.. if its not on the first page they try good or other search engines.

Variety of search engines has killed 2nd page serps for me - but that varies in market to market.