Opting Out of CPM Ads WAS Good

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Opting Out of CPM Ads WAS Good

What Happened?

Sally Stitts

11:33 pm on Dec 11, 2017 (gmt 0)

Old timers may remember some years back, when Google offered the option to "Opt Out" of all CPM ads.
It was great.
But, now I am seeing 1 penny earnings for 1,000s of impressions. Free advertising for the Ad Words folks.
I am against this. I don't want to do this. I never wanted to do this.

So, through the miracle a nebulous Google interface, I NOW get all the CPM ads in the universe. WHY, and WHEN, did my "Opt Out" go bad?

Did the AI tell Google that they MUST jam all the CPM ads down our throats, or suffer a significant loss of revenue?
Did they consider the backlash of publishers who REALLY don't want to give their real estate away for free?
And what they may do to counteract the situation? Loss of publisher control, unannounced revocation of previous policies, creating bad will, all publishers are just fodder for the machine, etc.?
I wonder.
.

NickMNS

11:36 pm on Dec 11, 2017 (gmt 0)

Use the ad-balancer. It will eliminate all the low paying ads.

Sally Stitts

11:41 pm on Dec 11, 2017 (gmt 0)

I do. Aggressively.
There is NO WAY that CPM ads are ignored. What, no appropriate CPC ad? Jam a CPM ad in there.
YOU explain to me how 1,000 impressions are worth 1 cent, with ZERO clicks?

Ever notice that the over 3,000 third-party ads (Google Certified Ad Networks) are little used, since this is what they all do?
I recently checked them out again. What a farce! Just blindfold yourself, open the door, and say, "C'mon in." NO.
.

NickMNS

2:43 am on Dec 12, 2017 (gmt 0)

Whether using CPM or CPC ads, all ads appear as a result of winning an auction for the available space. CPC and CPM bids are compared on an RPM basis, so you should in theory, and over the long run, receive the same payout whether CPM or CPC. In the short run it may appear that CPM underperforms CPC because you are getting paid in bursts. But in the long run you should be indifferent. Now, it is true that you could be getting clicks at rate that is greater than the expected click through rate, and this cannot happen for CPM ad. But the impact from such luck should not last. If it does (it wouldn't be luck), then this would signal a problem from AdSense's perspective and could land you in trouble for invalid click activity.

Have you checked to see what percentage of your impressions are in fact CPM impressions? And then what % of earnings are from CPM impressions?

Last month roughly 20% of my impressions were CPM impressions and 22% of my revenues came from CPM. This shows that in my case that CPM earnings out perform CPC earnings by a very small margin.