There are multiple valuable metrics available that the publishers apply to make analyses on the ad performances. One of the common metrics that most of the ad networks and servers use on the advertising platforms is RPM. Among them, the two popular ones are the Page and Ad RPM. The publishers often get confused when it comes to focusing on any of the two RPMs. There are some basic differences between them- the calculation process, the determining, and the influencing factors.
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RPM is a digital advertisement metric that is used by publishers to estimate the revenue a website can spawn for each thousand-page views. This metric is somehow similar to CPM, which is the cost for one thousand ad impressions. To calculate the Page RPM, you just need to divide the total estimated advertising revenue or earnings by the total number of page views. Then finally multiply the result with 100. Click-through rates and Cost per click are two factors that influence the process. But to influence the RPM of your page, make a high-quality and relevant content to improve the user engagement. The technical issues must be fixed, and the site must be speedy. The ad networks must be diversified, and the ad sizes and formats must be optimized.
To calculate the Ad revenue per one thousand impressions or Ad RPM, you need to divide the estimated revenue or earnings by ad impressions and then multiply the result with 1000. There are a few ways in which you can increase your Ad RPM. You need to strengthen your SEO and attract high-intent and well-targeted traffic to your site. To make your visitors stay, you need to focus on the content quality score. Make use of the latest tools to find high paying CPC keywords. Section targeting can help you by showing your visitors the content-focused and contextual ads. Use geo targeting and category blocking to serve good impressions. Focus on improving the UX or user experience and choose the best ad formats for your audience. The broken links must be fixed, and the crawling structure must be taken care of. Finally, fix the technical issues, if any.
There are some similarities between the two metrics, but there are some substantial differences that cannot be ignored. On the one hand, RPM of a page helps the publishers to understand their ad performances on a page level. While on the other hand, Ad RPM informs the publishers about an advertiser’s cost to pay for each thousand ad impressions served on a site. The page revenue per mile helps the publishers to identify both the high and low earning pages so that they can strategize the ways to enhance the performance. This particular metric helps in the evaluation of several pages on the sites. Site niche, geographics, seasonality, and demographics of the audience, and the trending topics are the factors that determine the processes.
The reason behind the changes in RPM:
The page revenue per mile is nothing but an estimated metric. Therefore, it will vary and fluctuate. So, the hot-trends must be well monitored, and instead of focusing on everyday metric updates, use the rolling averages. The changes you make will take some time to affect. Hence, each optimization should be given enough time to evaluate effectiveness. Experimenting, optimizing, and analyzing must be done regularly. To maximize the advertising revenue and get a complete picture of the website, try combining with other metrics. Some abusive technologies can reduce the overall session of both page and Ad RPM.
Both page and ad RPM, together form an arsenal of metrics of a publisher to help in optimization and analysis of ad performance. The calculation process and understanding the metrics can be pretty easy, but to integrate the ideal strategies for optimizing the ad revenue is different. Do not continue it with guess works, and hire ad optimization experts, to make the correct optimizations and improve the ad revenue.