{"id":4760,"date":"2020-04-30T15:58:00","date_gmt":"2020-04-30T10:28:00","guid":{"rendered":"http:\/\/www.www.adpushup.com\/blog\/?p=4760"},"modified":"2023-06-01T16:11:56","modified_gmt":"2023-06-01T10:41:56","slug":"whats-causing-the-sudden-drop-in-your-adsense-earnings-ctr-and-rpm","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/whats-causing-the-sudden-drop-in-your-adsense-earnings-ctr-and-rpm\/","title":{"rendered":"What&#8217;s Causing the Sudden Drop in Your AdSense Earnings, CTR and RPM?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p><a href=\"https:\/\/www.adpushup.com\/blog\/adsense-revenue-calculator\/\" target=\"_blank\" rel=\"noreferrer noopener\">AdSense earnings<\/a> suffered a sudden drop? Let&#8217;s find out what could be the case.<\/p>\n\n\n\n<p>A lot of publishers face sudden drops in their earnings, CTR and <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-increase-page-rpm\/\" target=\"_blank\" rel=\"noreferrer noopener\">RPM<\/a>. <em>Why?<\/em> Drops can be caused by anything from irrelevant ads being displayed, <a href=\"https:\/\/www.adpushup.com\/blog\/prevent-invalid-traffic\/\" target=\"_blank\" rel=\"noreferrer noopener\">invalid clicks<\/a> or even a drop in the cost-per-click for a particular keyword.<\/p>\n\n\n\n<p>Determining the <em>cause<\/em> must be done on an account-by-account or site-by-site basis.<\/p>\n\n\n\n<p><strong>Also read: <a href=\"https:\/\/www.adpushup.com\/google-adsense\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google AdSense: Guide to Improve your Existing Revenue<\/a><\/strong><\/p>\n\n\n\n<p>Let\u2019s take a look at a few of the most common&nbsp;reasons why you may be seeing lower-than-normal earnings.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/whats-causing-the-sudden-drop-in-your-adsense-earnings-ctr-and-rpm\/#Invalid_Activity\" >Invalid Activity<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/whats-causing-the-sudden-drop-in-your-adsense-earnings-ctr-and-rpm\/#Improper_Ad_Placement\" >Improper Ad Placement<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/whats-causing-the-sudden-drop-in-your-adsense-earnings-ctr-and-rpm\/#Drop_in_RPM_or_CTR\" >Drop in RPM or CTR<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/whats-causing-the-sudden-drop-in-your-adsense-earnings-ctr-and-rpm\/#Overlooked_Site_Changes\" >Overlooked Site Changes<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/whats-causing-the-sudden-drop-in-your-adsense-earnings-ctr-and-rpm\/#Crawl_Problems\" >Crawl Problems<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/whats-causing-the-sudden-drop-in-your-adsense-earnings-ctr-and-rpm\/#Targeting_Issues\" >Targeting Issues<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adpushup.com\/blog\/whats-causing-the-sudden-drop-in-your-adsense-earnings-ctr-and-rpm\/#Increased_Mobile_Traffic\" >Increased Mobile Traffic<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.adpushup.com\/blog\/whats-causing-the-sudden-drop-in-your-adsense-earnings-ctr-and-rpm\/#Ad_Coding_Placement\" >Ad Coding Placement<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.adpushup.com\/blog\/whats-causing-the-sudden-drop-in-your-adsense-earnings-ctr-and-rpm\/#Ad_Placement_Changes\" >Ad Placement Changes<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.adpushup.com\/blog\/whats-causing-the-sudden-drop-in-your-adsense-earnings-ctr-and-rpm\/#Ad_Blindness\" >Ad Blindness<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.adpushup.com\/blog\/whats-causing-the-sudden-drop-in-your-adsense-earnings-ctr-and-rpm\/#Declining_CPC\" >Declining CPC<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.adpushup.com\/blog\/whats-causing-the-sudden-drop-in-your-adsense-earnings-ctr-and-rpm\/#Traffic_Sources\" >Traffic Sources<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-invalid-activity\"><span class=\"ez-toc-section\" id=\"Invalid_Activity\"><\/span>Invalid Activity<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright size-large\"><img loading=\"lazy\" width=\"200\" height=\"200\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2015\/07\/invalid-click-activity.jpg\" alt=\"invalid activity\" class=\"wp-image-4695\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2015\/07\/invalid-click-activity.jpg 200w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2015\/07\/invalid-click-activity-150x150.jpg 150w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2015\/07\/invalid-click-activity-96x96.jpg 96w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/><\/figure><\/div>\n\n\n\n<p>Google <em>must<\/em> monitor all clicks and impressions on their network. Monitoring protects Google\u2019s credibility and is also in the best interest of the advertiser. Automated systems and human reviews are part of Google\u2019s system where:<\/p>\n\n\n\n<ul><li>All clicks are monitored.