Optimizing Adsense

Some people have been trying to declare that Adsense is dead. Others complain about the fact that Adsense just doesn't seem to pay enough money (usually these are people who try once or twice, then give up with Adsense). Then you have the people who are making real money, realizing more revenue per click, and are consistently seeing clickthrough ratios in excess of 10%. What are their secrets, and how are they doing it?

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