[deathpunk dan]

Craig

It depends on your budget, your kw's, your ad's quality, the destination URLs (ie where people are ending up on your site upon clicking your ad) etc.

I am going to say that for Rennstore, turn off content network. Build out more keywords. I can help you with keyword generation...chase the long tail. Go for highly relevant, better converting keyword phrases that don't get impressed as often.

Make sure you experiment with all 3 match types. Write good ads. Make sure you are driving people the best possible landing page for each kw phrase.

What level of website traffic analysis do you use? At the very least, you probably have access to some free tools, how about Google Stats? Have you configured Adwords conversion tracking by plugging in their code into your post-checkout order confirmation page?

Turning content network on, as you probably know, means that google runs your ads across hundreds of thousands of websites that run google adsense. Those sites tend to be plagued by click fraud.