Thanks! I guess my question was, how do you differentiate between context clicks? Say you are a health insurance company. You could bid 30 bucks for a search click on a search of "self employed health insurance plans", and say 1 dollar for a search click on a search of "medical bills". Fair enough.

Going with the 1/3rd analogy, it seems you should pay 10 bucks on a click with a blog post of someone comparing and sharing their experience of buying health insurance while freelancing. You should bid 33 cents per click along with news story about rising medical costs in the nation. But how do you differentiate between these two types of "specific" vs "general" contextual content while placing bids on contextual ads? Or is this functionality just missing in current bidding engines?