Search Total vs. Content Total

How do I compare these reports?

[starboy]

On one of my local (50-mile radius) campaigns for my restaurant I'm seeing:

Search Total = 5 clicks, 201 impr, 2.4% CTR
Content Total = 35 clicks, 775 impr, 4.5% CTR

I assume "Content Total" means number of times my ad was served to people who didn't search on one of my KW's. I'm getting much more action here than under Search Total.

If that's true, then are these results saying that I need to find better KW's? How do I do that, beyond the simple Overture and AdWord tools?

[antirack]

In your campaigns setup, you can include your campaign into Googles Search Network, or Content Network.

"Search Network" is their search partners: AOL, etc.

"Content Network" is AdSense and other content sites.

Right next where you activate or deactivate these two networks, there is a help link that brings you to a page with more info (i.e. what search is, and what content is).