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For me November was a extremely good month. I was getting EPC in the $2.5 - $3 range, clicks were high, earnings were consistently at record breaking levels - life was good.
1st December rolls round and suddenly EPC drops down to the $1 - $1.5 range, yet traffic and clicks remain about the same (roughly).
What’s going on?!
I can take a look at the website with the preview tool, but the biggest country of visitors, isn't mine, so the tool only gives you an approximation of the ads being displayed. I can ban any known offenders (like ring tone ads etc) but would this just be filling up the filters unnecessarily?
Can you good people offer any suggestions?
My CTR has gone down as well for the first four days of December, but I'm not going to worry about it unless it continues well into the week - and initial indications from this morning are that it won't.
To achieve EPC that you indicate, you must have very well paying ads on you site - I suspect that advertiser are not able to continue funding an unlimited number of clicks at those prices - maybe some have pulled out of the market - to be replace by more ordinary bidders, or possibly some have reduced what they bid.
To average the sort of EPC you state, I'd guess you have only a few diffferent advertisers - one or tow changes by them could make a big difference to your data.
I'm actually in a low paying area, so I count on quantity of clicks rather than quality of clicks. The site itself is well respected in its associated niche, so I hope that its not a 'quality' scoring issue.
I understand the thing about weekends (and that usually is the case), it was just a bit of a shock when for the last 30 odd days every day was mega (including weekends), then come 1st December, earnings for every day have been halved.
Will have to see what the rest of the week brings, just hope it doesn't carry on!
But it's not very useful when it comes to working out what is changing about a site and why.
eCPM depend on the Click Through Rate and the Earings Per Click.
A reduced CTR could occur due to Ads going off target (as has recently happened to me)
A reduced EPC could be due to smartpricing, changes in advertisers and their bids, or possibly be due to increased traffic spending all the budgets.
Work out what is causing eCPM to reduce in your case and it may help find how to fix it.
[edited by: BartVB at 8:21 pm (utc) on Dec. 4, 2006]
Things are pretty much still the same at the moment, so I can only assume the factors that alephh and Huntster mentioned are also making an impact.
Message to Google : Are you conducting experiments? Please stop! ;)
Did adwords advertisers see their cost per click go down, or is this a new more profitable formula for big "g"
Its nice that G analytics is free, but remember its all in all the same company... just watch out for your bounce rate
because for one thing, their competitive bidding for positioning in your ad blocks will increase your epc... assuming that you have blocked the mfa trash, of course.
if your traffic doesn't convert for an advertiser, it's their job to block your site in their ad campaign... and it's adwords job to provide the advertiser with an accurate method of defining and tracking what a conversion really is... most of us know that are issues with both of the above.
looking at it as a "50% drop in cpm" situation could be part of the problem, because adsense pays by the click, not by ecpm... so if you don't know where your low epc pages are, you won't be able to improve your average epc by removing adsense from pages that it doesn't perform on.
Danimal, guess that makes sense, but when i block all the mfas that i'd like to, i end up with to many psa's, so i unblock a bunch again. Been a bit of a vicous cycle,(figure G's gonna get mad at me and tell me to stop fiddling with it.)
I've read about removing ads from under performing pages before but most low traffic pages get great epc and higher traffic pages get enough clicks that i dont mind the low epc so i'm not sure what to do.
Danimal, I think it's a difficult situation when it comes to removing adsense from low performing pages. I have a large number of pages that have lots of impressions but a terrible CTR. However quantity counts, so while conversion on these pages is low, it still brings in a chunk of revenue. I have experimented with removing adsense from these pages, and sometimes (not always) earnings have gone up. However the problem lies in the fact that you will never know if the increase in earnings (because you removed adsense) is more, less or the same as earnings you would have got from keeping adsense on. There is no way to track this, so how can you know what the best option is?