<\/li><li>All impressions are monitored.<\/li><\/ul>\n\n\n\n<p>Invalid clicks leads to higher publisher earnings and increased cost for the advertiser. Filters are in place to determine if a user\u2019s clicks are valid or if they pose a risk to the advertiser. A few of the most common clicks or impressions that are ignored include:<\/p>\n\n\n\n<ul><li>Clicks or impressions from unethical users.<\/li><li>Automated clicks.<\/li><li>Encouraging clicks on ads.<\/li><\/ul>\n\n\n\n<p>These are the most common filters that are triggered and can lower your earnings. <strong>If you looked at your earnings in the morning and noticed a drop in revenue, impressions or clicks later on in the day, it is likely caused by invalid activity<\/strong>.<\/p>\n\n\n\n<p>Google refunds all invalid activity costs to the advertiser.<\/p>\n\n\n\n<p>Until very recently (<a href=\"http:\/\/adsense.blogspot.com\/2015\/06\/difference-in-adsense-payments.html\">June 22<sup>nd<\/sup><\/a> to be exact), Google did not display this information on the <a href=\"https:\/\/www.adpushup.com\/blog\/adsense-ad-balance\/\" target=\"_blank\" rel=\"noreferrer noopener\">AdSense<\/a> dashboard. <strong>Now, publishers will be able to view their earnings as well as debits from invalid traffic and activity<\/strong>.<\/p>\n\n\n\n<h2 id=\"h-improper-ad-placement\"><span class=\"ez-toc-section\" id=\"Improper_Ad_Placement\"><\/span>Improper Ad Placement<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>AdSense does <em>not<\/em> allow you to encourage users to click on ads. While this used to pertain to just words, such as \u201cplease help us by clicking our ad,\u201d it has also transitioned into improper <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-find-the-best-ad-placement-on-your-website\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad placement<\/a>.<\/p>\n\n\n\n<p>Improper ad placement can encourage <em>accidental<\/em> clicks.<\/p>\n\n\n\n<p><em>What is improper ad placement?<\/em> You cannot place an ad in such a way that you\u2019re:<\/p>\n\n\n\n<ul><li>Ad can be mistaken for:<ul><li>Site content<\/li><li>Menus<\/li><li>Navigation<\/li><li>Download links<\/li><\/ul><\/li><li>Placing ads near:<ul><li>Video players<\/li><li>Game windows<\/li><li>Download buttons<\/li><\/ul><\/li><li>Aligning images with ads<\/li><li>Placing misleading headers near the ads<\/li><\/ul>\n\n\n\n<p>Sometimes, these actions are blatantly undertaken by the account holder, but a layout can also unintentionally lead to accidental clicks. A warning may be given to the account holder, or you\u2019ll notice a drop in earnings that will now be reflected in the invalid activity on your account dashboard.<\/p>\n\n\n\n<p>If you notice unusual click activity on your account, you can <a href=\"https:\/\/support.google.com\/adsense\/contact\/invalid_clicks_contact\">alert Google directly<\/a>.<\/p>\n\n\n\n<h2 id=\"h-drop-in-rpm-or-ctr\"><span class=\"ez-toc-section\" id=\"Drop_in_RPM_or_CTR\"><\/span>Drop in RPM or CTR<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>RPM (<a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/page-rpm-definition-calculator-and-tips-to-increase-it\/\" target=\"_blank\">page revenue per thousand pageviews<\/a>) allows users to estimate earnings based on the number of page views received. This metric is not always 100% accurate because it can change drastically from one day to the next due to advertiser expenditures.<\/p>\n\n\n\n<p>If the price of a keyword drops and your highest paying ad displays were based on that keyword, your earnings and RPM will drop.