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Declining Earnings Per Click

2:28 pm on Aug 14, 2003 (gmt 0)

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I have been in Adsense since 7/1. My EPC so far this month is down about 10% from last month. How is yours?
7:16 am on Aug 19, 2003 (gmt 0)

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My earnings per click are way down. My ctr is way off as well. My income is off 85% since the blackout. And my traffic has never been better.

I'm down 50% with the same traffic. Something strange is going on. Maybe it has to do with ads in other languages? Maybe it's the use of Adsense on a similiar site (only larger) which recently happened? Maybe it's something completely different. Whatever it is, it's causing a serious drop in revenue unfortunately. Not much I can do about it I suppose.

10:14 am on Aug 19, 2003 (gmt 0)

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There are really only three non-competing classes of explanations for declining EPC's:

How sure are we that there are declining EPCs over the whole AdSense network? I see individual posts talking about declines, but also some talking about stable numbers.

My EPCs haven't changed significantly over the last six weeks (since early July). Taking my earnings per click during the second week of July as 100, subsequent weeks have been 101, 98, 109, 101, 106. Nothing there that needs an explanation for declining EPCs.

Is it weird that some publishers see an obvious and substantial decline in EPCs and others see none at all? Could this be an industry-specific difference? For example, my sites are travel-related, and these are known to generate higher EPC ($1 and up) than many other areas.

Maybe we should have a quick head-count on 'declining EPCs or not' in relation to 'area of interest'?

10:24 am on Aug 19, 2003 (gmt 0)

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>>Is it weird that some publishers see an obvious and substantial decline in EPCs and others see none at all? <<

Not at all, which is, I guess, your point! Fact is google can play around however it wants with payouts - for example reducing revenue share for certain keywords, - or even giving certain sites better shares so they stay - all is possible and sensible if they are trying to optimise the value of Adsense to advertisers and the network as a whole.

Ad inventory is another possibility. If a lot of webmasters are targeting the high value clicks, ad inventory will run out quick, and lower value clicks will take up the space.

Ive got no doubt at all that Google is experimenting on what sites not only provide the best CTR and RPC, but also the "added value" of individual sites or site "categories" to advertiser's poss ROI and conversions (as far as they can).

It would also make sense for them to encourage sites in niche areas for which there is an unmet inventory no matter the CPC, and which they cant meet by search site delivery alone.

Another thing they could look at is the number of other links on an Adsense page. If Adsense links are really the only option, it follows that the "value" of the click to the advertiser is not as high as if the reader had other informed choices. In that case they could reduce the delivery of certain ads to those pages and reduce the cost to the advertiser and revenue share to the publisher.

I know this all makes the system more complicated but thee are just examples of how Google could increase the effectiveness of Adsense, and maybe as a byproduct reduce revenue to certain pages/sites.

Im not saying at all that im 100% correct or indeed any of those reporting reductions in clicks have "less effective" sites.

All makes sense to me...

11:02 am on Aug 19, 2003 (gmt 0)

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I have two unrelated sites. One is a travel site, and the other is a sales and marketing advice site. Since they are both on the same AdSense account, I can't tell which produces the highest EPC. But I have reason to believe that it is the marketing site, not the travel site, which has the higher EPC.

Taking w/e 21 Jul = 100, my EPCs in the following weeks have been 87, 54, 102, 68

Can't explain the upwards turn in one week. Overall, I'd say the trend was down.

But these are small data sets we're working on here.


12:27 pm on Aug 19, 2003 (gmt 0)

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2) Google has reduced payout rates.

I would love to hear some clarification from Google on this one. Becuase I personally believe that Google has gotten little greedy and wants even big share of pie and has cut down the % they pay to web site owners. Lets just hope Google won't go on the same path at M$
6:39 pm on Aug 19, 2003 (gmt 0)

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I think something was just wrong.

Now things seem a little more normal. In just 5 hours of today, with a tiny fraction of the traffic and clicks, I've earned more than I have during the past three days combined.

Oh well.

7:03 pm on Aug 19, 2003 (gmt 0)

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Adsense really needs to add a basic way for sites to be individually tracked. I have a feeling a site that I have that has a large amt of traffic that is performing very poorly earcning per click wise. With this basic info, I could make better decisions on how to use the various programs.
8:20 pm on Aug 20, 2003 (gmt 0)

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For me this week has been better than my all time averages (since early july). :) I hope it continues with the EPC being nice :D
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