Is Google the right place

As I'm something of a novice in this area maybe some of you could offer me
advice for a fairly small project.

My Google adwords insertion is getting about 15,000 impressions and 10
clicks a day, consistently. In spite of some fairly closely targetted
keywords, which all rate in their top 5 projections, more than 95 percent of
the traffic comes from what Google describes as "content" and I'm not really
sure what this means or even if this is good or bad

I'm disinclined to try Overture as past experience proves that with a small
interest area like this, I can't justify their minimum monthly cost and they
don't stop debiting this even after they've been asked to cancel.

Am I to understand that most of my impressions come from the text in the ad,
or is it something to do with the site itself which has been floating
between PR4 and 6 over the past few months?

Should I attempt to improve it?

Jeff Mowatt

Jeff Mowatt wrote:

As I'm something of a novice in this area maybe some of you could
offer me advice for a fairly small project.

My Google adwords insertion is getting about 15,000 impressions and 10
clicks a day, consistently. In spite of some fairly closely targetted
keywords, which all rate in their top 5 projections, more than 95
percent of the traffic comes from what Google describes as "content"
and I'm not really sure what this means or even if this is good or bad

I'm disinclined to try Overture as past experience proves that with a
small interest area like this, I can't justify their minimum monthly
cost and they don't stop debiting this even after they've been asked
to cancel.
Am I to understand that most of my impressions come from the text in
the ad, or is it something to do with the site itself which has been
floating between PR4 and 6 over the past few months?

Should I attempt to improve it?

Jeff Mowatt
There are some suggestions here:

https://adwords.google.co.uk/select/tips.html, especially "Content - What
should your ad say?"
Best regards, Eric.