Higher CTR vs eCPM

[iwannano1]

Hello folks,

My question is pretty simply – which one is better higher CTR or eCPM to get more revenue (assuming that I get quality traffic from search engine and other respected site/return visitors et all)?

TIA

[malinkacc]

From my own experience I noticed that the higher ctr the higher ecpm.

hope this helps

[AussieWebmaster]

High CTR generally gets a good ecpm though the topic can impact the ecpm more.

[koan]

Well higher CTR translates to higher eCPM so your question should be: "what is better, 10 clicks at $0.10 or 1 click at $1.00".

They are the same, but it may affect other source of revenues. In the first example, 9 more people exited your site and will not be clicking or purchasing stuff on it, for the time being. However, 10 clicks an hour may translates into more stable revenue as the odd one big click an hour.

[Hobbs]

Personally I care more about EPC because my total number of daily clicks do not fluctuate much.

CTR is a live metric that you can influence by positioning, blending, ad size, number of ad units per page ..

eCPM is a retrospect metric after the fact measuring how much a thousand ad views made you.

So CTR is more relevant when you are working on improving earnings

And eCPM is more relevant when you sit back and monitor how your site performs over time

I do not see a situation where you can choose between them and select one over the other, they measure very different things although they are intertwined.

[Genuine1]

Except that given a thousand visitors x number are wanting to buy said widget. If you double the click through by having more ads/blending/positioning etc you have also reduced the conversion because you did only have x number to start with that wanted to purchase a widget. Now what happens is that:

a) advertisers see via their new reports that your site does not convert well.. You get filtered.
b) googles smartpricing algo cuts in and puts your total income back to where it was by reducing epc to suit...

Its a pointless exercise! Increasing click through by using blending for example does not translate to more income any more, even if it once did. Increasing click through by having the ads clearly shown as ads but telling visitors that they need widget because of x y and z works because your visitors click the ads with a view to buying! Conversion is better so income is better and everybody wins!