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I used to have a terrible design that meant the site was hard to navigate and looked amateur.
I now have a new killer design installed and adsense revenue has dropped by about 60%. I guess people are reading more but what terrible irony that the better your content the less people click on ads.
I know there are pay per impression programs but these seem to put mostly spammy ads on your site and don't pay as well as adsense once did.
How much traffic do you need to have before you can make serious money selling ad space? Surely once you have an x market share you're worth money at least as a billboard space for big companies?
Unfortunately it is not a winning business model and Google has banned many such websites or displays very low CPM ads.
I think you have done the right thing about providing a great design and I am hoping that you have good content. That is the only business model I know that works in the long run. You will attract natural, one way links and people will return due to great content. The more traffic you get the more your income should be. I have followed this model very successfully to create an annual income in six figure US dollars from AdSense alone.
Hmmm, if i have different versions of my website (good design for profit or content), why not try to put them on two domain names?