The goal is to reach your optimal profit point; where an increase in expenditures would result in a decrease of overall profits. For adsense, this requires care

The goal is to reach your optimal profit point; where an increase in expenditures would result in a decrease of overall profits. For adsense, this requires careful/constant measurement/iteration. More here: http://en.wikipedia.org/wiki/Profit_maximization#Marginal_cost-marginal_revenue_method http://en.wikipedia.org/wiki/Profit_maximization#Marginal_co... Good article for the adsense illiterate though.