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I took content targeting off as my ads are specialized.....there is a bug in my ear that tempts me to turn it back on....
Maybe you could do a Shak-like test.
I'm referring to a time when one of our moderators, Shak, decided to do a test for a week - to see how it worked for him.
Because I work at AdWords, perhaps you should take my advice with a grain of salt. Still, I really think the idea of running a test for a week or two, then making a decision based on your actual results is not a bad one.
My two cents!
I had not had them on since the format change until this weekend, and I was really disappointed with my CTR. I'm going to assume it was just because it was Easter weekend unless next weekend sucks too, but I have been having CTR's in the very high 2.x's to low 3.x's for the almost 2 years I have been running my ad. This weekend I was lucky to average a 1.5. My ad hasn't changed in any way, but my results really took a dumper.
There are 3 variables I need to rule out: 1) Easter Weekend, 2) The new format, and 3) The special pricing on "certain" clicks... I hope it was just Easter weekend :)
This was the exact same time Adwords was having some troubles. They obviously changed something, because my sales haven't come back up yet. We are not talking about a couple of percentage points, I am talking about a 60% drop in orders.
See this thread