<\/p>\n\n\n<style>@media (max-width:480px){#cp_calculatedfieldsf_pform_1{min-height:3557px;}}@media (max-width:768px){#cp_calculatedfieldsf_pform_1{min-height:1595px;}}@media (max-width:1024px){#cp_calculatedfieldsf_pform_1{min-height:1158px;}}@media (min-width:1024px){#cp_calculatedfieldsf_pform_1{min-height:1531px;}}<\/style><form name=\"cp_calculatedfieldsf_pform_1\" id=\"cp_calculatedfieldsf_pform_1\" action=\"https:\/\/www.adpushup.com\/blog\/whats-causing-the-sudden-drop-in-your-adsense-earnings-ctr-and-rpm\/\" method=\"post\" enctype=\"multipart\/form-data\" onsubmit=\"return fbuilderjQuery.fbuilder.doValidate(this);\" class=\"cff-form no-prefetch  cff-form-7 cp_cff_pastel\"  data-nonce=\"4a6d0b060f\">\n<input type=\"hidden\" name=\"cp_calculatedfieldsf_pform_psequence\" value=\"_1\" \/>\n<input type=\"hidden\" name=\"cp_calculatedfieldsf_id\" value=\"7\" \/>\n<input type=\"hidden\" name=\"cp_ref_page\" value=\"https:\/\/www.adpushup.com\/blog\" \/>\n<pre style=\"display:none !important;\"><script data-category=\"functional\" type=\"text\/javascript\">form_structure_1=[[{\"form_identifier\":\"\",\"name\":\"fieldname1\",\"shortlabel\":\"\",\"index\":0,\"ftype\":\"fnumber\",\"userhelp\":\"\",\"userhelpTooltip\":false,\"tooltipIcon\":false,\"csslayout\":\"\",\"title\":\"Total pageviews:\",\"predefined\":\"\",\"predefinedClick\":false,\"required\":true,\"exclude\":false,\"readonly\":false,\"size\":\"medium\",\"thousandSeparator\":\"\",\"decimalSymbol\":\".\",\"min\":\"\",\"max\":\"\",\"formatDynamically\":false,\"dformat\":\"number\",\"formats\":[\"digits\",\"number\",\"percent\"],\"fBuild\":{},\"parent\":\"\"},{\"form_identifier\":\"\",\"name\":\"fieldname2\",\"shortlabel\":\"\",\"index\":1,\"ftype\":\"fcurrency\",\"userhelp\":\"\",\"userhelpTooltip\":false,\"tooltipIcon\":false,\"csslayout\":\"\",\"title\":\"Total revenue ($):\",\"predefined\":\"\",\"predefinedClick\":false,\"required\":true,\"exclude\":false,\"readonly\":false,\"size\":\"medium\",\"currencySymbol\":\"$\",\"currencyText\":\"USD\",\"thousandSeparator\":\",\",\"centSeparator\":\".\",\"noCents\":false,\"min\":\"\",\"max\":\"\",\"formatDynamically\":false,\"twoDecimals\":false,\"fBuild\":{},\"parent\":\"\"},{\"dependencies\":[{\"rule\":\"\",\"complex\":false,\"fields\":[\"\"]}],\"form_identifier\":\"\",\"name\":\"fieldname3\",\"shortlabel\":\"\",\"index\":2,\"ftype\":\"fCalculated\",\"userhelp\":\"\",\"userhelpTooltip\":false,\"tooltipIcon\":false,\"csslayout\":\"\",\"title\":\"RPM ($):\",\"predefined\":\"\",\"required\":false,\"exclude\":false,\"size\":\"medium\",\"eq\":\"fieldname2*1000\\\/fieldname1\",\"suffix\":\"\",\"prefix\":\"\",\"decimalsymbol\":\".\",\"groupingsymbol\":\"\",\"readonly\":true,\"currency\":false,\"noEvalIfManual\":true,\"formatDynamically\":false,\"hidefield\":false,\"fBuild\":{},\"parent\":\"\"}],{\"0\":{\"title\":\"Page RPM Calculator\",\"description\":\"Calculate your revenue per thousand pageviews\",\"formlayout\":\"left_aligned\",\"formtemplate\":\"cp_cff_pastel\",\"evalequations\":1,\"evalequationsevent\":2,\"loading_animation\":0,\"autocomplete\":1,\"persistence\":0,\"customstyles\":\"\"},\"formid\":\"cp_calculatedfieldsf_pform_1\"}];<\/script><\/pre>\n<div id=\"fbuilder\">\n\t\t<div id=\"fbuilder_1\">\n\t\t<div id=\"formheader_1\"><\/div>\n\t\t<div id=\"fieldlist_1\"><\/div>\n\t\t<div class=\"clearer\"><\/div>\n\t<\/div>\n<\/div>\n\t<div id=\"cp_subbtn_1\" class=\"cp_subbtn\" style=\"display:none;\">Submit<\/div><div class=\"clearer\"><\/div>\n\t<input type=\"hidden\" id=\"_cpcff_public_nonce\" name=\"_cpcff_public_nonce\" value=\"8019be6597\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/blog\/wp-json\/wp\/v2\/posts\/4760\" \/><\/form>\n\t\n\n\n\n<p>A drop in traffic would be the first signals to evaluate. If there has been a significant drop in traffic, earnings will drop as well, but not necessarily the RPM. In the case of an RPM change, ask yourself the following questions:<\/p>\n\n\n\n<ul><li>Are site traffic levels the same?<\/li><li>Is a particular page receiving less traffic?<\/li><\/ul>\n\n\n\n<p>With both CTR and RPM, the content of specific pages will cause different ads to be displayed and can affect your earnings.<\/p>\n\n\n\n<p>Let\u2019s say you have two pages on your website. One particular page receives a high amount of traffic and typically displays higher-paying ads. The other receives only a small amount of traffic, and the ads are typically low-paying. If the page with the higher-paying ads suddenly sees a decline in traffic while the page with the lower-paying ads sees an increase, your earnings will suffer as a result. Despite this, your traffic will still remain the same. You can measure your page level earnings by <a target=\"_blank\" href=\"https:\/\/www.adpushup.com\/blog\/integrating-adsense-with-analytics-to-optimize-revenue\/\" rel=\"noreferrer noopener\">integrating&nbsp;AdSense with Analytics<\/a>.