If you have CPC ads on your site, you have to optimize for failure: the ad has to be more enticing than your application/content or you don't get paid If

If you have CPC ads on your site, you have to optimize for failure: the ad has to be more enticing than your application/content or you don't get paid If either of you ever come back to this conversation, would you please point me to a detailed description of this point? I'm having trouble getting my head around it.