If you use PPC to monetize your website, it pretty difficult to do it in current time with Covid-19 issues that is surrounding all businesses. And as many business are closing, cutting costs and struggle to survive, the marketing aspect will probably be among the first things business will cut down. Less PPC campaigns means less competition, resulting in a low revenue per thousand (RPM) generated from adverts on a website.
In the pool of reasons how an RPM could be affected, currently the biggest factor affecting ad rates is the coronavirus. But if there was not a Covid-19 problem there are still some factors that can influence the RPM.
Web user location
Actual location of your web traffic is among the biggest factors to affect the RPM you achieve. This is because there are lots of factors which help advertisers decide how likely web users are to convert for a PPC campaign and one of these is the location.
Big chunk of PPC campaigns come from the United States, followed by the likes of other english speaking countries. This usually means the highest RPMs will be achieved with these places.
The value of advertisers to target customers from the places like India and other similar countries, where generally people earn less per capita than US, UK or EU, is less because of this. This means, they are less likely to target such countries, reducing the RPM publishers achieve for such websites. Difference between the RPM number can be almost 60% less in India than US.
For PPC, Ad location is everything. This is why you see the likes of Google and Ad partners use machine learning to determine what placeholders work best. Placing ads in the wrong locations can reduce the RPM by great amount, so it’s best to let Google or alternatives use their AI to determine this for you.
Website Load Speed
The speed of a website loading plays a big part in the RPM a publisher achieves. The longer it take for the website to load, the lower the RPM you achieve. This links to the user experience, where a faster loading website also has a lower bounce rate and a longer time spent on the website.