It is probably impossble to compare non-gambling ppc traffic with gambling se traffic.
Thats like comparing oranges and apples.
Players are looking for a number of things online. There are different business models that target different player groups.
Additionally, some people like to read and some don’t.
You need a real business model in this industry, know what type of player you want to target and build your site for that player.
Lots of business models work, some faster than others but the long term ones are usually eventually the top producers.
Also keep in mind that you make the most money from a small percentage of your players. Click throughs and traffic are of course important, but making one type of player very happy is what really counts.