<\/p>\n\n\n\n<h2 id=\"h-overlooked-site-changes\"><span class=\"ez-toc-section\" id=\"Overlooked_Site_Changes\"><\/span>Overlooked Site Changes<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Changes to a website can produce lower or higher earnings. Removing a high-paying <a href=\"https:\/\/www.adpushup.com\/blog\/google-adsense-ad-unit-updates-and-their-impact-on-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad unit<\/a> or poor targeting may be blamed for a lower CTR or RPM. Simply put: readers won\u2019t click on irrelevant ads.<\/p>\n\n\n\n<p>A few problems that can occur are:<\/p>\n\n\n\n<h3 id=\"h-crawl-problems\"><span class=\"ez-toc-section\" id=\"Crawl_Problems\"><\/span><strong>Crawl Problems<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"800\" height=\"400\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/WhatisBot.jpg\" alt=\"What is bot traffic\" class=\"wp-image-11226\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/WhatisBot.jpg 800w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/WhatisBot-300x150.jpg 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/WhatisBot-768x384.jpg 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/WhatisBot-150x75.jpg 150w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure><\/div>\n\n\n\n<p>If Google can\u2019t crawl your page, the ads displayed will not be relevant. Check your robot.txt to ensure that you\u2019re not blocking Google from crawling your site. Changes in the form of adding images or dynamic content can also cause issues.<\/p>\n\n\n\n<p><strong>Google is much less effective at analyzing images and dynamic content than it is with text.<\/strong><\/p>\n\n\n\n<p>In the event that none of these issues arise but your site was down due to a hosting issue or change, you should wait up to 48 hours before taking action.<\/p>\n\n\n\n<h3 id=\"h-targeting-issues\"><span class=\"ez-toc-section\" id=\"Targeting_Issues\"><\/span><strong>Targeting Issues<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Google recommends using JavaScript tags instead of iFrame tags. <em>Why?<\/em> There are fewer issues when using JavaScript. If you changed your <a href=\"https:\/\/www.adpushup.com\/blog\/a-beginners-guide-to-ad-servers-plus-8-ad-servers-reviewed\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad server<\/a>, targeting issues are the likely culprit because initial targeting issues often exist.<\/p>\n\n\n\n<p><strong>Targeting issues will lead to irrelevant ads being displayed<\/strong>.<\/p>\n\n\n\n<p>Irrelevant ads can reduce RPM and CTR dramatically, resulting in a massive drop in earnings. Correcting targeting issues is a necessity. Websites that have little text can also benefit from using <strong>AdSense\u2019s section targeting tags<\/strong>.<\/p>\n\n\n\n<p>This is done with the following tags:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p><em>&lt; !&#8211; google_ad_section_start &#8211;&gt;<\/em><\/p><p><em>&lt; !&#8211; google_ad_section_end &#8211;&gt;<\/em><\/p><\/blockquote>\n\n\n\n<p>The <strong>most relevant text, the text you want to have AdSense target when selecting ads, should be placed within these tags<\/strong>. You can also ignore certain text using the following start tag:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p><em>&lt; !&#8211; google_ad_section_start(weight=ignore) &#8211;&gt;<\/em><\/p><\/blockquote>\n\n\n\n<h3 id=\"h-increased-mobile-traffic\"><span class=\"ez-toc-section\" id=\"Increased_Mobile_Traffic\"><\/span><strong>Increased Mobile Traffic<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"1024\" height=\"733\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/08\/mobile-ad-spending-statista-1024x733.png\" alt=\"mobile set to outpace desktop ad spending by 2022\" class=\"wp-image-16809\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/08\/mobile-ad-spending-statista-1024x733.png 1024w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/08\/mobile-ad-spending-statista-300x215.png 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/08\/mobile-ad-spending-statista-768x550.png 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/08\/mobile-ad-spending-statista-150x107.png 150w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/08\/mobile-ad-spending-statista.png 1090w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>If mobile traffic has increased but non-mobile traffic has decreased, this can lead to poor performance. Websites that are not optimized for mobile will lead to fewer user clicks and earnings as a result.