How High Traffic Can Lower Your Google AdSense RPM

brainss.co.uk – Have you noticed a sharp decline in your Google AdSense earnings recently?

If so, you’re not alone. In many cases, publishers see a sudden drop in ad revenue. It’s a measure of their cost per thousand (RPM).

But why?

Most common causes include ads that don’t match the search terms, people who click on them without thinking, and people who use the wrong keywords. However, it is necessary to conduct an account-by-account or site-by-site audit to determine the root cause.

A high volume of traffic can have a negative effect on your revenue per visitor (RPM), as we’ll explore in this article.

What Is Google AdSense, Anyway?

google adsense

In 2003, Google AdSense was launched as an ad network for web publishers. In order to help publishers make money from their online content, this is what it’s all about.

For the most part, AdSense displays ads from the Google Display Network on publisher websites.

Since its debut, Google AdSense has grown to be the most widely used advertising network among online publishers. Using it doesn’t necessitate being a computer genius; in fact, millions of websites already do, and that number is steadily rising.

Publishers aren’t compensated for ad views with AdSense. Instead, they rely on the cost-per-click (CPC) model to generate their revenue. Because of this, the publisher of the website benefits when a visitor clicks on one of the AdSense-provided targeted ads.

Publishers take home roughly 68% of the payment from each click, while Google keeps 32% of the payment in its coffers.

You can use AdSense’s revenue calculator to get an idea of how much money you might make per click.

Why Do We Use RPM at Google AdSense?

When it comes to programmatic advertising, RPM is the abbreviated term publishers hear the most. The abbreviation “rate per mille” means “rate per thousand clicks,” as previously stated.

For determining pay rates, Google AdSense and most other advertising platforms use the RPM method.
Some of the most common forms of RPM are as follows:

Publishers use the Page RPM metric to estimate how much money they can make for every thousand page views.


Advertising RPM – Advertising RPM measures the revenue generated for every 1,000 impressions of an ad unit.

It’s also known as RPM V, which stands for revenue per million visits, or RPM U, which stands for revenue per user.

Session RPM To maximize revenue for the publisher, more ads a user sees as they browse your website’s content will increase each session’s RPM.

These RPM metrics are critical to keeping tabs on a publisher’s advertising revenue. Publishers now have something to strive for in the future.

A publisher may, however, find that the user experience begins to suffer if they try to increase their RPMs by adding more ads to a web page.

Why a Low RPM Is Caused by Heavy Traffic

The number of page views a user receives can be used to estimate their potential earnings with RPM.

Page views for a publisher can fluctuate greatly from day to day, so this metric may not always be 100 percent accurate, as well.

The advertiser’s ad spending is primarily to blame for this fluctuation.

In other words, publishers’ RPM earnings will plummet if the price of a keyword drops significantly and their highest-paying ad displays are based on that particular keyword.

Your RPM is also affected by the availability of ads or impressions. In terms of impressions, Google AdSense is a dependable platform.

If a site’s inventory increases, the publisher may be forced to accept lower bids in order to meet the escalating demand.

Because advertisers aren’t under any time constraints to increase their maximum bids, the average payment for impressions is dragged down by the lower-paying impressions.

What Does RPM Stand For Google AdSense?

If ad monetization is a significant portion of a company’s revenue, RPM is an important metric to monitor.


Due to the low bid price, these impressions either receive fewer clicks or views, or their payout price per click or view is worth a smaller percentage..


In the end, visitors will not click on ads that are irrelevant to them, which is why competitive ads are so crucial to online advertising. However, the reason for a decrease in RPM during an increase in traffic isn’t always so obvious.

Overlooked site changes are frequently the root of the problem. Crawling problems can occur, for example, on a publisher’s website.

A robot.txt block prevents Google from crawling a page, which results in ads that are completely irrelevant to the page’s content.


Changes to the ads’ coding are another possibility.

Final Notes

In the event that AdSense RPMs fall, there is always a specific reason. While some of these factors can be avoided or alleviated, not all of them can be.

There will always be some traffic fluctuations that a publisher cannot control, even if they optimize their content for better click-through rates that lead to a higher RPM.

Having trouble with your website’s RPMs or traffic? Ad Ops can be made easier for publishers by getting in touch with us. Google AdSense troubleshooting is part of this process. 

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