There are always reasons for $$$ drops! :(

January - start of the year, no advertising budgets
February - only 28 days, some winter calamities
March - drop for no specific reason; rain
April - 2 Easters + nice weather + new trimester, new budgets + 2 Google Updates (official). We are screwed!
May - feel the summer call?
June - summer is almost here, summer break is starting, traffic is going down naturally.
July - this is hot, summer break for all!
August - holiday on the Northern hemisphere! Nothing moves!
September - Panic time, it was another lousy year! Bad sales, no budgets! What to do!?
October - time for work
November - Black Friday and Thanksgiving Day, so we will have ~ 2 weeks of advertising budgets!
December - 2 weeks of advertising budgets and 2 weeks of hibernation!

Dammit boy, another year is gone!

I can almost guarantee your drop in cpc is coming from mobile clicks. Mobile cpc prices continue to drop year over year. Google is more worried about dropping mobile cpc prices than you are. Trust me. Hang in there, big changes to mobile cpc prices are coming soon.

Hang in there, big changes to mobile cpc prices are coming soon.

What changes?

ember Google's made nothing official. However, having account managers on both sides, Adwords & AdSense both are alluding to a mobile shakeup. It might be as early as the mobile deadline - wouldn't be suprised to see CPC prices shoot up quickly after the 21st.

They can try it, but if the mobile clicks don't convert for the advertisers (and I have my doubts), it won't last.

It'll be good news if it does change some what. my mobile rpm is 1/5 of desktop and the page view is that of 5 times. Any boost in rpm will boost my earning quite a bit.

Just pray that it will not drop further haha.

[edited by: frankleeceo at 4:07 pm (utc) on Apr 6, 2015]

I think the underlying thought process is that as it currently stands, google sends quite a bit of traffic to non-mobile friendly sites. These bring down the overall rpm since advertisers won't pay for those views. They covert badly for advertisers.

Now, once google stops those traffic completely, they can convince advertisers to pay more for those traffic with better mobile friendly ad placements.

Mobile clicks are performing VERY well for most B2C (Google's bread and butter) advertisers on search. And the advertisers NOT seeing positive ROI likely have poorly designed sites - hence Google upcoming mobile friendly deadline. Where the mobile clicks are producing less positive ROI is on the Google display network and essentially ALL ad networks. Guess what? Display ads on all devices are much less profitable from a traditional ROI model. But Google's future is mobile they can't stand pat (and won't). BIG changes coming - PM me for friendly wagers if you don't belive me.

I think the underlying thought process is that as it currently stands, google sends quite a bit of traffic to non-mobile friendly sites. These bring down the overall rpm since advertisers won't pay for those views. They convert badly for advertisers.

Now, once google stops those traffic completely, they can convince advertisers to pay more for those traffic with better mobile friendly ad placements.

+1, I think this is correct.

However I think they need to go further and stop ads greater than 320px wide / 100 px high being shown on mobiles - it is very dificult to avoid accidental clicks on ads that are 300*250 or bigger on a small phone and these will continue to stop advertisers paying too much for them.

So when is the day that Adsense will only be allowed on mobile friendly sites coming?

21 of April

[googlewebmastercentral.blogspot.com...]

[googlewebmastercentral.blogspot.com...]

No, those are about about search results. I'm asking if the day is coming that only mobile friendly/responsive sites will be allowed to run Adsense. As far as I know, you can have a unresponsive site and still run Adsense.

Why do you have the impression that that day will exist?
A lot of sites are not mobile friendly and might never be, so this is a foolish expectation.

It is not a foolish expectation. It is very much a day I can see coming. A lot of sites are not mobile friendly now, but I imagine most will be - or expected to be - in the future. I expect one day that only those sites will be allowed to run Adsense.

Mentat, adsense go to a lot of effort to prevent accidental and fraudulent clicks so it is quite reasonable they would take steps to reduce these
But they are almost inevitable on non-responsive sites
So it is neither far fetched or foolish to suggest they could enforce the use of only small or responsive ads on mobile pages, and certainly quite plausible that this is part of the mobile update, or at least an intended consequence of imposing the update.
their business model relies on confidence in their ad system as much as it depends on confidence in the search results. Probably more.

So when is the day that Adsense will only be allowed on mobile friendly sites coming?

Probably the same time they decide to require advertisers to use a mobile friendly landing page in their ads.

Not a foolish expectation at all ember. If G want push mobile ads for their own profits then nothing, absolutely nothing, can be ignored.

The point i would make is this, in some geographic areas mobiles are almost total absolute kong but in other geographic areas the tablet and pc still remain supreme. This also applies not only geographically but also to different market sectors.

I have a low expectation of Gs capabiities for recignising these huge differences. If G can recognise them then justice will be done but if they cannot then undiscreminate mayhem will be the result.