Page RPM and Methods to extend Page RPM
What is Page RPM?
Page RPM is an abbreviation of Revenue per Mille, or Revenue per Thousand, and may be a digital advertisement metric employed by publishers that estimates the revenue a site can generate for each thousand page views.
eCPM, on the opposite hand, is an acronym for “effective cost per mille.” it's used on many platforms that monetize through display ads which may include desktop, mobile, in-app and video. it's important to know that page RPM and eCPM are essentially an equivalent . As a result, Google uses the terms interchangeably.
How to Calculate Page RPM
RPM of page is calculated by dividing your estimated earnings or ad revenue by your total no of page views and multiplying the result by 1000:
RPM = (estimated earnings / total no of page views) * 1000
For instance, if you've got 1700 page views per month and an estimated ad revenue of $17, your page RPM would be ($17/1700)*1000 = $10.
What Influences Page RPM?
Two metrics which directly influence your RPM are
1. Click-through rate (CTR)
This measures the amount of clicks on a billboard per thousand ad impressions.If advertiser’s ads are clicked high, the more publishers get paid.Increasing CTR leads to increased page revenue.A better CTR also means the publisher is offering a high-quality placement for those sorts of ads, which might allow the publisher to urge a better price per click on the ad placement bid.
2. Cost per click (CPC)
This measures what proportion money a billboard vertiser is willing to buy a click on an ad placed on a publisher’s site.CPC varies supported the content of the ad, context, and therefore the niche.
Publishers should make sure that they're keeping both CTR and CPC as high as possible since increasing these two metrics will drive the expansion of their page RPM.
There are several strategies publishers can use to extend the effectiveness of their advertising land.Here are a number of the simplest ways publishers can increase page RPM.
Five Methods to extend Page RPM
The actions you're taking to extend your page RPM won’t necessarily have an instantaneous effect.When doing A/B tests to implement any of those recommendations, remember to use a big sample size and let each experiment run a minimum of every week before evaluating the results.
There are three main areas which you'll work on to enhance page RPM: your own website, the ads that are shown on your site, and therefore the audience which visits your site.
1.Specialise in the quality of your content
It may be a cliche at now, but that specialize in your content quality is that the foundation which will allow you to command a better page RPM. Having strong content that your audience cares about features a waterfall effect on all the opposite metrics and optimisations. True, having great content isn't a guarantee for fulfillment .We all know great publications with high-quality content on their niches that disappeared. But check out it from the opposite side: what percentage successful, sustainable sites you recognize have poor content?
2.Suggest relevant contents to take care of user engagement
Content recommendation engines are designed to supply navigational pathways to related content to stay users engaged and increase their time on page and throughout the location . Increasing the amount of page views will approach your page RPM, because it increases the prospect that the user will find yourself clicking on a billboard .
3.Increase site speed and fix technical issues
Increasing your site and ads’ loading speed may be a key factor for improving user experience and ad viewability.But you ought to also concentrate to the other technical issue which can hurt your performance,like mobile rendering issues or broken links.These technical issues have a gradual, accumulating negative effect on your SEO efforts, which can impact your page RPM also .
4.Increase the ad viewability
How effective is a billboard that's not seen by the user?Not very effective.Increasingly, advertisers and publishers are using this metric to guage ad campaigns.There’s a growing trend among advertisers to pay just for their viewable impressions. consistent with eMarketer, ad viewability on a desktop is around 50%. this suggests that nearly half the advertising investment goes to ads that are never seen by anyone. For publishers, this suggests that if the industry would switch overnight to pay just for viewable impressions,they might lose a crucial a part of their revenue.So, it’s in everyone’s interest then to require measures to extend ad viewability.
Reducing ad latency (increasing ad loading speed) is one factor which will impact ad viewability.Improving your ad layout and placement also can assist you increase the viewability of your advertisements.
5.Optimize the ad formats and sizes
There are a spread of ad formats you'll accept on your site: text, display, video, rich media or expandable ads are a number of the choices you've got.There are few ad formats command higher prices per click and impression.That doesn’t mean that switching all of your ad inventory to video ads will allow you to extend your page RPM.You’d got to experiment and find the optimal combination of formats which will allow you to maximise your ad revenue.
There is also a spread of ad sizes which are defined and standardized by industry bodies just like the IAB.The Interactive Advertising Bureau released in 2017 guidelines which are supported image proportions instead of fixed sizes.Some ad sizes are used more frequently by advertisers, which ends up during a higher competition.Implementing these ads would drive the CPC of your ads up, which might end in higher page RPM.