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December 2016 AdSense Earnings & Observations

     
10:48 am on Dec 2, 2016 (gmt 0)

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Here we go with traditionally my worst month of the year.
11:17 am on Dec 24, 2016 (gmt 0)

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I'm 36% down on the same period last year.

Of my top 10 lowest-ever AdSense PVs, 7 of them have been this December however yesterday saw December's highest clicks' day with a slightly above average RPM because my EPC was only 49.1% of the month's average.

And so far today almost zero traffic, if previous years are anything to go by I'll have 2-3 average days next week but then realistically nothing until after January 4-5th.
12:11 pm on Dec 26, 2016 (gmt 0)

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Xmas Day PVs not the lowest by a long, long way however actual clicks and EPC submerge to new depths, literally the next stop would be zero.

As Yazz sang, The Only Way Is Up Baby.
3:27 pm on Dec 26, 2016 (gmt 0)

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I did read that there was a big increase in people traveling in the US for the holidays this year. Much more than last year. I know my PVs and clicks were down this weekend.
7:26 pm on Dec 27, 2016 (gmt 0)

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For us, this month is up 30% over the same period last year.

Things are hopping even more now that Christmas is over: Yesterday was up 65% over the same day a week earlier, for example, and affiliate bookings (another major source of revenue for our information site) have rocketed out of their pre-Christmas doldrums. The upward trend should continue until early fall.

The post-Christmas surge is something that we experience every year, so it doesn't come as a surprise. It's always reassuring to see history repeat itself, though. :-)
9:41 pm on Dec 29, 2016 (gmt 0)

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December in like a lamb out like a lion.
January not sure what animal will show up. Probably a mouse.
4:29 pm on Dec 31, 2016 (gmt 0)

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I am seeing a lot variability this month, I have had few strong days interspersed with really weak days. The past two days have been weak, worse than Christmas. Yesterday was my worst day since August or July. Hopefully this isn't a precursor for January, new year, new quarter, new month, new budgets!.
5:47 pm on Dec 31, 2016 (gmt 0)

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Overall this year's Q4 holiday season is on par with last year in terms of raw earning. I think the ever increasing mobile views are pushing pageviews up while decreasing the RPM earned on those views.

I deal with content that comes in and out of favor like entertainment and tech. Luckily I have landed a a few decent topics that push my overall earning up to catch up with my past content that has gone out of favor. My best year in the business so far.

I am preparing for the new quarter impact....Expecting a 50% drop off in revenue just 1 day away!

Good luck to all and hope those with health / exercise related sites have an awesome Q1!
4:21 pm on Jan 1, 2017 (gmt 0)

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I think the ever increasing mobile views are pushing pageviews up while decreasing the RPM earned on those views.

I agree with that assessment, and I'm not even running AdSense on any of our mobile pages/impressions because test results have proven less than stellar.

But here's the interesting part: Despite a drop in desktop impressions over the past year, our information site is enjoying increased AdSense revenues. The same is true of affiliate earnings: Nearly all of our affiliate earnings come from desktop/laptop/tablet users, and we're seeing growth in affiliate revenue despite a gradual slide in desktop pageviews.

I'd love to know why our desktop advertising and affiliate revenue is continuing to increase despite a drop in desktop impressions, but all I can do is guess. (Maybe the loss of desktop traffic is from casual drive-by users who wouldn't have bought or booked anyway, and the people who are researching purchases continue to do so on the desktop?)
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