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Originally Posted by WiredGuy
Actually on a PPC engine like Google, the really high CTR ratio will drop your overall cost per click, but generally its still a little untargetted but a generalized product like this should do well nevertheless.
WG
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True. Plus, they also explain it in the ad copy below the title. The strategy is to get eyes to the ad. Mixed with Graphic inline 'cues', this does quite well. The problem with many PPC ads are that people are "trained" (just by sheer repitition) to overlook them. By having these textual and graphical 'cues', marketers improve their game. In addition, to the benefits you outlined above.