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Hello. Much of Google's advertising still relies on keywords to serve ads. This is great for you as a publisher as it allows you to target higher paying keywords regardless of your audience and niche. Another thing you might want to do is include high paying keywords in the content you create. Some keywords can fetch hundreds of dollars per click, and you don't have to go out of your way to include them in your content.
Also, it's always wise to keep digging where you find gold. If you find that articles on a specific topic or content types have enhanced cpc adwords ? Make more of these. Find the highest paying phrases that are relevant to your audience and include them in your content.