RPM is an important metric for those who monetize websites because it relates to earnings per visitor that enters the website. Improving RPM is directly increasing revenue.
You work to drive traffic and visitors to your site, right? Earning as much as possible with each visit and each ad view on your pages is the main objective.
This metric can be improved and this blog post will help you. Let’s understand the difference between Page RPM and Ad RPM, what AdSense RPM is and how to improve.
What is Page RPM vs Ad RPM
There is a certain difference between the two metrics, see:
This metric tells you the revenue generated for every 1000 impressions on an ad. It is calculated by dividing the estimated earnings value by the number of impressions in a certain period of time, then multiplying by 1000:
Ad RPM = (Estimated Revenue / Ad Impressions) x 1000
This metric tells you how much the advertiser/ad network should pay for every 1000 impressions on a page on their website. It is calculated by dividing the earnings amount by the number of impressions on a page, in a certain period of time, then multiplied by 1000.
Page RPM = (Revenue / number of page views) x 1000
RPM do AdSense
AdSense RPM is basically the same thing as General Page RPM, but focuses on the revenue generated by AdSense specifically.
Page RPM for AdSense = (estimated AdSense earnings / number of page views of a page) x 1000
- Ad RPM helps the publisher understand how much they earn for every 1000 impressions on an ad posted on their website.
- Page RPM helps publishers understand how much revenue a website page is generating from ads. It allows them to identify pages that are not performing well and use the metric to change ad placement and even page layout.
How to improve website RPM?
It is important to understand that many factors affect RPM:
- Audience location
- website niche
- seasons of the year
- Content quality
- User experience on the website and others.
To know if your RPM is good, get clear reports on website revenue swings and research your niche RPM specifically.
Below you’ll find tips to improve your page RPM:
1 – Decrease unfilled impressions
An unfilled impression, according to Google, is an ad request that goes unanswered. No line items were available to serve the ad. So you have a user on the page, but your ad doesn’t load.
2 – Improve RPM with better traffic quality
This tip is for you who buy traffic, the more you hit your campaigns for the right audience, the more chances you have of improving RPM.
You can do this by getting your audience right and perfecting, testing and using different networks/sources to buy your traffic. If you see users leaving the page too fast, review your campaign.
3 – Follow keyword trends
This is a good way to keep track of the phases of the year, stay on top of the search and improve RPM.
For example, if Valentine’s Day is just around the corner, do a search for keywords that are tailored to your site’s niche, but that relate to Valentine’s Day.
That way you can produce the type of content the user is currently looking for and keep appearing in search.
If you produced such content in the past year, just update and maybe add new keywords.
4 – Suggest another content and keep the user on the page
The more time the user spends on the page the more you can improve RPM. Use and abuse the content suggestions on your site. However, try to relate the subjects well. For example:
If you have content about gift tips for boyfriends who like video games, you can offer content related to video games that are new releases.
5 – Do a good ad placement analysis
Your ad formats and placements need to be constantly tested, each case is different, but if you don’t have an ad operations team to help you, it’s going to be a lot of work.
You’ll need to get reports for each ad unit and placement within the site, also using the CTR metric to see if these ads are getting clicks.
- Run a historical report in Google Ad Manager, data by ad units > creative size (delivered).
- Then keep the ones that perform well in the current placement.
- Look for optimization opportunities for size, location, and amount of ads per page.
After that you can follow your RPM report and see the impact these changes are having on the metric. Keep working to improve page RPM.
6 – Test and prepare for high CPM seasons
If you know that the fourth quarter of the year is what can deliver the highest CPM for your site’s niche, then try to get your site ready for that time of year.
Do all the tests and changes possible before this season arrives, that way you won’t have to mess with the setup at a time of higher traffic and you’ll have a better chance of improving RPM.
7 – Increase website speed
Sites that monetize with ads need to implement ads and related technologies, such as Header Bidding and invalid traffic protections , in a way that does not affect site speed.
The code should be clean and lightweight so that it doesn’t affect loading. Pay attention to your ad settings and use the Ad Inspector extension to detect any loading issues.
Broken links within the site also affect loading, so use a tool to monitor your internal and external links.
Review your site regularly to identify any issues that affect the speed of your site.
The faster the site, the less chance the user will abandon the page and the greater the chance of improving RPM.
Take advantage of your time here and check out our website creation tips to monetize.
8 – Use advanced monetization technologies like Header Bidding and Ad Refresh
Using Header Bidding on your website is potentially increasing your chances of getting a higher price for your website spaces with a real-time auction.
Header Bidding means more competition and less page load time. If you don’t already have this technology, submit your site for a review for PubGuru’s Header Bidding.
Ad refresh translates to automatic ad refresh. What this technology does is update the ad slot and show a new ad in the same spot if the user spends enough time on the page.
Ad refresh makes the most of the session time the user spends on your page. It’s fantastic for improving RPM and revenue by monetizing your audience in an efficient and automated way.