As an estimated metric, it’s normal for page RPM to fluctuate and vary, so it’s important to monitor trends and use rolling averages instead of focusing on day-to-day metric updates.
Any change you implement will take some time to affect your RPM, so give each optimisation enough time to evaluate their effectiveness. In any case, you should never stop testing, experimenting, analyzing and optimizing.
Also, keep in mind that page RPM is just one part of the story. For example, you could have a decrease in page RPM due to an increase in traffic, which would also increase your overall advertising revenue. Combine page RPM with other metrics to get a complete picture of your site’s success and the ways to maximize your advertising revenue.
What is a Good Page RPM?
How good your page RPM is varies depending on your publisher niche, content, demographics, traffic quality, geo-location as well as seasonality. Generally, RPM can range anywhere from $0.05 to $50 upward.
What is RPM on AdSense?
RPM on AdSense measures the estimated ad revenue and ad impressions a publisher can earn for each thousand impressions.
RPM vs CPM
While page RPM is a publisher metric measuring estimated earnings and ad impressions for every thousand page views, CPM is an advertiser metric that measures estimated cost for a thousand ad impressions.
What is Impression RPM?
Impression RPM is simply calculated by dividing total ad revenue by total measured ad impressions, then, multiplying by a 1000. It’s virtually identical to CPM, the only difference is it used by publishers and mainly on AdSense, whereas CPM is from the advertisers’ perspective.
So now let see why your page rpm is reducing:
Reasons Why Your Page RPM Keeps Changing
A lot of publishers face sudden drops in their earnings, CTR and RPM. Most of these drops can be caused by anything from irrelevant ads being displayed, invalid clicks or even a drop in the cost-per-click for a particular keyword.
1. If Google Can’t Crawl Your Page
If Google can’t crawl your page, the ads displayed will not be relevant. Check your robot.txt to ensure that you’re not blocking Google from crawling your site. Changes in the form of adding images or dynamic content can also cause issues.
2. Irrelevant Ads
Irrelevant ads can reduce RPM and CTR drastically, resulting in a massive drop in earnings. Although you need ads on your page to accumulated some earnings, but you have to bare in mind that the platform on which you are hosting your page also has audience to cater for.
So any Ad that is seen to be irrelevant, they block that one. Other than that, it will have a negative effect on your earnings. Correcting targeting issues is very necessary. Websites that have little text can also benefit from using AdSense’s section targeting tags.
3. Invalid Clicks
Invalid clicks leads to higher publisher earnings and increased cost for the advertiser. Filters are in place to determine if a user’s clicks are valid or if they pose a risk to the advertiser. Because some of these clicks are bot clicks and others too are from unsafe servers.
So these filters helps to prevent any harm that may come as a result of these clicks. Most hackers also tack advantage of these ads to break into people systems and retrieve whatever they want from thier servers.
Source: Eth Studios