I guess the "adworth" of a single consumer is sort off fixed and when the consumer browses the internet twice the amount of time the revenue per impression falls. Also I guess the "adworth per capita" has gone down alot when people are reluctant consume extravagenza.
Each advertiser is trying to optimize ROI for the search ads it spends on. They do that by tracing clicks to subsequent purchases. This tells them how profitable/unprofitable the ad purchase was.
The advertising system is self balancing on cost per click if each advertiser optimizes it’s spend based on portfolio theory and because of the reverse Dutch auction that Google runs.
With the virus, some advertisers just don’t have anything they can sell right now (cruises, concerts, sporting events). They won’t even be bidding. Others will have things to sell that are in far less demand (cars, restaurants). The decreased demand will drive down cost per click (or adworth as you call it).
I have noticed many companies dive into emails to previous customers. They are also offering deals. This is cheaper than ads.
