Maximum CPC

Is it possible to have different CPC for Content and Search?

[Karmatar]

Checking through on of my Ad Groups I saw the following statistic:

Search Total Cost/Conv: $18.42
Content Total Cost/Conv: $51.44

Obviously my ads are converting better on Google and the search network, than on the Content network. What it means is that there is room for me to increase the maximum CPC for the search ads, but I really need to bring it down for the Content ads. Is this possible in the one adgroup or do I need to create a duplicate adgroup to show on the content network at a lower CPC?

Thanks in advance for your help.

[eWhisper]

This post goes into some detail about splitting them apart:
[webmasterworld.com...]

[Karmatar]

Thanks eWhisper. I'll get on with duplicating my ad group then....