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I have about the same amount a visitors to my site each month..40k unique 63k visitors (now that would be a grand total of about 103K, right?) I also display about 800k-900k pages a month. I have my ads on the left side and they match my site. I have one ad in some how-to and guides pages at the bottom of the page and they match my site and the ads match the subject.
I am losing clicks more and more each month this year. The site was getting about 90-100 a day in January. Then the decline started. I now get maybe 40 clicks a day. The site is always updated with new stuff and we are in the top 10 of most searches about our site subject.
I have not changed colors or locations, but I did go from html to php. Could this affect it? I also removed a banner from the forum, as it was only getting 3-4 clicks a week but of course lots of page views.
All of this has also affected the earnings. The site now make half of what it use too.
It got worse at every google dance / update, I think due to less good targeting from the search engines in their attempts to be rid of scrapers and worthless directories and copied content...
And since there are no so many crap low value sites or adsense traps out there with little or no useful content, users probably see your ads and go "back" as soon as poss...
But the point was that if nothing else changed why less clicks?
Usualy ads loss efectivity with time, because users know what is adsvertising and what's content.
how much of that 63k visitors are the same visitos each month?
I usually don't worry too much in what's happened instead of what can I change now.
40k unique 63k visitors (now that would be a grand total of about 103K, right?)
No, that would be a grand total of 63k per month.
40k are counted as unique that month, probably by their IP address.
The second figure, 63k, counts the total number of visitors, so is incremented each time a visitor visits, even if it is their second or third visit. Thus someone who visited 25 times in one month would be counted as 1 unique visitor but would add 25 to the total visitors.
In fact a good number of the 'unique' visitors are probably also repeat visitors - either ones who visited in a previous month or ones who have a different IP address each time they visit and thus are counted as unique.
There is no doubt that repeat visitors tend to click way fewer ads than people who have just found you in a search engine, which makes sense really - your site is their destination, it was what they came for and they are not looking for anything else. And they become blind to the ads after a while.
I have not changed colors or locations
This could be part of the problem - repeat visitors just don't notice them after a while.
Experiment with moving the ads, changing their format and/or colour, blending them into different areas of the site to try to overcome this. Making regular changes seems to have a good effect on a site with repeat visitors.
If you look at the posts here from people who do really well with AdSense many are constantly changing things, tweaking and moving ads, altering the way they look and so on. It never ends.
If you just put them there and never change them on a site with a lot of repeat visitors the predicted behavoiur would be that the number of clicks would fall off with time, just as you have experienced.
Also, with the warmer weather, people are less inclined to spend long hours stuck in front of a sweaty computer when they could be outside on a beach etc: Therefore those still using their PCs probably spend less time on them and therefore are less inclined to check out ads etc.
I expect interest and clicks to pick up in September, as will ad puiblishers advertising their services.
Of course this is only my stupid personal opinion and i have no proof of this. ;)
I think you should avoid frequently changing your contents and addition of new stuff, I guess updating always to your site might create confusion among your viewers and it can also affect overall the P.R. dramatically.
I would hastily offer the exact opposite advice to the above.
Regular changing content works well, both for SE's, advertising and site visitors. I would also echo the advice to rotate ad colours and positioning.
You can also set a cookie to only display an ad block to a frequent visitor, say, one in every three page views. I personally find that quite effective.