Clarence - 6:42 am on Dec 8, 2012 (gmt 0)
1,112,736 Ad Network Impression
$74.91 in earnings
Google Ad Words
3,513,645 Ad Impression
$12,696.18 in earnings
The Ad Networks are 30% of the Traffic, but make up .04% of the Money.
Meaning The Ad Networks got a Million Impressions of my Traffic but only paid 1% of what Ad Words paid for it. That's a 90% Discount on my traffic.
The Ad networks paid me $0.06 per 1000 Ad views.
Google Ad Words paid me $3.61 per 1000 Ad views.
By clearing out the Ad Network, I freed up an over 1 Million Ad impressions for Googlde Ad Word Advertisers which will pay more.
To do this calculation on your own:
Performance -> Ad Network
Choose Last 30 days.
Go to the bottom of the Report.
Take the Total Ad Request then minus them from Google Ad Words Request.
This will get you the total ad impression for all Ad Networks - Google.
Take the Total Earning then minus them from Google Ad Words Earnings.
This will get you the total ad earning for all Ad Networks - Google.
"Google make these numbers confusing by grouping them"
Ignore the clicks, because most of these network bid by impression only.
Divide your Ad Network impression by 1,000. Save the Number.
Divide your Ad Network earning by the number you got above. < YOUR RPM "Earning per 1,000 ad impression".
Now compare that number to your Google Ad Words RPM.
Then Shake your head in misery when you realized how much dirt cheap advertising you gave away to these crappy Ad Networks.
Block them all, and block all future networks.
Monitor you're earnings, CTR, and RPM for the next 2 weeks to 1 Month.
Enjoy the new income you receive and the better targeted ads you receive.
Don't be scared that you will lose possible income, You won't.
Don't be scared that less advertiser competing for you space will lower the price, it won't.
These Ad Networks bid for what's called "excess inventory". Basically the dirt cheap traffic they can get in bulk for little money. So don't even pay for the traffic they exchange traffic with Google "Google advertises with them, and they get advertising on Google at a dirt cheap rate".
Google Likes them because it's pre-paid Money, and Google finds place to dump the Ad impressions. Yes I said dump the ad impression.
Do the numbers, and test it for yourself.