This just out from Google – should result in an average increase in Content click quality and better ROI:
We’re pleased to announce a change that we’ve made to the incidence of clicks on text ads on the Google content network. Previously, users could click anywhere on text ads running on the content network, including the ad’s background and any part of the ad text, for their click to be registered. Now only clicks on the title or URL of text ads will be counted.
This change better aligns what is considered a click for ads on the Google content network with what is considered a click for ads shown on Google.com. By changing the clickable area on text ads, we hope to increase user satisfaction with both our advertisers and our publishers.
As a result of this change, some advertisers may notice a decrease in both the number of clicks and the clickthrough rate (CTR) in content network campaigns — along with an increase in the average return on investment (ROI) of content network traffic. For insight into the ROI you receive from your AdWords ads, you can install conversion tracking or Google Analytics to measure whether the clicks your ads receive lead to valuable actions on your site. If you use a third-party tracking service, you can use ValueTrack tags to identify the traffic coming to your site from the Google search and content networks.