Testing and keyword research are the biggest reasons for AdSense success imo and they are probably the two most under utilized techniques by webmasters.
If you want to improve your earnings, you will need to try different techniques and different styles of ad units. The only way to know what works best is to test it out and compare the results. For example, you could try a skyscraper unit on the left side of your page and add a rectangular unit in the upper left corner for a certain period of time. Then watch your stats and see if your CPC and earnings are improving or not.
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