Adsense

about a month ago with a friend got on this system. Inserted ad code, sit, wait for changes. He has 2-3 times less visitors. Moreover, his income for the month amounted to approx. $ 40, I have ok. $ 30, with less views and clicks. Went to google search for info on adsense. it turned out that there is such a thing as the “price of the word” in the advertisement. At that, the spread is huge, reaching $ 22 per click. Duck can then all the content of the Internet adjust under these words?