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ADSENSE Revenue Drop

1:46 am on Sep 21, 2018 (gmt 0)

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joined:Sept 21, 2018
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Hello, This is driving me crazy and I hope someone can provide some answers.

When the majority of my traffic was coming from adwords my Adsense RPM (Revenue per 1000 pageviews) was around 3.00. Now most of my traffic is organic and less than 25% of my traffic comes from Adwords but my Adsense RPM has fallen below a $1.00 on average due to decreased CPC (the clicks increased). If I run any Bing Ads or Facebook Ads my RPM will drop below 50 cents until I turn off the Bing and FB ads and wait several weeks, then the RPM will slowly crawl back up to a buck again but never any higher. There are no Adsense ADS on my landing page, the Adsense ads only run on child pages. Any suggestions would be appreciated?

One other question: How do I opt out of impression based revenue ads in Adsense? I sent emails and never get a reply. Is there a special email address I need to use?

Thanks in advance for the help.
2:22 am on Sept 21, 2018 (gmt 0)

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On your main point I have no suggestions. But I would be very surprised if you would be able to turn a profit by buying users through Adwords and then monetizing these users with AdSense.

How do I opt out of impression based revenue ads in Adsense?

Strictly speaking AdWords/AdSense does not offer CPM ads, they only offer AVCPM, which is Active View CPM, in other words you only get paid if the ads are seen. Any CPM impression you see in your account are coming from 3rd party networks, such as Criteo. So the easy way to turn this off is to turn off 3rd party ads, but this will also turn off 3rd party CPC. As far as I know it is not possible to switch off AVCPM bids or any bid type for that matter.

My advice is not to turn anything off. Turning off ads reduces demand while leaving supply unchanged this always results in lower prices. I would not focus on CPC or CTR and remain focused on RPM. The RPM metric shows you the earnings per 1000 impressions regardless of where the earnings are coming from (CPC or CPM). Ultimately one shouldn't care. The system should be showing the ads that will provide you the most profit, one can be somewhat confident that the system will do this because in this instance Google makes money when you make money so incentive are aligned.

AdSense earnings are very volatile and are heavily influences by factors outside of your control. Making attributions, like earnings drop when I run bing ads, or to any specific action is not reliable. Instead I would focus my energy on determining if there are some general factors that may be causing the drop in RPM. Have you checked coverage stats? Is there a difference in the demographics of your users (geo-location can be a big factor)? Mobile vs desktop?
3:05 am on Sept 21, 2018 (gmt 0)

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Thank you very much for the reply and the advice it is much appreciated. I was making about 5% profit on most days with Adwords / Adsense but some days I would lose money however the goal was to get traffic to get the site launched and it also helped the organic.

Yes I check coverage stats every day and keep record of everything. Given most traffic now is organic and direct I am not sure how to influence demographics as much anymore? It was much easier when all the traffic was from adwords I could make bid adjustments to shape the traffic as needed to maximize adsense.

Funny part I couldn't wait to get this point, completely naive how complex this gets. :) Have a great rest of the day.
3:25 am on Sept 21, 2018 (gmt 0)

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Using AdWords (Google Ads now) to drive traffic to pages for AdSense earnings is called arbitrage and it might be OK to for awhile, but is not a good long-term strategy - read through this old thread: [webmasterworld.com...] to know more about it. It was once a popular thing but that was way back when Google was young and naive.
4:05 am on Sept 21, 2018 (gmt 0)

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@Not2Easy you are correct. To avoid that possibility none of the adwords landing pages have ads on them. The ads are only on the child pages. Correct me if I am wrong but I believe that is ok, arbitrage only applies if the landing pages runs adsense ads? I have an adwords and adsense google account specialist and they never mentioned any issues and the site never received a policy violation.

The CPC/RPM only drops if I use FB or Bing Ads which is what I do not get, if there are no ads on the landing pages? I want that traffic to increase revenue on the other streams not for adsense. The adsense earnings are only a part of the site's revenue stream Thank you so much for the reply.
8:03 pm on Sept 24, 2018 (gmt 0)

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According to Google: "arbitrage or promoting destinations for the sole or primary purpose of showing ads" is considered ad network abuse.

However, as long as your site has a purpose beyond serving ads, you can probably get away with it. The risks being account deactivation and/or deranking in SERPs. At the account specialist level they will typically warn you before taking action.

Can't speak to your RPM issue but I'm shocked you can turn a profit at that yield.