How To Increase AdSense Page RPM

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Publishers have several tools at their disposal to achieve and keep a path to revenue growth. one of the key metrics they can monitor and influence is page RPM. It’s an important metric to detect issues with ad effectiveness as well. Although RPM is quite a volatile metric, there are several strategies you can implement to influence this metric and increase your overall advertising revenue.

There are a number of ways to start experimenting when we talk about increasing RPM. We have mentioned here nineteen ways that will give you some idea about how to increase RPM. As you go through the list, you will notice that all points are interdependent and we advise you to consider all of them for getting better results.

So, let us make you understand clearly each technique.

1. Focus on your content quality

It may be a cliché at this point, but focusing on your content quality is the foundation that will allow you to command a higher page RPM. Having strong content that your audience cares about has a waterfall effect on all the other metrics and optimizations. True, having great content is not a guarantee for success. We all know great publications with high-quality content on their niches that disappeared. But look at it from the other side: how many successful, sustainable sites you know have poor content?

2. Increase site speed and fix technical issues

Increasing your site and ads’ loading speed is a key factor for improving user experience and ad view ability. But you should also pay attention to any other technical issue which may hurt your performance, like mobile rendering issues or broken links. These technical issues have a gradual, accumulating negative effect on your SEO efforts, which will impact your page RPM also.

3. Increase ad view ability

How effective is an ad that is not seen by the user? Not very effective. Increasingly, advertisers and publishers are using this metric to evaluate ad campaigns. There’s a growing trend among advertisers to pay only for their viewable impressions. according to e Marketer, ad view ability on a desktop is around 50%. this means that almost half of the advertising investment goes to ads that are never seen by anyone. For publishers, this means that if the industry would switch overnight to pay only for viewable impressions, they would lose an important part of their revenue. So, it’s in everyone’s interest then to require measures to increase ad view ability.

According to our research, there’s a strong correlation between ad view ability and CPM, which means that increasing view ability will directly impact your page RPM. Reducing ad latency (increasing ad loading speed) is one factor that can impact ad view ability. Improving your ad layout and placement can also help you increase the view ability of your advertisements.

4. Diversify your ad networks

Fill rate is an online advertising metric that defines how many ad placements a publisher can fill with advertisements. you should aim to have a high fill rate to maximize your revenue potential. Reaching 100% fill rate is impossible due to external factors like network issues or a visitor closing the site before the ad had time to load. One strategy to increase your fill rate is to work with an ad server that allows you to diversify your ad providers. you could serve first your own direct campaigns and then fill the rest of the ad placements with several ad networks. Doing this will allow you to serve the most profitable advertisement in each case, and also maximize your fill rate by having several options from where to serve an ad.

5. Implement ad refresh

With ad refresh, you can serve multiple ads on the same advertising placement to the same user. After a condition is met, which can be time on page, an action performed by the visitor, or any other event, the current ad is refreshed and replaced with another different ad. you should only refresh the ad units which the user is currently viewing. even though CPM for those impressions will be lower than for the first ad served, you will increase your page RPM.

6. Optimize traffic for quality

Your traffic acquisition efforts should aim to increase traffic quality and not just quantity. Organic users are usually high-quality, as the reason they visit your site is that they found your content relevant to their search query. But depending on the content, you may see a different picture on your site. the best approach would be to build a profile of your referral sources and see which traffic source brings the most engaged users. you can use that profile to focus your traffic acquisition efforts on high-quality traffic sources. A highly engaged audience will be more attractive to advertisers, which will increase their bids for ads on your sites, increasing your page RPM.

7. Strengthen your SEO

SEO caters to search as per intent. Therefore, for increasing relevant traffic, SEO should be the priority. you can get quality users to your website via search and SEO proficiency helps you achieve just that.

8. Use section targeting

Everything revolves around content. Because you’re leveraging content and relevancy, using the section targeting AdSense feature can help increase the relevancy of your ads by showing more contextual and content focused ads to users.

9. Start header bidding

Header bidding is an improved alternative to the standard publisher waterfall technique where each ad request was passed on from one ad network to another for fill rates; and on and on. Header bidding, on the other hand, intensifies competition for your ad inventory and maintains high CPMs by enabling you to reach numerous demand partners simultaneously.

10. Use the Right Formats

Adsense doesn’t just offer 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 proper 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.

11. Attract the Right Visitors

Attracting relevant visitors is far more important than 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 lot of irrelevant hits. The added advantage of attracting only the correct audience is your RPM will stay at its best value.

To put it simply, RPM will vary based on your traffic quality. for example, repeated/returning visitors can get you better RPM as Google can identify the user better the second time onwards. Similarly, paid traffic tends to have higher bounce rates and lower time on site. this means page RPM isn’t going to be high as expected.

12. Upgrade to Google Ad Manager

If you think, you’ve done all the things you could possibly do and have good traffic (at least over 200,000 page views), then we advise you to sign in for Google DFP (now rebranded as ‘Google Ad Manager’). Why do you ask?

Google Ad Manager is an ad server that 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 GAM. 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.

13. Try AdSense YouTube

AdSense YouTube

These days, videos and video ads are on the roll. Hence, if you’re a video publisher, don’t forget you can always leverage the YouTube platform to make efficient use of video ads, depending upon your traffic and audience type. other than this, rich media ads are also worth considering.

14. Keep looking, tracking, and analyzing

For all the efforts you may make一be it related to SEO, content, ad formats, ad placement, or ad buying method一don’t forget that you need to keep tracking everything you are doing. Leaving out even a single activity will provide you inaccurate knowledge and hamper your understanding about what worked and what didn’t.

15. Improve Content Quality

Content is the foundation of your site. When your content is better than your peers, then it ranks higher on SERP, brings more traffic, increases page retention that ultimately translates to higher page RPM. Create content specifically for your target audience. Create multimedia content with images, audios, slides, videos, etc, for higher engagement. Conduct extensive research for your articles so that they deliver more value than your competitors. Develop a design system for your website and build a brand around your content.

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