i checked the old adsense today and i was shocked that 2 clicks from content ads paid out more than 78 clicks from search ads. I think its ridiculous, why do search ads pay out so little ?

I think it matters what was the search query and from where (Country) that user came and search and same thing on other side on the ads of content. Google gave me 4.28$ for a single click once and some times on the same site there are 5 6 clicks and gave 3 4 cents only

probably the advertisers pays more for the content network ads than they pay for the search network.

cpc depends upon the advertisers. Make posts which should have high paying keywords

A good way to find which key words pay best is to sign up for a adword account then you will have the ability to see which keywords pay the most. Job related keywords pay some of the highest

Originally Posted by chrishirst

probably the advertisers pays more for the content network ads than they pay for the search network.

I tried the "network ads" when I saw the CTR rate of 50% and 75% on some sites I figured that out fast 1.5% - 3% is about right you might get 6% on a few BUT 75% come on. I get better results from just the Google search and they are a lot cheaper

Originally Posted by chrishirst

probably the advertisers pays more for the content network ads than they pay for the search network.

Some of them can even pay 2x than that just for appearing on your site.