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But I write may Ad and set my bid to attact the visitors I want at a price that I can afford. Any reduction on content clicks i see as a bonus.
I have experimented, bidding lower amounts for content that search, but most of the time I get good conversions whether they come from content or search, so i am happy to pay the same.
Lately the follow through on content has been higher than for search.
This is probably due to much higher competition in search where I must pay up to 3 times higher to bet into the top 5.