What a Difference the Right Ad Can Make

CPM is Soaring Today

[BlueFin]

Beginning about 5 or 6 hours ago, all of my usual text ad skyscrapers have been displaying this pink HP ad for a Photosmart 475 photo printer, just a single graphic ad. Since that time, my CTR has remained constant but my eCPM has soared over 40%. I don't really understand the logic behind this ad being shown on my site as it is not relevant to our content.

We never see any significant increases in eCPM late in the day. In fact, we typically see a decline.

[level80]

What's the general topic of your site then and which demographic does it serve? To be perfectly honest a lot of people viewing websites have printers. ;)

[BlueFin]

Travel. Adults from all over the world.

Well, a lot of people have a lot of different things but that doesn't make it relevant to the content of my website which is how the ad serving should be determined.

We ended the day yesterday with the lowest number of clicks of any day this month (just 4 clicks lower than the next lowest) but with the highest earnings of any day this month. Our CTR dropped after I last posted.

So far today, that ad is still running and our CTR is very low but our earnings are very high relative to the number of clicks. This shows that my site visitors are not interested in this ad but the few who are clicking on it are generating a high EPC. That said, our total earnings for this time of the day are low.

[indias next no1]

as your earnings getting high, the ad., might be "site targetted"

[abbeyvet]

Travel.

Photo printer is related - people travel, they take photographs, they want to print them.

I might well target keywords related to travel with a product like that.

[europeforvisitors]

This shows that my site visitors are not interested in this ad but the few who are clicking on it are generating a high EPC. That said, our total earnings for this time of the day are low.

Isn't it more likely that it's a site-targeted CPM ad?

[BlueFin]

It could be, EFV, especially if you aren't getting it on your site. It's too early in the day to make any determination, but if our CTR stays as low as it is now with this ad so prevalent through my site, I will probably block it, at least for a few hours.

[dvd1000]

Can an advertiser chose to advertise on a particular page ONLY instead of entire site?

[europeforvisitors]

Can an advertiser chose to advertise on a particular page ONLY instead of entire site?

No, but--according to Google--site-targeted CPM ads are displayed on a page only if they're likely to earn more than CPC ads on that same page. That's why site-targeted CPM ads turn up on some pages but not others.

[dvd1000]

Thanks :)

[ken_b]

Can an advertiser chose to advertise on a particular page ONLY instead of entire site?

Yes, apparently they can.

Site targeting places your ads on individual sites in the Google content network. Site sections take that one step further by placing your ads on only one section or even one page of a site.

Here's the Adwords page where you can read more about it [adwords.google.com].

[BlueFin]

The party is over. It lasted about 50 hours and caused our earnings to soar over that 2 day period while cutting our CTR in half. Thanks H-P! You're welcome to come back any time, at the right price of course. :)