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Originally Posted by 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...
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I've had the same results in the past with adwords, advertising sites that really converted like crazy for me. Hard to do more than break even.