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I've managed over 26% CTR the past year..
I'd say the 2 most important things are.. keeping your ads above the fold and within the content (I leave borders on so people clearly see they are adverts) .
I think the single most important thing to consider though is your topic .. I've yet to hear of directories or forumsthat do much better then a 2-3% CTR
If you are developing web business that is about a product or service that is in demand (there has to be a market) then you'll see you ctr's rise.
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