an idea I had to increase click throughs

[disgust]

if the far, far majority of your users load a decent number of pages, has anyone tried implimenting something like this?

say you have a three column site. column 1, column 2, and column 3. 2 is for content. you use php to have it either randomly (or every other pageload) change the nav from being either on column 1 or column 2, and the ad gets the opposite side. so basically, when they load a new page, where they expect to go for navigation is now an ad.

if you've tried something like this, what's it done to click throughs?

[adfree]

Why don't you try it in a pilot if you believe your users will appreciate this setup?

To me it does sound a bit like confusing the user though, remember:

"Don't make me think" always plays better for the user. Unless you are running your site just for the buck.

[ronin]

It's not a bad idea to vary the position of the advertising on different pages. (Either dynamically or statically). Having said that, I wouldn't touch the navigation - keep it in a constant position, otherwise you're liable to frustrate certain users.

[wonderboy]

Sounds like an evil trick to get users to click ads =)
I reckon it would improve revenue, but not sure about user satisfaction, you do have to think about both.
W.

[ignatz]

Remeber that your sites will be reviewed by Google staff from time to time.

Ask yourself this question: Will your increased ad clicks result from user error/misdirection?

Doing a random color change is one thing, but swapping the nav and ad locations sounds a bit on the crafty side to me. If I was a user I would be annoyed, and if I was a Google reviewer I'd send you the darth email.