June: CTR up, EPC down, CPM nearly equal

Big layout change brought nothing

[jetteroheller]

Statging June, I did an other big layout change increasing my CTR by 22,1%.

Great, but in the same turn, it lowered my EPC 20.4%

The CPM remained practicall unchanged. Only 2.8% down

I started at my major sites also splited channels for

Adlink in the upper part of the navigation
300x250 in the lower part of the navigation
Ads on some pages in the content area

The EPC of all this is nearly the same.
The small 120x90 of 160x90 AdLink produced nearly the same results like the much bigger 300x250 ad.

The ads in the content area had about 60% higher CTR compared to the ads in the navigation area. However, only 1 from 20 pages has enough spare place for an additional content ad.

4,3% less impressions and
2,8% less CPM brought
7,0% less income.

[ann]

Sorry, misread post.
Ann

[universetoday]

I'm in the same boat, I made some changes to put Adsense front and centre that doubled my CTR. My EPC has dropped by half, so overall CPM is almost exactly the same... sigh.

[europeforvisitors]

I didn't change anything, but my CTR was up by about 8.5%, EPC was up slightly, and eCPM was up by 28.5%.

I suspect that the increase was caused mainly by a slightly different mix of traffic after the Bourbon update.

[jenkers]

At the beginning of June I made some large changes to my site (as outlined in another thread) and page ctr jumped approx 70% - after about 10 days (ish) the CPC started to drop. After a few days of this I removed adsense off pages with very low ctr. CPC is now slightly higher than it was before I made the changes and earnings are up approx 70% - even though overall traffic was a little lower for June.

Although initially my ctr jumped up with the changes - it still stayed low on the badly performing pages - as I had added an adlinks I was getting even more worthless impressions - even though ctr sitewide had risen dramatically. When I totalled up the amount of worthless impressions from these low performing channels I got a real shock as they totalled a much larger percentage of my total impressions than I had realised. That's when I cut the badly performing pages altogether and my CPC seemed to rise again and stabilise.

Of course, all of this could be circumstantial and irrelevent.