seeker

I don't know If its directly related to optimization or not, but the PPC rev (per click) keeps dropping.
I had a site that I placed about a month ago. Gets nice steady traffic.

first week, i was getting 22 cents (Euro) per click! then it went to 17, 14, stabilized at about 10, and as of yesterday it is 9.

what's with the decreasing per click pay?
Is this related to optimization in that by changing keywords, the quality of the cliks are less?

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