I think that is WAY too high for a forum to start charging $5 per click. The reason why they are so high is because a customer is actively searching for that keyword, not just clicking on link on the top of a forum out of boredom. I do not think that it would be smart to do this... Does it really cost that much to run a forum? Or are you just trying to get another buck? I know you have servers to pay for, but that is a bit high of fees. I know I personally don't pay anywhere near $5 click for results on Overture, and only a fool actually targets the phrase "web hosting". I was thinking of advertising here, but this would change my mind. As a web host I would much rather go to the competing forum that does not charge by the click. But hey... Its your forum.