Same CPC for same size ad served in responsive or non-responsive unit?

[slobizman]

I'd like to know if there is a difference in CPC between a standard sized ad (ie, 336 x 280) that is served up in a non responsive ad and one that is served up in a responsive ad. It's the same ad, so I assume it should be the same CPC either way. But I don't know if each has the same set of buyers for the ad or not. For example, would an ad buyer be able to say he wants a Large Rectangle ad served only in a non-responsive Adsense unit, or vice versa?

[shashikant chauhan]

hey cpc is not based on your ad unit or size.its based on ad. and ad shows as per users cookies how they came and which search they recently.

[slobizman]

Thanks for your reply, shashikant. But in fact ad sizes do have a bearing on CPC. That's because some ad sizes such as the 728 leaderboard and the large and medium rectangles have a much higher inventory of ads Google Adsense has to sell. Thus the pricing is higher for those. It's supply and demand. Google advises to use the popular sizes for higher CPC's, and this has been verified time and again.

[frankleeceo]

bigger ad sizes tend to have higher cpc in general. that correspond to higher inventory too in terms of the usual rectangle and leaderboard.

In turns of responsiveness, it tends to have lower cpc with higher rpm due to better user interactions. since responsive ads serve generally smaller ads seen on the mobile space.

results may vary on a daily to daily basis but that is my observation.

I do however observe lower CPC in the mobile space than for desktop for this year's results. I did look it up through my adsense history. It's about 30~50% less actually from the high and low points.

for your question, advertisers can target whether or not their ads can target in mobile space or desktop, so I think in a way that filters out both responsive and nonresponsive units some what. However it filters on their end, so whether or not you use responsive ad does not affect the outcome (from advertiser's sense since they may well be blocking it).

As a result, it's simply better to go responsive or designs that are pleasant on the mobile space simply for your users. In most cases that's what advertisers look for too when they decide to target your site as a whole on both desktop and mobile platforms.

[slobizman]

Thank you frankleeceo. That's helps.

[nomis5]

As a result, it's simply better to go responsive or designs that are pleasant on the mobile space simply for your users. In most cases that's what advertisers look for too when they decide to target your site as a whole on both desktop and mobile platforms.

Admirable on behalf of advertisers if they are are interested in pleasant pages. But I would have thought ROI is their prime concern.

Or is there some other factor in play?