Clicking of unclaimed words, takes the user to the order form.
Sounds a bit like an advertising banner that leads to a 404 page. Why would a visitor looking through adverts want to visit an order form to place an advert?? The two areas should really be kept separate. Would it not be better to only show words that have been paid for? - this saves disappointment for visitors + you can then let advertisers pick their own words.
Whilst I can understand not wanting 'in your face' adverts, I would say that, having a separate page for advertisers generally tends to provide a convenient way of avoiding them - great for visitors - bad for advertisers. Most advertisers require statistical data to prove their investment is working for them, if everyone is avoiding the adverts page - then it will soon be apparent to the advertisers that their investment is a waste of money.
Personally I think that the best implementation of this kind of idea is
word links - where words are replaced within submitted content with
rollovers linking to sponsored content. Each rollover constitutes an
impression - This way, advertisers get impressions - visitors don't have to go anywhere, there are no banners, and everyone is more or less happy.
The art of advertising, is to do it blatantly - but, without being blatant.
/DM