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Pay Per Click suddenly dropped 50% these few days

     
8:22 am on Mar 18, 2018 (gmt 0)

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Since 14.3.2018, my adsense click revenue has been dropped from 0.75 to 0.39 and the traffic does not change. Before, it was steadily around 0.65-0.8 per click. Anybody has experienced this sudden big drop?
9:09 am on Mar 18, 2018 (gmt 0)

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@Cyberkix Welcome to Webmaster World!

Yep, this is normal, everyone's revenue is down this year :) But you can play with placements and see if this helps.
10:10 am on Mar 18, 2018 (gmt 0)

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Nothing stands out on or around that date for me, so you're looking at something specific to your site and/or account.

CPC has been about 15% lower than the same time last year, but CTR is up by 20-25% so it evens out OK for now.

(So, no, not "everyone's revenue is down this year".)
10:33 am on Mar 18, 2018 (gmt 0)

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Since 14.3.2018, my adsense click revenue has been dropped from 0.75 to 0.39 and the traffic does not change. Before, it was steadily around 0.65-0.8 per click. Anybody has experienced this sudden big drop?

Define "before" please, last month, or March of last year?
10:54 am on Mar 18, 2018 (gmt 0)

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You need a very high traffic level before the natural variations in Adsense are averaged out.

Depending on your traffic volumes and the subject of your site it could be little more than a couple of major advertisers maxing out their advertising budget for 2017/18 and things may pick up with the start of the next financial year.

Slightly off topic I also work in print media and I lost a major print advertiser for this month for that reason.
11:10 am on Mar 18, 2018 (gmt 0)

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You need a very high traffic level before the natural variations in Adsense are averaged out
Agreed. I have one site that gets 360k to 400k page loads a day and the numbers across the board are fairly consistent

My other site is less than 10k page loads a day and the numbers can be volatile.
11:20 am on Mar 18, 2018 (gmt 0)

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Since 14.3.2018, it is the biggest drop, never happened before
11:28 am on Mar 18, 2018 (gmt 0)

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Consider researching the many marketing companies that crawl sites to collect data they then package and sell to advertiser clients.

This is how you get a lot of specific bidding on your content. Make sure you aren't arbitrarily blocking these bots and see if there are ways to manually add your web properties to their products.

Related: Search Engine Spider & User Agent ID Forum [webmasterworld.com]
1:33 pm on Mar 18, 2018 (gmt 0)

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@Keyplyr, could you please expand on that? Just moved my website to HTTPS and changed some settings in Cloudflare, and now I'm seeing a significant drop in CPC.
What would be the first measures to take? Where should one look?

Appreciate your help.
11:15 pm on Mar 18, 2018 (gmt 0)

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@cyberkix
The timing coincides with chrome ad blocker start date. What's status on site health? Might worth a check.

@LuckyD
Https migration will sometimes have a temporary drop in CPC, (not always) I would start to worry if it lasts more than 1 week. For the time being, I would personally double check for faulty redirects, legacy redirects, cache, and correct loading of all resources, and sometimes legacy adsense codes. Make sure your site is no longer loaded via HTTP, every HTTP request should be redirected.

On cloudflare's end, check page settings w/ redirects, that area is prone to legacy loops and cache errors. I personally migrated and use Cloudflare and HTTPS about 1~2 yrs ago?
and saw no issues in terms of significant CPC drop at the time.
11:55 pm on Mar 18, 2018 (gmt 0)

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@LuckyD - Research which marketing companies are of benefit to you as an Adsense publisher.

These companies bundle site data in products they sell to Adword publishers. Not all of these types of companies will benefit you but the ones that do, make sure their bots have access to your pages and/or contact them directly to make sure your interests are represented.

You do this by diligent watch on your server logs and investigating who is who and what they're doing. Pay attention to who is getting blocked.
2:35 am on Mar 19, 2018 (gmt 0)

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@frankleeceo - If it was due to adblocker, the payperclick should not be affected but just the ads impression
3:01 am on Mar 19, 2018 (gmt 0)

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@cyberkix

I am basing my assumption because I don't know the effect of chrome adfilter against adsense impressions. If you know that it does reduce impressions, then you are right PPC should not be affected :). I completely agree.

If the active filter does still count impressions, just $0 earning. That "could" explain the 50% CPC/RPM drop. CPC is calculated by earning divided by impressions registered (may the impressions be correct or not). All it says is that, you are making 50% of what you were overnight.

I mentioned the chrome adfilter is worth a check due to the timing, filter starts 2/15, so the first filter penalties start dropping starting from 3/15 which is 30 days after that. And if you checked and that's not the issue. Then that proves it's not the issue, and you could move forward to other potential issues.

In terms of timing, nothing really happened on 3/14 for most I believe, at least I did not see any fluctuation in my sites. I am assuming you saw a 50% drop from 3/13 to 3/14 overnight.
6:26 am on Mar 19, 2018 (gmt 0)

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Yep, this is normal, everyone's revenue is down this year


Not everyone's.
3:15 am on Mar 20, 2018 (gmt 0)

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not just 50% now, it has dropped 70%. The lowest payperclick in these years. Crazy!
8:21 am on Mar 23, 2018 (gmt 0)

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anybody has the same problem these day? huge drop , income dropped over 50% because of cpc
9:53 am on Mar 23, 2018 (gmt 0)

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@Keyplyr
Consider researching the many marketing companies that crawl sites to collect data they then package and sell to advertiser clients.

Interesting. I have been running modsecurity recently, and tightened up my Fail2Ban rules - which include lots of bot blocking. I may dial these down a bit and see what happens as earnings have been fairly restrained compared to last year...
11:24 am on Mar 23, 2018 (gmt 0)

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anyone experienced this big drop in cpc?
12:33 pm on Mar 23, 2018 (gmt 0)

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Perhaps you've passed a threshold for smart-pricing [support.google.com]? Take a close and critical look at your traffic and ad placements.
2:19 pm on Mar 23, 2018 (gmt 0)

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anyone experienced this big drop in cpc?

Quite big fluctuations over the last 30 days (between 0.15 and 0.22 GBP) but no particular pattern around the dates you mention.