Performance 300x250 above the fold

[analis]

On mobile I have a 300x250 banner above the fold. I read in a book that most people start to run before everything loads. Do I have to move the banner further down to improve performance?

how do you do? What crt do you have?

[NickMNS]

...most people start to run before everything loads. Do I have to move the banner further down to improve performance?

What do your stats show?
Check the AVV for that the ad unit. If it is low then maybe this is an issue that could be addressed by pushing the ad unit further down the page. If it isn't, then it is unlikely to improve.

What crt do you have?

Do not focus on CTR, your ad revenue comes from a variety of bids, mainly CPC and CPM. By focusing solely on CTR you may be missing opportunities with CPM. Many advertisers earn more from CPM then CPC. Focus on RPM as it includes revenue from all sources.

[analis]

What is AVV?

RPM impress. of the banner 300x250 above the fold : 0,89 € in april, in march 1,06 €

[MayankParmar]

Active Viewability.

It is lower in my case but RPM is really good. Remove the header ad and add 300x250/336x280 after one para. See if it helps.

[keyplyr]

I read in a book that most people start to run before everything loads

Either the person who wrote that book writes really bad content or their pages load very slow.

[NickMNS]

Either the person who wrote that book writes really bad content or their pages load very slow.

@Keyplyr, it sounds counter intuitive but there is evidence to suggest an ATF banner on mobile will have lower viewability than a unit placed at or just below the fold. The theory is that as page content loads quickly and ads slowly the user will begin to scroll the content before ever seeing the ad. Thus pushing the ad down the page, preferably in proximity to some content that engages the user will improve performance of the ad unit.

This was even suggested by AdSense (Australia) in hangout about 18 month ago, the video was very informative it was originally shared by James007.

This is the theory, but this doesn't mean that it is case in every situation. We are fortunate to have good data in AdSense to determine if this is or isn't the situation. So before proceeding one should check the stats and this is also easily testable wth an A/B.

AVV is Active View Viewable, it measures whether or not an ad unit is viewable by the user. More specifically, at least 50% of the ad unit must be in the users view port for at least 1 second, to be considered viewable. AdWords, does not offer CPM bids it only offers AV-CPM, Active View - Cost Per 1000 Impressions. What this means is that you get nothing for impressions unless they are viewable. Note that 3rd party network still offer CPM bids so you likely still earn a good amount from CPM.

[analis]

AVV of the banner mobile 300x250 above the fold is about 70%, in desktop and tablet about 90% in the last 12 months.

it's ok?

[NickMNS]

I doubt that you would be able to do much better than that.

[analis]

When I had the 320x100 above the fold AVV was at 62/65%.

[NickMNS]

Smaller ads are more likely to be the victim of the scroll by. My point above is that at 70%, even if you are able to improve that to 80% it will be unlikely to translate to any significant difference in earnings, unless you have a really high volume of impressions. Moving the ad unit down the page could be more detrimental than beneficial. If anything I would try A/B testing, or simply search for something else that can have bigger positive impact on earnings.