Targeting AdWords
I don't know if this is directly applicable, but I've had a similar problem.
Some of the web sites I manage give away gifts (white papers, industrial guides, books, etc.) to help generate leads. FREE has proven to be a very effective word in our AdWords copy. However, when the ad is in the top spot our ROI drops. Apparently people see the word "FREE" and they click. I've found the best spot for these ads to be #3 or #4.
I also log the referer for everyone who clicks on an AdWords ad, and can track whether they convert or not. When the ads were in the #1 spot I was able to identify many search terms, not related to our products, which were resulting in our ad showing and being clicked on. Putting in negative keywords to eliminate those made a significant difference.
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