Three things you should optimise your website on

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there are three items we should optimize:

* CPC (Cost Per Click)
* CTR (Click Thru Rate)
* Number of page impressions)

Cost per click , bcause more the competitive keywords more the money in lesser clicks .
Click thru because you make money only when some one will click on the ads . A 5 - 10 percent is normal click through.
Number of impressions , well who ever said traffic wasnt the bloodline of any website .