If you are not doing this on a regular basis you could be losing money... leaving money on the table... letting the other guy get your cash. I regularly check my sites from the view of an outsider and see where I am failing so that I can get a better ROI on my visitor. That could be anything from: 1) Change the ad placement. Ad placement is huge and if your ads are not being seen or are being seen too late you could be missing out on cash. Move things around and see what works best for your site. Sure, the ads above the fold are important 90% of the time but there is the 10% and also you want to see what works best, left side, right side, banner ads, in content ad etc. Experiment with the placement and let that experiment go for a few weeks so you can get a good picture. 2) Monetization method. I do this a bit as well. Mess around with different methods to generate revenue on your site... CJ, Adsense, CPA, Clickbank, Amazon, etc... you do not know what works best without trying all the different possibilities. I took a site from around 3K a month to close to 4K a month on a regular basis by doing this a few years back and still change things up now and then. It does not always work in my favor and when that happens I just switch back. 3) Ad Types. Maybe the method you are using to monetize ends up best but perhaps the ads themselves could use a little adjustment. See what ads from your advertiser work best and see if they allow you to make your own creatives. Many will allow that if you just ask and get approval. Some would surprise you as you would think they are guarding their brand but I do not recall a problem with an advertiser when I was up front and just asked. 4) Theme or Web site Look and Feel. I see this as very important for a couple of things. The repeat visitor that does not remember going to your site when they searched your KW so you have a shot at keeping them on your site longer and thus a better chance to sell them. The new visitor that may convert better because your site does not look like 1996. In short, keep things fresh, keep the sites you own up to date and make sure that you continue to tweak them in order to get the best bang for your buck.