1. How To Increase Effective CTR, CPC and eCPM of Website By
Sumona Chatterjee
2. Topics
About CTR
How To Increase CTR
About CPC
How To Increase CPC
About eCPM
How To Increase eCPM
3. About CTR CTR rate simply stands for Click Through Rate. It
is the percentage value of people who actually click on your
advertisement. The click through rate is the ratio of the number of
times the ad appear in your website and the number of times peoples
clicks it.
4. About CTR Cont...
CTR measures the effectiveness of an advertisement. It is
calculated using the following formula that involves the number of
clicks and impressions:
CTR = (Clicks/Impressions) x 100
A high CTR means that it attracts attention and get clicks
often. A low CTR means the ad is under-performing and should be
evaluated further.
1/100 = 0.01
1*100 / 100 = 1%
So the formula would be CTR = Clicks * 100 / Ad
impressions
5. How To Increase CTR
CTR depends on Ad Placements as well as targeted traffic
also.
Move your ads as close to your main content as much as you are
comfortable with.
Higher Placement is better than lower and left is better than
right.
Wrap Text around ad units
Bigger ad formats stand out more and allow for more horizontal
text (easier for users to read and interact with and allow for more
ads to be displayed within a unit).
Consider exchanging your banner (468x60) with bigger ad units
like the leaderboard (728x90).
Blend, Complement and Contrast
6. How To Increase CTR Cont..
Experiment with the color scheme and layout of the adsense ads.
Ad formats which more closely match the overall look and feel of
your website tend to do better on average.
Focus your content on each page as much as possible. In other
words, the more coherent the content on the page, the more likely
that the ads which are displayed will be relevant to a visitor. The
more relevant the ad, the more likely the user may click on the ad
link to find other information.
Experiment by switching between text ads and image ads.
7. How To Increase CTR Cont..
Find the right mix of text and graphics on your site, which may
vary based on your content.
Track your page performance by making channels of ads in your
AdSense Control Panel. Keep experimenting till you are satisfied
with your CTR.
If you develop a poor quality content website, it will likely
give you high CTR and clicks, but you will be getting low priced
ads. Besides, nobody will like to add your URL to their favorites.
However, if you have quality content that keeps the visitors glued,
you may get low CTR, but you will be getting high priced ads and
regular visitors.
8. About CPC
CPC means How Much You Earn for Each Click made by visitors on
your ads. It may happen that, your CTR is very high but still your
earnings are not satisfying you. This happens because of low CPC,
you are getting low earning on each click. CPC depends on
relativity of ads with your content, popularity of your content
niche, and number of ads being displayed on your page.
9. Improving CPC
Enable all of your ad units to show both text and image/rich
media ads. By increasing the number of advertisers competing for
your ad units, the ad auction will make sure that the highest
paying ad will be shown.
Keep your filter list small so you dont lower your revenue
potential by blocking the highest-paying ads.
Increase the number of ads competing for your site by setting
up your custom channels for placement targeting.
The top-paying ads will be shown in the ad unit that appears
first in your HTML code. Find (CTR) of ad unit by using custom
channels. Then, you can easily change the code of your website to
make sure that your top performing unit is the one with the
highest-bidding ads.
10. Improving CPC Cont...
Good content will increase your CTR attracting thus higher CPC
ads
Strive for improving CTR.
The choice of the right keywords and phrases (not just the
highest paying ones).
Target the right markets.
Tracking, testing, previewing.
11. Improving CPC(factors which influence CPC) Cont..
Everything related to Web pages content: context, keywords,
theming
Quality traffic sites generating quality traffic will earn
more, for the rate of conversion is estimated as bigger.
The age and size of a site.
The Page Rank.
Advertisers budget
Seasonal fluctuations
Changes of competition for keywords (new advertisers)
12. About eCPM
eCPM is calculated by dividing total earnings by total number
of impressions in thousands. It is a great performance measure for
your various ad units, so when experimenting, you can use eCPM to
compare your results.
eCPM = Total Earnings/(Impressions*1000)
eCPM depends on two factors; the CTR (Click Through Rate) and
the CPC (Cost Per Click)
13. Improving eCPM
Since eCPM is calculated with earnings divided by impressions,
you need to either increase your earnings per impression or reduce
the number of impressions. (remove ads from low quality
pages/people do not click ads)
Another way to increase eCPM is to have high revenue, you get
high revenue by either getting more clicks or high paying ads.
Get More Relevant Adsense Ads - Google Adsense often shows
unrelated ads due to some words triggering wrong ads, Get more
relevant content by using google section targeting as more relevant
ads means more clicks.
Use less ads - Yes its true, by using less google adsense ads,
you often get higher earnings. The logic is, the lesser the ads,
the more high paying ads will be shown.
14. Improving eCPM Cont...
Remove low paying Adsense advertisers - there is a list of huge
adsense advertisers who pay very less or there are ads are not very
targeted getting less clicks, you can remove such advertisers
through Google competitive Ad Filter (use it with caution)
Write about high paying topics:- Write about high paying topics
within your niche (keyword Research)
Improve ad placement (CTR):According to the Google Heat map for
maximum visibility your ads should be placed front and center, at
the top of your main content
15. Improving eCPM Cont...
Decreasing your websites bounce rate will increase your CTR and
eCPM.: If your bounce rate is high then your visitors are likely
closing the browser window or tab holding your website, if this is
the case they arent clicking ads
What the ads pay varies a lot, what ads you get have some to do
with it. The spider uses the first 100 words (most of the time) of
each page to find words that advertisers are bidding on (key
words), that would be the area to add other words to get other ads
that may pay better .
Note:Just work on the keywords and the income will go up.
