Take Page RPM or CPM or CPC, it’s all been a nightmare for publishers. Whether they go up suddenly, remain stagnant for a while, or plummet down to the ground, it influences your revenue. At the end of the day, you’ll be chasing down the reasons to find out the cause of the anomaly. Especially, mid-market publishers find it almost impossible to get a consistent, growing number, when it comes to page RPM.
It’s a fact. We dealt with publishers facing the same issue many times and helped them to get rid of it forever. In this article, we’ll show you how to increase your Page RPM and maintain it at its best value.
Let’s start with the basics.
So, What is Page RPM?
RPM stands for “Revenue per Mille” (Mille means thousand in Latin). So, page RPM is an estimated revenue you can generate by serving thousands of impressions (page views) to the readers. It is calculated by dividing your estimated earnings by the number of page views you received, then multiplying by 1000.
Page RPM = (Estimated earnings / Number of page views) * 1000
For instance, if you’ve earned an estimated $10 from 500 page views, then your page RPM would be equal to ($10 / 500) * 1000, or $50. In other words, if you can deliver 1000 page views, you’ll be earning around 50 USD.
Note: Google uses the term interchangeably with eCPM. Both RPM or eCPM are essentially the same.
Sounds easy, right? However, it’s not as easy as it sounds to get an RPM of $50 and to consistently increase it over time. On the contrary, you can’t successfully run your website with the same revenue.
Here’s the good news. You can increase your Page RPM significantly without choking your readers with ads.
Factors affecting your page RPM
Before diving into the strategies to improve page RPM, you should understand the factors affecting the estimated metric.
Two factors primarily impact your page RPM.
- CTR – CTR stands for ‘Click Through Rate’. Typically, advertisers measure CTR to know the number of clicks they can get from the ad for X impressions. So, if your website earned 5 clicks for 100 impressions, then your CTR is 5%. Higher the CTR, higher the page RPM.
- CPC – CPC stands for Cost Per Click. It says how much an advertiser is willing to pay you for a click. It varies based on the content of the ad, context, and the niche.
As a publisher, you should ensure that you’re keeping both CTR and CPC as high as possible. How to do so?
Increasing your CTR and CPC:
– Probably one of the boring yet underestimated tips you’ve heard – Publish quality content. Quality content is the one which attracts, retains, and engages with a targeted niche.
– Find the right ad placements. Why? Ensuring you are placing the ads in the right placement increases your viewability, CTR, and CPC.
– Make sure the ads are highly relevant and resonate well with the readers. In case you’re using an ad network, check their targeting criteria and optimize it.
How to increase your page RPM?
So, increasing the CPC and CTR will definitely improve your page RPM. But, that’s not all you could do. There are other ways you can utilize to take your RPM to the next level.
a. Use the right formats
Adsense doesn’t just offer the display ads. They offer a variety of ad formats including video ads, expandable ads, and text ads. You need to experiment with the formats and then settle on the right ones. However, there’s no guarantee that you’ll earn more if you replace display ads with video ads, but when you try a combination of the formats, you may find the sweet spot.
b. Use the right ad sizes
Not all the ad units will earn you the best eCPM. In fact, Google recommends the publishers to use wider ad units to experience higher CPMs and better page RPM. For instance, ad units such as the medium rectangle (300×250), large rectangle (336×280), and leaderboard (728×90) are proven to yield greater results for both publishers and advertisers.
c. Consider the User Experience
If you follow our blog, we’ve shown you several times how enhancing the user experience resulted in higher revenues. The goal should be providing the clean and acceptable ad-content and it takes some experiments to find the right number of ads. However, start with a few and try to stay that way. Because we know increasing the numbers won’t increase the page RPM substantially.
d. Attract the right Visitors
Agreed, we said it isn’t important to focus on traffic to improve page RPM. But, attracting relevant visitors is far more important than the other factors. Besides, how you are supposed to scale up without increasing your visitors. The idea is to focus on the right audience rather than getting a ton of irrelevant hits. The added advantage of attracting only the right audience is your eCPM will stay at its best value.
If you think, you’ve done all the things you could possibly do and have a good traffic (at least over 200,000 page views), then we advise you to sign up for Google DFP (now rebranded as ‘Google Ad Manager’). Why, you ask?
Google Ad Manager is an ad server which allows you to set up direct campaigns along with the ad networks (say Google AdSense). If your sales team has any direct deals, you can deliver the direct ads first and then fill up the rest of the unfilled ad slots with the help of an ad network.
Even if you don’t have any direct deals, you can partner with multiple ad networks to fill up the ad impressions using Google DFP. Let’s say if Google AdSense can’t find the right ad, the request is passed down to another ad network, thus, ensuring a 100% fill rate. Here’s a complete guide to help you get started.
f. Header Bidding
As we just said, DFP would be able to help you get the 100% fill rate. But, it’s still inefficient in many ways. First, it passes down the request from one ad network to other to fill the ad slot. This is known as the waterfall technique. The method reduces the eCPM and increases the page load time. Hence, header bidding was developed. Header bidding allows you to call multiple demand partners simultaneously, thus, ensuring intensified competition and higher eCPM.
However, in order to get better results from header bidding, you need to cross at least a million page views per month. We know you’re curious about header bidding, so here’s everything you need to know.
Your Next Step
We’ve listed only the best techniques that are proven to improve your Page RPM. Whether you use AdSense or any other ad network, you can implement all of them (excluding the last two as they require some minimum traffic) today to experience the higher eCPM. And, it does take time to see results. So, the best way is to experiment, measure, and then decide the right ones for you. As always, consider the user experience and page load time in mind while adjusting your ad strategy.