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Why can't publishers determine CPC for ads displayed by google?
yobo

10+ Year Member



 
Msg#: 3308336 posted 1:00 pm on Apr 11, 2007 (gmt 0)

My average earnings per click is all over the board. It would be great if we/publishers could dictate the amount of earnings per click we require in order for google to display an AD.

Anybody know if google has thought of this or is thinking about this?

Yobo

 

europeforvisitors



 
Msg#: 3308336 posted 1:41 pm on Apr 11, 2007 (gmt 0)

My average earnings per click is all over the board. It would be great if we/publishers could dictate the amount of earnings per click we require in order for google to display an AD.

Great for whom? Not for lower-bidding advertisers (who are Google's paying customers) or for Google (which needs inventory for all ads, not just those that pay well).

I can't see Google letting the average publisher set a minimum EPC for ads, but you never know. :-)

Januuski



 
Msg#: 3308336 posted 2:30 pm on Apr 11, 2007 (gmt 0)

We have been asking for this for years. I would rather show no ads than showing cheap ads paying zero zero nothing for click.

[edited by: jatar_k at 2:44 pm (utc) on April 11, 2007]

sailorjwd

WebmasterWorld Senior Member 10+ Year Member



 
Msg#: 3308336 posted 2:42 pm on Apr 11, 2007 (gmt 0)

If you want a minimum CPC then I suggest you get your own advertisers and negotiate with them.

Or, perhaps move to another topic other than ringtones, blogs, & entertainment.

"Google is Good"

creepychris

10+ Year Member



 
Msg#: 3308336 posted 3:21 pm on Apr 11, 2007 (gmt 0)

Sure, I'm all for it. Publishers should just be ready for the dismal fill rates of some other ad networks. I think I would probably not set up a minimum myself, but then again, at 1 cent clicks, I'm pretty sure I'd rather keep the traffic.

Januuski



 
Msg#: 3308336 posted 3:25 pm on Apr 11, 2007 (gmt 0)

Any enhanced control of ads or advertisers by publishers would be bad for Google thatís why we do not have:

1. Advertiser approval tools
2. Unlimited Filter
3. Option to set minimum CPC
4. Option to set minimum eCPM
5. Easy way to switch off targeted ads
6. Better control of ad formats and fonts
7. Geo-targeted ads control tools (I donít need Italian ads on US website)

Should I go on?
Thatís how it is.
If you donít like it leave because Google want to control and determine what will be displayed on YOUR website and how much you get paid.

creepychris

10+ Year Member



 
Msg#: 3308336 posted 5:09 pm on Apr 11, 2007 (gmt 0)

The option to set a minimum ECPM is not workable because it is not set beforehand. It is determined as ads are delivered and clicked. I suppose Google could stop delivering if the ads are performing below, but the point is that ECPM is changing every second.

Or did you mean ECPM in regards to site targeted ads? Since that is set you could set a minimum.

europeforvisitors



 
Msg#: 3308336 posted 5:30 pm on Apr 11, 2007 (gmt 0)

The original poster was talking about earnings per click, not eCPM.

creepychris

10+ Year Member



 
Msg#: 3308336 posted 5:37 pm on Apr 11, 2007 (gmt 0)

EFV,

4. Option to set minimum eCPM

I was replying to Januuski whose post is just above mine.

Januuski



 
Msg#: 3308336 posted 11:12 pm on Apr 11, 2007 (gmt 0)

4. Option to set minimum eCPM (should be CPM) eCPM=everage CPM

CPC and eCPM should work together! If you want to place your ad on our website there should be a price for click and display (eCPM) price. eCPM should be a fee for posting the ad on our website. This is very important because this is only way how you can get paid for miss targeted ads.

We do the same for our advertisers. We charge flat CPM fee if there is not enough clicks. Example: Our website is about real estate and we do charge realtors $0.50/click. Most realtors will meet our minimum CPM because they are targeted ads for our niche and they get a lot of clicks.

When we have a construction company who wants to advertise on our website we will say: "Your rate is $0.50/clicks but if you have less than 20 clicks per 1000 impressions you will be charged flat fee of $10/CPM because your ads are not targeted for our niche." If they get 30 clicks we still collect $15 but if they get no clicks and we displayed the ads we have to charge them the minimum CPM fee.

Why should I be displaying non targeted ads on our website at the pay per click rate? You can display your ad bizillion times and you will get no clicks because the ad is not a good fit for our website. Simply stupid.

I believe Google is trying to do the same with targeted CPM ads. They should be competing for the space. Yes place your ad on our website but you will be charged $0.01/impression for displaying the ad and $0.50 per click. When the advertisers gets enough clicks to meet our eCPM, the per impression display fee will not be charged. Simple as that.

rocker

5+ Year Member



 
Msg#: 3308336 posted 11:47 pm on Apr 11, 2007 (gmt 0)

eCPM=everage CPM

eCPM = effective CPM

Januuski



 
Msg#: 3308336 posted 12:17 am on Apr 12, 2007 (gmt 0)

eCPM = effective CPM

effective CPM = everage eCPM. Same thing!

The problem is the eCPM is too low however you want to call it :-)

europeforvisitors



 
Msg#: 3308336 posted 12:38 am on Apr 12, 2007 (gmt 0)

CPC and eCPM should work together! If you want to place your ad on our website there should be a price for click and display (eCPM) price. eCPM should be a fee for posting the ad on our website.

We all knew what the CPC payment model was when we signed up, so saying that there "should" be one fee for impressions (CPM) and an additional payment per click (CPC) is a bit of a stretch. Double-whammy pricing also wouldn't be a cure for the low earnings that some publishers complain about, because advertisers would have even more reason to be leery of the content network than they already are.

Januuski



 
Msg#: 3308336 posted 1:10 am on Apr 12, 2007 (gmt 0)

We all knew what the CPC payment model was when we signed up, so saying that there "should" be one fee for impressions (CPM) and an additional payment per click (CPC) is a bit of a stretch. Double-whammy pricing also wouldn't be a cure for the low earnings that some publishers complain about, because advertisers would have even more reason to be leery of the content network than they already are.

It is not double-whammy pricing. After all it was Google who since then introduced CPM and Targeted ads. But we got no tools to control CPM or targeted ads. We should have at least some control over targeted and CPM ads. If you want to target my website give me the tools to approve advertisers and ability to set CPM or CPC.

It is not my fault AdSense system is not capable of displaying targeted ads and allowing advertisers to pick and choose website to display unrelated low paying ads. If you want to display whatever ads not related to my niche I should be compensated for the ad space and ad impressions on CPM bases.

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