: May be clicks on your site are not converting causing AdSense to display cheaper ads. So you can't do anything about it. So if you can change the type of audience (eg middle class to upper

@Steve110

May be clicks on your site are not converting causing AdSense to display cheaper ads. So you can't do anything about it. So if you can change the type of audience (eg middle class to upper class, student to middle aged etc) - that could change the conversion factor.

What about the CPC in the peak business hours?

Ensuing account suspension could cause fall in CPC though, I hope this is not the case with you.

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