A drop in CTR/page RPM can be caused by a site design that's not optimized or by poor targeting. Visitors either see your ads but don't click on them as they find them irrelevant, or they don't see your ads at all. A low CTR/page RPM often leads to lower earnings.
To help analyze CTR/page RPM trends and pinpoint specific changes that might have led to a decline, extend the date range of your reports out to at least the last 30 days. Alternatively, you can use the “compare to other dates” feature to see if a similar decline happened during the prior month or year. This will help you to discover any seasonal trends that might be affecting your earnings.
Recommended actions for declining CTR/page RPM
If your earnings have decreased because of a drop in CTR/page RPM, here are some steps you can take:
In general, a higher CTR/page RPM is associated with higher viewability. Use the report to pinpoint specific ad units which have a low Active View Viewable percentage. Once you've identified these ad units, try to optimize their placement on your site, for example, by moving them to a more popular area of your page. Learn more about viewability and Active View.
If you have a high number of page views from mobile devices, make sure your site is optimized for mobile. Better yet, consider switching to responsive ad units to ensure the best experience no matter what screen size your users are using.
Do you have a low mobile CTR? (You can check this by selecting the Clicks metric family, then the CTR metric in your Platforms report.) If your CTR is low for mobile and tablet then make sure your site is optimized for mobile ads. For more information, check out our multi-screen guidelines.
Best practices for improving CTR/page RPM
Here are some best practices to help drive up your CTR/page RPM:
- Blend, complement, and contrast: use these techniques to design ad styles that will be successful for your site.
- Maximize ad space with multiple ad units: provided you don't place more ads than content on your pages, you can put a combination of ad units, link units and/or search boxes on each page of your site. See our valuable inventory policy for more information.
- Use the best performing ad sizes: our most successful ad sizes are 720x90, 336x280, 160x600, and the 320x100 mobile banner.
For more information, check out the AdSense optimization overview.