<\/p>\n\n\n\n<h3 id=\"h-ad-coding-placement\"><span class=\"ez-toc-section\" id=\"Ad_Coding_Placement\"><\/span><strong>Ad Coding Placement<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Simple coding changes will have an effect on earnings. If the coding for the first ad has changed in such a way <strong>that the highest producing ad is now loaded later than other AdSense ads on a page, the ads displayed will be of lower value<\/strong>.<\/p>\n\n\n\n<p>AdSense will display the highest paying ads on the first ad block that loads.<\/p>\n\n\n\n<h3 id=\"h-ad-placement-changes\"><span class=\"ez-toc-section\" id=\"Ad_Placement_Changes\"><\/span><strong>Ad Placement Changes<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p><em>Have you changed ad sizes or placement recently?<\/em> Different ad sizes will display different ads. For example, a 468 x 60 banner will not display video ads, so if this ad size replaced a <a href=\"https:\/\/www.adpushup.com\/blog\/google-adsense-now-allows-300x250-ads-above-the-fold-on-mobile-web\/\" target=\"_blank\" rel=\"noreferrer noopener\">300 x 250 ad block<\/a> that played video ads, earnings may be less for RPM and CPC.<\/p>\n\n\n\n<p>The placement of an ad can also change CTR dramatically.<\/p>\n\n\n\n<p>If you\u2019ve recently changed your ad positions and notice a drop in CTR, it\u2019s a good idea to use <a href=\"https:\/\/www.adpushup.com\/blog\/top-10-best-heatmap-tools-reviewed\/\" target=\"_blank\" rel=\"noreferrer noopener\">heatmap tools<\/a> to determine your site\u2019s \u201chotspots\u201d, where users will be more inclined to view an ad and hopefully click on it.<\/p>\n\n\n\n<h2 id=\"h-ad-blindness\"><span class=\"ez-toc-section\" id=\"Ad_Blindness\"><\/span>Ad Blindness<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"800\" height=\"564\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/01\/BBCover.jpg\" alt=\"Banner blindness\" class=\"wp-image-10872\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/01\/BBCover.jpg 800w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/01\/BBCover-300x212.jpg 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/01\/BBCover-768x541.jpg 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/01\/BBCover-150x106.jpg 150w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure><\/div>\n\n\n\n<p>Gradual CTR decreases over time are typically the result of <strong><em><a href=\"https:\/\/www.adpushup.com\/blog\/banner-blindness\/\">ad blindness<\/a><\/em><\/strong>. This occurs when your site\u2019s visitors start ignoring your ads. When a site has a lot of recurring visitors, ad blindness becomes an even greater problem.<\/p>\n\n\n\n<p>Following <a target=\"_blank\" href=\"https:\/\/www.adpushup.com\/blog\/7-strategies-to-optimize-banner-ad-revenues\/\" rel=\"noreferrer noopener\">strategies to optimize banner ad revenue<\/a> is a must.<\/p>\n\n\n\n<p>There are a few ways to negate ad blindness:<\/p>\n\n\n\n<ul><li>Change the color of your ads. Both text and background color can be changed.<\/li><li>Change <a href=\"https:\/\/www.adpushup.com\/blog\/the-ad-formats-and-types-users-like-most-report\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad type<\/a>. Use images or text ads to try and counteract ad blindness.<\/li><li>Reposition your ads. A new ad position may result in reduced ad blindness.<\/li><\/ul>\n\n\n\n<p>Every site has the risk of its users suffering from <a href=\"https:\/\/www.adpushup.com\/blog\/banner-blindness\/\" data-type=\"URL\" data-id=\"https:\/\/www.adpushup.com\/blog\/banner-blindness\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad blindness<\/a>, and small changes will help offset the number of visitors that have become ad blind.<\/p>\n\n\n\n<h2 id=\"h-declining-cpc\"><span class=\"ez-toc-section\" id=\"Declining_CPC\"><\/span>Declining CPC<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The cost-per-click (CPC) that an advertiser pays for different keywords in their ad campaign has a direct result on your earnings. Unfortunately, this is completely out of your control, which means earnings can drop quickly.