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My site runs in the $6-8 eCPM range throughout the conditions I am about to describe... Usually I get about a 5-6% page CTR, and lets say 100 lemons per click. During December my per click went up to 500 lemons per click, and my CTR went down a couple percent to the 3-4% range.
Why am I making less when my CTR is up?
Interestingly this seems to happen when my traffic is below average.. so on my light traffic days the trend is higher page CTR% but lower per click.. on the higher traffic days, the per click earnings go up and the CTR% down
Any ideas appreciated.
Seems like most go from 7am-7pm via their adwords scheduler. Also we have noticed most do not advertise on the weekend.
Thats just our niche though, but you might want to look to see if thats happening.
I calculate and track my average Earnings Per Click. This together with Click through Rate and Impressions, gives me three distinct parameters that are affected by different issues.
For your earnings to reduce as your CTR increases, either your EPC must be falling or your traffic is falling. If eCPM is staying the same, then it suggests the latter.
Perhaps the question should be: "Why do I see a higher CTR when my traffic is low?"
This could possibly be a "small sample size" issue.
Others have suggested that there is an inverse releationship between EPC and traffic due to smartpricing. I haven't come across anything indicating a relationship between CTR and traffic though.