It seems like I get a boost in revenue whenever I change ads, even if I just substitute an ad with one that is built the same. Does activity alone cause Google to send more/better ads? Conversely, is there a decay effect? Also, I'm trying to understand why implementing a major page facelift last week caused the revenue to dive to about 1/4 of previous revenue. (I reverted after a few hours). Obviously, such a change should shake things up, but ?that much?!. I'll be adding the changes in smaller steps and A/B testing as I go, but wondered if anyone had similar experience. I've discovered that even small ad placement/style changes can have a big effect on revenue, and I assume that much of this drop can be blamed on that. (Background: my site is huge, content-dense, 95% of traffic comes in to one internal page, which has about 1.6 million variations of content.)
I read somewhere else people mentioning that, but I personally do not think that changing ads around gets a higher PPC and then ends in a lower PPC. Could it be a coincidence? I don't know. I think if you let your page with new ad placements stay the same for at least 6 months you will see that you're PPC/CTR will stay pretty balanced. But I could be totally wrong.