joined:Dec 15, 2006
So in a perfect world I would like to set up the various ad networks on my site and more or less leave them alone.
But I see pretty wild fluctuations in RPM/eCPM. For google I rarely see weekly numbers that are more than 25% above or below the average RPM.
For other adnetworks I see fairly wild fluctuations. 50%+ movement in RPM/eCPM. We have decent traffic so I don't think its statistical noise.
My question is how often do people switch out ads based on declining performance. Do you juggle things monthly or biyearly.
Does anyone have a good formula they use? I don't want to cut out a decent network because of a bad month. But at some point obviously it makes sense to cut someone that performed well in the past?
Maybe - after a month tell your ad rep, after two months find a replacement.