Testing about a year ago. Had a 8x increase in CTR without much drop in CPC, so that was a big win for the site. I think there's more to squeeze out but it was written a long time ago in hobbled-together .asp, and that's not my forte. Someday I'll move it to a different back-end so I can experiment with things with more ease. For instance, I have content (with real words!) ready to go, but sadly the amount of work I'd need to do to hack the code to display it isn't worth it if I plan on changing the code out anytime soon.