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Does Google Set EPC For the Whole Site

Or on a page by page basis

9:20 pm on Oct 17, 2010 (gmt 0)

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My son has a site that enjoys 250k + unique visitors per month. Unfortunately the niche is very low paying and difficult to monetize. This is due to a very low level of commercial interest.

If he added a category that was commercially viable, would the pre-set EPC for the rest of the site keep click prices low?

If the answer is yes - would setting up this new category on a subdomain help, or would it still have the EPC linked to the actual domain?

2:46 am on Oct 18, 2010 (gmt 0)

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The low level of commercial interest and Google's auction model to calculate the price advertisers have to pay for ads on a site are an important reason for the low EPC the site is showing.

A commercially interesting category on the site may help to get better paying advertisers to that new part of the site, but it will probably not help much to help the other site parts.
8:07 am on Oct 18, 2010 (gmt 0)

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The EPC is not preset. Will EPC on one part of a site hurt another part of a site. From my experience, no. My sites have their sections divided into channels so I can see what sections are doing well and for the better sections, I can go granular to review which pages are doing best. There are sections/pages of a site that are low EPC for a variety of reasons that I understand have to do with the sections/pages themselves. There are other sections/pages of the same site that do exceptionally well not just in ECPM, but in CTR and actual earnings- that have to do with factors directly related to the sections/pages themselves.

From my experience across several sites, what happens on one part of a site does not affect what happens on another part.
  • It's the niche topic,
  • the reasons a site visitor are on your site,
  • AdSense deployment,
  • how much inventory is in your niche and most importantly,
  • the number of advertisers that are competing for that inventory.

Run your keywords through Google to get an idea of the amount of competition there is by counting how many adwords ads show up along the side and top of the page.

Good luck.
10:20 am on Oct 18, 2010 (gmt 0)

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Lammert and Martinbuster

Thank you for the quick and informative responses, very much appreciated
5:33 pm on Oct 18, 2010 (gmt 0)

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However, from what I've read about Smart Pricing, it seems that low converting clicks can reduce earnings across all your websites ("One poorly converting site can “smart price” an entire AdSense account", by JenSense). Don't know if this is correct or not...
10:27 pm on Oct 18, 2010 (gmt 0)

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The Google Adsense eCPM is a purely calculated value (Impressions/Earnings)*1000
That is why it is called estimated cost per thousand impressions ;)
The performance of one Ad unit does not affect the others in general.
However if you start a more interesting niche topic on a site that performed poorly,
it may take google quite some time to recognise better conversion on your new subsite.

In regards to smart pricing, smart pricing takes effect in every ad auction on every ad unit on every site.
It is a constant factor and it has nothing to do with an entire account.

Some websites of mine don't convert as good as my main site but that does not have a negative effect.

Here is a nice google video explaining smart pricing: