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On my site, which is a niche site, though admittedly not keyword optimized (I started with it in 1997 and it has a lot of repurposed content magazine articles, presentations etc.), earnings for a single click has varied by almost a factor of 50. Average EPC is more stable, but still variable.
Overall, I'm happy with my EPC, which is over 10 cents but under a dollar...
Re keyword optimizing: Don't ask me. I don't do it. But I see constant discussion on the WebmasterWorld boards about how to do it. And from what I see, some people build new sites from the ground up in a way which they believe will get them ranked well in search engine results....
i'm amazed at how paranoid people are about "terms of service".
like google is sitting here tracking our usernames to see who posts up their epc.....
like google was god, Iam dont thing break TOS why
1) I was not accurate
2) Few information
3) EPC dont is information informed in G, is information made by me.