
If you have an website about seo and you rank for a kw like "best seo service" or "cheap backlinks" then you can make a lots of money since your visitors are looking to buy something if you rank for kw like "what is seo" or "wha is white hat seo" then your profit will be much lower since your visitors are looking for information not things to buy and in consequence the probability that they will click on an ad will be much lower.
The adsense income is based on CTR (click through rate) and HPK (high paying keyword) on your site.
CTR = (Clicks / Impressions) x 100
EPC = Earnings Per Click
eCPM = (Earnings / Impressions) x 1000
eCPM = CTR x EPC x 10
Earnings = eCPM x Impressions / 1000
Earnings = CTR x EPC x Impressions / 100
e.g; today there are 9 clicks from 2017 impressions. (example EPC = 0.04)
CTR = (9 / 2017) x 100 = 0.4462 = 0.45
eCPM = 0.4462 x 0.04 x 10 = 0.17848 = 0.18
eCPM = (0.3599941 / 2017) x 1000 = 0.17848 = 0.18
Earnings = 0.17848 x 2017 / 1000 = 0.3599941 = $0.36
Earnings = 0.4462 x 0.04 x 2017 / 100 = 0.3599941 =$ 0.36
If you can get 1000 "targetted" visitors daily to a niche site you have set out to promote certain products to the visitors, you can make a lot more than the figures being banded around in this thread. Having a site that gets 1000 "targetted" visitors and then using adsense to monetise them is ridiculous. I don't know how many times this has to be said... BUILD A LIST! Keep on testing and tweaking to get to a position where you have more than 50% of your visitors signing up to your mailing list, believe me this CAN be done. Then you can promote to these people until the end of time. There is no reason why over time you can't be taking down an average of a few dollars per visitor once they are on your list if you know how to manage lists properly. Too many people think Oh I'll get these crazy amounts of visitors to my site then throw up adsense and leave it like that, so much money being left on the table. You should be looking at adsense as the VERY last resort in terms of monetisation.