Today we’d like to share some insights about why AdSense earnings sometimes go down — and look at how to troubleshoot what’s going on when that happens. Google has a variety of tools and reports that will help you see what might be causing a decline and how you can respond to optimize your earnings.
One of the first things to consider is: have your overall page views gone down, or are other issues causing the drop? There are many factors that affect revenue, but the key ones to look at include:
You can view all these metrics on the Performance reports tab in your AdSense account. Here are a few tips on how to address issues you may discover.
1. My page views have decreased
When troubleshooting changes in page views, it’s a good idea to extend the date range of your reports out to 30 days or more to help identify trends or specific issues. A drop in page views could simply be seasonal; retailers, for instance, tend to see a traffic drop after the holiday season. But a decrease can also be due to a change in your content.
If your traffic has dropped, here are some ways you might increase it:
2. My cost per click has decreased
CPC is market-driven and depends on factors like advertiser bids on keywords and the CPC values they’re willing to pay. For example, CPC can fall at the beginning of each quarter when marketers are shifting budget. When looking at changes in CPC, it’s a good practice to extend the date range of your reports out to a year. Then:
3. My search rank has dropped
Deeper investigation may show you that your page is not ranked as highly in search results as it once was. The Webmaster Troubleshooter is designed to help you resolve common issues with your site in Google Search and the Google Search Console.
4. My CTR or page RPM has decreased
A drop in CTR or page RPM can be caused by confusing site design or poor targeting. Visitors who see your ads might not click on them because they find them irrelevant, or perhaps they don’t see your ads at all. And that leads to lower earnings.
Here are some best practices to help drive up your CTR and page RPM:
We hope these tips will help you understand exactly what’s happening on your site ― and send your earnings back in the right direction.
Posted by Rachel Barrett