Placement CPC costs too much?

[bcc1234]

It seems that Google uses the same model for CPC placement as they did for CPM site targeting: mainly, the ad, if shown, occupies the whole ad block.
Is that true or am I missing something?

With CPM that makes sense. If an advertiser pays for the impression, they should get the whole block.

But with CPC, that doesn't seem to make sense.

Right now, if I want to bid for placement on some site and pay for clicks, my bid has to be high enough to cover the loss of petential revenue for all the other ads that could have been displayed in that block, because mine is the only one that would be shown. Again, with CPM, that makes sense. But with CPC, it just costs way too much to appear of the site/page that I'm targeting.

Is it possible to use placement and share the ad blocks with other advertisers? The same way the content network works when using keywords.

[rmay]

I'd argue that it makes total sense with the CPC model... you're obviously going to get the majority of the clicks by being the top spot(s), or in this case winning the auction for the placement by having the highest bid or bid/quality score.

I'm sure that publishers would rather see one high paying ad fill their inventory as long as it's a quality advertiser, too.

[bcc1234]

I disagree. If you have sevral ads, then for any given visitor, the chances are higher that at least one of the ads will interest that visitor and result in a click.