[patio11]

That sort of bait&switch AdWords stuff rarely works well, unless the bait&switch is of the variety:

+ title: "Is Gold Selling A Scam?"

+ actual business: selling gold

You might consider doing media buys on outlets which refuse gold selling ads, since their ad rates are terrible (because they refuse the best way to monetize MMORPG traffic) and the audience is targeted fairly well. This is especially the case if you can get ones which are too obscure/niche to warrant attention from either the Chinese MMORPG publishers or the brand advertising teams at EA and whatnot. e.g. Curse Gaming currently shows a D3 ad placed directly by Blizzard so they'd be a poor choice. Penny Arcade also probably a poor choice. Popular MMORPG bloggers monetizing through Project Wonderful or something: probably a good choice.

(I'd try buying an ad through Project Wonderful, seeing if it works, than offering to just buy that ad slot directly and cut out the middleman. Bonus: they're probably cheap -- you could anchor it to something like "Hey I'll pay for your WoW subscription and buy you D3 when it comes out if you replace your ad block with this.")

[daeken]

Interesting. So you don't think that something like "Get help in World of Warcraft" or the like would convert well off of keywords like gold or powerleveling?

[patio11]

I believe that the conversions would be abysmal (on the order of ads for e.g. wedding venues on a search which clearly demonstrates immediate intent to consume pornography) and the ad network (Google, etc) will hate it.