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Adsense CPM's for Mobile half of Desktop?

mobile browser ads worth less than desktop by how much?

         

thedonald123

8:30 pm on Feb 12, 2015 (gmt 0)

10+ Year Member



I'm wondering what others here are seeing for ads displayed to visitors using a mobile browser. (I'm not talking about Apps)

My mobile CPM's have been falling for a year or two now. Lately it's gotten to the point where mobile CPM's (Ad request RPM) are half of what I'm getting for Desktop.
My CTR are about the same, actually a bit higher in Mobile than Desktop.
I switched to a responsive layout in the summer and that actually had a negative effect on Mobile CPM's.

Is this what you are are seeing as well? (use the Platform report)

I'm using Ad Exchange, but I'm interested in data from Adsense as well.
Thanks!

RedBar

8:57 pm on Feb 12, 2015 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



For 2015 so far my desktop and tablet EPCs are identical and mobiles at 83.33%.

CTRs for both tablet and mobiles are higher with ecpms (rpm):

Tablet 166.8%
Mobile 117.3%

woody midrib

9:39 pm on Feb 12, 2015 (gmt 0)

10+ Year Member



For me, mobile CPM is also about 50% of desktop. But it's been like that for over a year. Mobile CTR is about 67% of desktop, mobile EPC is about 73% of desktop.

The only long-term trend I can see is that EPC is down and CTR is up across the board. CPM is down slighty, mainly because I get more and more mobile traffic. It was about 53:47 for mobile one year ago, now it's 67:33.

I've always used a responsive layout. All these numbers exclude tablet traffic.

avalon37

9:53 pm on Feb 12, 2015 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



For me mobile RPM is 1/3 of desktop. And the RPM YTD is down significantly compared to the same time period last year. Bad trend for publishers and Google.

thedonald123

10:38 pm on Feb 12, 2015 (gmt 0)

10+ Year Member



Just as an example for how drastic the drop has been.

In March 2014, less than a year ago, my Mobile CPM was a drop higher than my Desktop CPM.

Bad trend for publishers and Google

It's surprising that GOOG stock has managed to tread water this past year considering that the future is mobile. Maybe search ads are doing decent.

But the questions is what to do as a publisher? I'm seeing more and more Interstitials on mobile on "Brand" websites. I stopped using them years ago and considered it suicide since Panda because it's such a lousy user experience, but maybe Mobile is different?

netmeg

11:48 pm on Feb 12, 2015 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



An interstitial on mobile?

<shudder>

thedonald123

3:21 pm on Feb 16, 2015 (gmt 0)

10+ Year Member



What about Anchor ads?
Adsense ads that are fixed to the bottom of the screen, anyone having success with them?

netmeg

4:30 pm on Feb 16, 2015 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



AdSense hasn't rolled that program out to everyone yet, as far as I know.

However I do have some show up for media.net. I'm not sure if they give me stats on those. One of these days I'll probably look.

thedonald123

5:18 pm on Feb 16, 2015 (gmt 0)

10+ Year Member



I was able to test Anchor ads in Ad Exchange back in November and CPM's were ridiculously low. I was actually getting paid more for a 300x250 rectangle in the middle of the page than an always in your face 300x50 fixed banner.

Why do you think Google is taking so long to roll it out? It seems like it should be a decent solution for mobile.

The account rep I'm working with says low mobile earnings is a trend he's hearing a lot about.

ken_b

5:40 pm on Feb 16, 2015 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



Anchor ads

Will publishers be able to block those things?
.

thedonald123

6:01 pm on Feb 16, 2015 (gmt 0)

10+ Year Member



For now you need special code just to run the anchor ad so it's difficult to imagine that Google will force publishers to run them.

Although other Ad Networks such as Tribal Fusion use the same ad tags to switch from a 300x250 on desktop to a 300x50 fixed footer on mobile and a 768x90 fixed footer on tablet. I wasn't even aware they were running it, although they did allow me to turn them off.
I'm pretty sure media.net does something simlar.

woody midrib

6:22 pm on Feb 16, 2015 (gmt 0)

10+ Year Member



I was actually getting paid more for a 300x250 rectangle in the middle of the page than an always in your face 300x50 fixed banner.


On mobile, I found the first 300x250 rectangle in the middle of a page to be the best performing ad unit in general. Only medium and large rectangles above the fold perform better but they seem to violate the AdSense TOS. I'd be really interested to see how anchor ads perform for me, though.

netmeg

1:37 pm on Feb 17, 2015 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



Why do you think Google is taking so long to roll it out? It seems like it should be a decent solution for mobile.


Maybe they aren't performing as expected. I'm not overly thrilled when I encounter them myself.