The value of a visitor's click

[farmboy]

There is a page on one of my sites where the topic is somewhat of a sub-niche of the main site topic. The page hasn't changed in 2+ years. For that entire period of time, I've had one AdSense ad on the page - not one AdSense display - one AdSense ad, a button display.

I also have a channel devoted to that ad.

Sometimes a click on that ad is worth $0.05 and sometimes it's worth $2.00 and sometimes it's worth almost any point in between.

Without fail, every time I've looked at that page over the past 2 years the same ad with the same text from the same company has been shown on the page. The ad basically is used to generate leads for the company. They are selling a training type service which requires the visitor to request an application packet and then complete the application requirements which is a lengthy process and requires the gathering and submission of supporting documentation. Then, if accepted, the person must enroll in the training. In other words, it may take days or weeks for Google or the advertiser to determine whether the visitor is a serious future customer or just a tire kicker, whether the person is qualified to enroll in the training program, whether the person will actually take the final step and actually enroll, etc.

So what is it that determines the value of the clicks by different visitors to the page? Is Google tracking the web history of these visitors and forming an opinion as to the value of their clicks individually?

FarmBoy

[cornwall]

Sometimes a click on that ad is worth $0.05 and sometimes it's worth $2.00 and sometimes it's worth almost any point in between.

So what is it that determines the value of the clicks by different visitors to the page? Is Google tracking the web history of these visitors and forming an opinion as to the value of their clicks individually?

Afraid I cannot answer your question, but if its any consolation, I have had many examples of the same thing, and been unable to give myself a satisfactory answer

[JinxBoy]

Someone else can get another ad on that page, so there's no real telling. ;)

[iwannano1]

No idea may be first ad impression and visitor location may trigger high bidding

[ecmedia]

My understanding is that ad cost is based on user profile. For instance, the same ad displayed in Connecticut costs a lot more than that for a visitor from Boise, Idaho and even less for poor countries in Asia and Africa.

[martinibuster]

The keyword a visitor uses to access your site will influence the ad they see.