$2 per click is relatively cheap. Top gambling words on Overture run four to six bucks. “poker” was up over $22 a click last year. Obviously $2 a click is a steal in comparison. Of course the quality of the click matters, so direct comparisons of price are never really accurate.
Given the Overture and Ad Words policy change, and the obviously all important natural search results now, cost per click and paid advertising that locks up specific real estate clearly should be on more people’s minds these days, both webmasters and casinos.
In other words, established sites should be able to dictate a lot better terms for themselves in the near future while newer and unproven sites will have a ton of work (and SEO) to do to compete.