When I looked at price of click for my niche, it was around $0.03 for positions 1-3. Now Google is charging me $0.33 for click. What's going wrong? Ok, I made a really, really nice web site, lots of pics, lots of info, lots of user comments and so on. So it is not site.- And I split keywords into keyword zones and started advertising. I made an error and selected content network, which gave me thousands of ad impressions but zero clicks. So I turned that off. I get CTR (click through rate) of about 2-3%, which I guess is neither good neither bad.