Interesting but the problem with this, at least as far as AdWords is concerned, is that low CTR means low Quality Score means higher minimum bid required for th

Interesting but the problem with this, at least as far as AdWords is concerned, is that low CTR means low Quality Score means higher minimum bid required for the same positioning. So it is costing you more in the long run. If you're doing a CPM bid on the content network then you're bidding on impressions anyway, in which case there really isn't a reason to disincentivize clicks.