If i had a site full of ugly ads positioned in all the wrong places, and then changed them to be better, I could also multiply my earnings... big deal.
First of all congrats webdesignlist and thanks for sharing the info here. When you said it raised the CPM dramatically, I was curious if this is the page CPM or ad impression CPM. Obviously both will go up, but I usually look at page CPM for my adsense stuff. (This is just for my insanity btw)
He basically stuck the tool below the ad unit with a 'tunnel' of images next to it so you HAVE to look at the ads in order to end up at the tool. The ads I got weren't all that relevant but I can see how it works. Things is though, the metrics might have been well crap prior to this so 400% improvement might not mean a lot.
Your info is useless unless you post a URL to your website. It's better to see rather than hear. More plausible.
may be his site is here: http://www.google.com/search?biw=1024&hl=en&q=webdesignlist+tool&btnG=Google+Search
OK, you have all found out now anyway - its www.123promotion.co.uk/ppc I just didnt want to offend Sean (by telling people my site) who i am very much in awe of, regarding his tools, ideas and ingenuety (is that spelty correctly?)
You might get in trouble for those images one day since they're not yours at all. Pretty clever how the images change according to the search term. Well done. Talking about ingenuity