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The GP story was based on the premise that opting a campaign into the display network increased CPC on search ad clicks. I know for a fact that it is not possible. I am not at liberty to go through each issue the GP had, so I linked to the best source of truth on this subject.

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The effect of lowered account-wide CTR on CPC is something that has been experienced by a lot of people who have run Adwords campaigns. I saw it discussed a lot on forums about affiliate marketing. They always said, whatever you do, avoid the "account slap" that comes if your CTR plummets. I saw it myself on more than one account.

Maybe it isn't causal? But the correlation is pretty near 100%.

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