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I spend with sex.com around $850 per month and make $1500, I love it for adult.
For mainstream i use adwords, from each 3k invested per month i get back around $6k.
For me the keys are around 30% the keywords you use and 70% what you promote and how it's promoted(product and promo pages, etc). It's not just add money, bid on some keywords for some urls and wait for the $$ to come. As any other income source, it requires work and a lot of study of the market.
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