So I completely changed the template on one of my top sites and instantly saw an increase in my revenue per click (on one channel) from around $0.10 to $0.20 but, 3 weeks later, this has dropped back down to $0.10 which I find strange. I don't think advertisers bids would have changed over this period so I am wondering what could have happened. What might have caused the initial jump up to $0.20 and why has it come back down? The site gets a lot of clicks so it's not just that my numbers were unreliable at first, they are statistically relevant. Any ideas will be most welcome. Or maybe try it yourself and see if you can benefit.