PPC Ads taking a hit with the reduction of clicks due to a change in Google's AdWords algorithm. Seems that Google is trying to make ads more 'relevant', arguing that there will be an increase in click through rates, that advertisers will get better leads for their ads.
So if google wants to side more with 'real' sites that have fresh relevant content and regular updates, the ones to take a hit are the quick sites affiliate put up just to get traffic to the merchant's sites and make some quick money.
PPC Advertisers will take some time to adjust accordingly and adapt. It can be hard to have spend all that time and effort in figuring a good system to generate good leads, and to be google slapped, and to do over again. All that research, trials, testing different ads, etc.
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