<\/p>\n\n\n\n<p>Advertisers can alter their campaign to:<\/p>\n\n\n\n<ul><li>Target sites based on the time of day<\/li><li>Target different keyword to match campaign goals<\/li><\/ul>\n\n\n\n<p>Seasonality can also have an effect on your earnings. Advertisers that are targeting consumers during the holiday season will pay a much higher CPC for their campaigns due to the amount of competition bidding on a particular keyword. Once the sales rush is over, the competition and CPC will often decline, leaving publishers with lower earnings.<\/p>\n\n\n\n<p>Your site may see overnight earnings changes due to seasonality.<\/p>\n\n\n\n<p>From a publisher perspective, there is nothing that you can do to prepare for a declining CPC aside from implementing other, higher-paying <a href=\"https:\/\/www.adpushup.com\/blog\/the-best-ad-networks-for-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad networks<\/a> into your ad rotation. If you would prefer to stay with AdSense, gearing new site content to other keywords will also help alleviate a declining CPC for a particular set of advertiser keywords.<\/p>\n\n\n\n<h2 id=\"h-traffic-sources\"><span class=\"ez-toc-section\" id=\"Traffic_Sources\"><\/span>Traffic Sources<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><em>Where is your traffic originating?<\/em> The referrals you receive may be <em>more<\/em> or <em>less<\/em> inclined to click on your ads. The traffic may also be of lower quality and will come to your page for a second before leaving.<\/p>\n\n\n\n<p>Take, for example, Reddit. If your site reached the top of Reddit, you may receive a massive influx in traffic, yet traffic from Reddit is known to click on ads <em>less<\/em> often, resulting in a much lower CTR than expected. Traffic from your social media profile, on the other hand, may be more inclined to click on your ads, which would result in a higher CTR.<\/p>\n\n\n\n<p>Many publishers find that traffic from search often results in more clicks and a higher CTR.<\/p>\n\n\n\n<p>The referrals that you find in your analytics will indicate if a drop in a particular traffic source is resulting in a decline in earnings and CTR.<\/p>\n\n\n\n<p>When your AdSense earnings suddenly drop, there is always a cause. While you can optimize your CTR to enhance your earnings and optimize content for a higher RPM, some fluctuations are out of the publisher\u2019s control.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>AdSense earnings suffered a sudden drop? Let&#8217;s find out what could be the case. A lot of publishers face sudden drops in their earnings, CTR and RPM. Why? Drops can be caused by anything from irrelevant ads being displayed, invalid clicks or even a drop in the cost-per-click for a particular keyword. Determining the cause<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":2,"featured_media":13926,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"2021-06-10T14:09:05Z","apple_news_api_id":"a2d6804c-7c4c-4351-a55c-0d1d1f3c9f2d","apple_news_api_modified_at":"2021-06-10T14:09:27Z","apple_news_api_revision":"AAAAAAAAAAAAAAAAAAAAAA==","apple_news_api_share_url":"https:\/\/apple.news\/AotaATHxMQ1GlXA0dHzyfLQ","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6453,11344],"tags":[],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What&#039;s Causing the Sudden Drop in Your AdSense Earnings, CTR and RPM?<\/title>\n<meta name=\"description\" content=\"This post will help you in troubleshooting and fixing the common issues which lead to a drop in your AdSense RPM, AdSense CTR and AdSense earnings.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/whats-causing-the-sudden-drop-in-your-adsense-earnings-ctr-and-rpm\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"What&#039;s Causing the Sudden Drop in Your AdSense Earnings, CTR and RPM?\" \/>\n<meta name=\"twitter:description\" content=\"This post will help you in troubleshooting and fixing the common issues which lead to a drop in your AdSense RPM, AdSense CTR and AdSense earnings.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/11\/What-Causes-Sudden-Traffic-Decline-and-How-to-Fix-it.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@oberoiankit\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ankit Oberoi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; 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