[Wazza]

Without being seen to split hairs too much, it truly depends on the target and the term and the listing details (or adword text).

If you're promoting a sponsor and you've been getting reliable solid ratios over a decent time frame with them (and are earning >5cpc) then a narrowly targetted adwords (or similar) campaign may be a good idea.

I've got a couple of adwords running atm direct to sponsors that meet that criteria. I keep my texts dull and descriptive, I'm not trying to attract the easily excited type, I want the ones who really want what my sponsor is offering. Profit margin is acceptable - but I certainly won't be retiring on the income...