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Total earnings: Down about 33%
Impressions: Down about 65%
CPM: Up about 25%
The rise in CPM *really* surprised me. I guess people were hoping to get an early start on the biggest shopping time of the year. Most holidays show that CPM drops off significantly as people lower bids or pause campaigns for the holidays. If only my impressions were at their normal levels, I would have had an extremely good day.
Although it is still very early in the day, CPM is also higher than normal, right at Thursday's levels as well.
What are others seeing for total earnings, impressions and CPM for Thursday (Thanksgiving) compared to the previous Thursday?
Thanksgiving was yesterday (Thursday), lots of folks off visiting families etc. But today, the day after, is traditionaly the biggest real world shopping day of the year in the USA.
My guess is that today could actually be worse for some sites. But there isthe possibility that if folks don't find what they want in the stores today, they might flood online tonite and this weekend to find what they want.
I experienced, as I have in every year since my main site was first online, a dramatic increase in site traffic during the week prior to Thanksgiving. If prior patterns continue, I'll have the same increase in the week before Christmas. In the past this has always given a rise to the overall traffic in the months that follow as more of the new visitors bookmark the site or pages within and return through the year. Also, it seems that some of them email their friends about something they've found, which adds to the traffic during the year.
Now, with all that said:
Impressions: Up by 2 to 3 times average
Clicks: Approximately 2 times average
eCPM: varied (1/2 average up to average)
Earnings: varied (average up to twice average)
And, Thanksgiving day was back to average in every respect.
Impressions = -41%
No. of clicks = -46%
CTR = -7%
Revenue = -42%
Only the CPM did not change. Oh well ... it's a good thing the pre-holiday November saw very good earnings.
Then next month, Christmas, Hanukkah and other festivals. Arrgh!
Today is looking slower than a typical Friday, although it's hard to know because Google's stats aren't real-time. I suspect that the day will end up quieter than most Fridays, since a lot of people visit site pages during business hours (which means they're probably researching their vacations at work, and the Friday after Thanksgiving is a day off for many people in the U.S.).
The overall trend for me is a month on month increase in earnings, and thats just fine :)
Just for the record:-
page impressions 59% of November average
CTR no significant difference
ECPM very slightly up
earnings 60% of November average
My site is a medical information site, and I do best when all the Americans are sat at their desks surfing in company time, so I'm expecting a low earnings weekend. I have had a good month on average though - and IMHO that's what counts, as opposed to one single datapoint.
It's sad but I expected a drop over the holidays. If I was offering an electronics product site I would expect things to go up.
As always, your site results will reflect your users. Since we are a business-to-business site and our typical user is on holiday for Thanksgiving, we see a sharp drop in AdSense earnings. But since I'm on holiday also, it still nice to get some earnings while not working.
Still another reason it's surprising is my websites are more targeted toward average weekday kind of stuff, and definately not holiday or weekend visitors generally speaking. Almost always a sharp dropoff on weekends, and Friday is normally the slowest day of the 5 week-days for me.
Thanksgiving traffic 20% of previous Thursday
Earnings 17% of previous Thursday
CPM 60% of previous Thursday
CTR down 2% from previous Thursday
I'd pretty much say it sucked for me, but I expected it as most of my traffic comes via informational sites about depressing topics that are specific to the US.
Friday was pretty much like a Saturday would be for me (typically the worst day of the week) and Saturday has been about 50% better than a normal Saturday.
Best weekend in months, actually.
Then Thur. we lost about 1/2 our traffic and more than 1/2 our daily average income for Thursday.
Friday, the traffic was about the same as other Friday's, but the income was lower by 1/3rd. I think we lost out on some business traffic that day, accounting for the loss.
Saturday bounced back, though, we had the highest Sat. of the month (by about 10%), and Sunday was fine, too.
No question we lost the business people starting Wed. as people left work early, etc. Thursday.
It actually knocked our monthly average down - this is the first month we've lost ground since we started, but we've only lost about 5%.
I wasn't totally surprised by it.
But I am dreading the Christmas season now! We are going to be hurting near the end of the month! Just when we need the money the most, too.
Any suggestions for topics that people surf for during the holidays?