Big difference in CPC

Between Adsense for Content and Search

[mainspot]

I am kind of ignorant about the up and down of income from Adsense.

But from all the discussions about decreasing in revenue in this forum, I try to look at my own adsense stats of more than 4 years data.

I noticed that CPC of Adsense for Search was between 2 and 3 times bigger than CPC of Adsense for Content. BTW, I only look at monthly data, the daily data is too much for me.

I guest the quality of advertisers in Adsense for search is much better than the ones in content network. Note: this is based only on one individual data which is mine.

Based on that (individual) fact above, I am curious about the stats of other fellows Adsense partners in this forum.
Have you use Adsense for search in your site? Especially the one that keep experiencing decline in revenue.
If you used Adsense for search in your site, how is the comparison of your Adsense for search and content CPC?

[MyNewPC]

My EPC for the content network is much higher than AdSense for Search. I know I get some CPM ads through the content network so those earnings are factored in with click earnings. I'm in the travel sector.

It's possible that the higher paying advertisers in your sector don't participate to a great degree in the content network.

[europeforvisitors]

I'm also in the travel sector, and AdSense for Search has delivered astonishingly high eCPMs for me ever since it became available. The bad news is that very few of my readers use search, so search earnings (as opposed to search eCPM) are a tiny fraction of what I earn from content ads.

[stuartmcdonald]

Same experience here as OP and EFV -- "astonishingly high" describes the results accurately.

Looking at the adverts that do appear on the search results page (Using Google customised search tied to my Adsense account) and a page targetted on the same term/topic, it appears the top payers (at least in my case) are either not using the content network at all, or are using greatly reduced bids on my site for it.

Also in travel.

[ronburk]

it appears the top payers (at least in my case) are either not using the content network at all, or are using greatly reduced bids on my site for it

Reflecting the conventional wisdom among many (most small to medium?) advertisers: opt out of the content network.

I also see growing sentiment for a new advertiser optimization: opt out of the search partners as well.