Why do text ads cpc work so well? Do they?
Well, let's rewind a little. They work better than the old banner ads that people used to see and the popups that led to popup blockers, etc... So these unobtrusive text ads at least are not like the used car sales guy you want to stop pestering you, and is more like the courteous informative salesrep who can help you out at times.
If you think about it, it's like lo-fi music. You know, the type that is under-produced and recorded in a 4 track in someone's bedroom. Like beck used to do, or elliott smith. They're less glitzy and shiny and less produced. But people like the home-spun authenticity of the message.
Who would have thunk I would have likened cpc text ads with lo-fi Beck and Elliott Smith? Oh well, you gotta have fun when you can.