I started testing content. first of all, it seems to get 50 times the amount of impressions. Whether or not thats good I have no idea. 2nd, Google doesn't seem to state which of the content clicks are for what keywords. They just keep you in the dark about which keywords got clicked on content? Also, where do they show who clicked from a non-computer display, ie mobile phone etc. I'm curious as my website is on flash and flash is not supported by iphone. thanks!
Getting a hugr amount of impressions, and a much lower ctr on content than search is normal and expected and doesn't depress your ctr for search. (and they should ALWAYS be in separate campaigns, anyway) Content doesn't use keywords in the same way that search does - the 'theme' of the keywords in an adgroup is what is used - not the individual keywords - http://adwords.blogspot.com/2007/12/google-content-network-tips-part-3.html
People mostly use content network to create an online brand. But it depends on the kind of industry you are in.