joined:Jan 10, 2018
You can try to fight the traffic, change the editorial policy, improve the links and SEO, but you really have no tool against the sinking payment (eCPM)
Exactly. I counted impressions per click ratio month by month. During last year it was rising steadily and now I need to generate 20% more impressions to get same one click, comparing to Jan 2017.
Such comparison shows, that ad blockers are the tiny part of the overall problem. The only possible reason why visitors refuse to click on already shown ads is lack of interest in the ads shown. And lack of interest could be only, if ads are less contextual.
Now the question is why ads are less contextual.
I see only one possible answer. Big brands do not need contextual. They are on the CPM. Nobody is buying car after click on the ad, placed on the publisher website. Visitors click to study the product, not to buy.
Contextual is for small businesses. Moms&Pops need the tool, that allows to get customer per click.
But Google killed Moms&Pops online presence. Google expected them to be involved more in the advertising because of that, but they just left. Owner of the small store or service doesn't have possibility to waste time, discovering how modern AdWords works and also s/he can't afford to outsource management of advertising. Contextual advertising market lost its users. That's why Google is pushing $150 AdWords bonus. It was $100 not far ago as far as I remember.
Conclusion? No conclusion yet. Just thoughts.