What is Ad RPM?

Ad RPM is simply meaning the ratio between Estimated earnings and total ad impression are multiplied by 1000. In calculation we see that

Ad RPM = (Estimated earnings / Ad impressions) * 1000

To increase and decrease Adsense earnings Ad RPM plays great role indeed, since the advertising bit types are different and many advertisers prefer cost-per-thousand impressions (CPM) rather than CPC or CPE types so you can see a gradual rise up or drop in Adsense earnings which are mainly affected by Ad RPM

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AdSense revenue down 433% after restarting ads on new site

There could be a few reasons but one could be that there were some higher paying advertisers that were placement targeting your site & by changing your URL you lost all of them until they find your new domain. Another is that even though you're using the same ad code since the ads are on a different site the bots aren't placing the same ads to the new domain that they were placing on the old.

Over time as the bots crawl your site more & advertisers find the new URL it may improve but it may take a while & it may not ever get back to where you were before the change. History means a lot IMO & by changing the URL the site history is gone so basically you're starting over from the beginning in some ways.

Since RPM is just a calculation from your earnings that are driven by the CPC when your CPC dropped drastically the RPM had to drop with it.

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Ho To Pick an Appropriate AdSense ad Format.

Go to Google Adsense and login your account. According to our previous description pick an appropriate adsense ad unit

Remember: The ad you want to show on homepage you must choose rich media(image and text ad) but for static page or post page choose only contextual or text ad slot to help robots performing better with your site content.

Ad Title - font-family: Some experts suggest Verdana as adsense ad title but my suggestion is to pick ad slot title font similar to your body font for letting better experience your adsense ads onto your content.

Ad Title - font-weight: Almost choose it bold or nothing

Ad Title - font-size: I recommend picking font size for ad title is 20px or higher but be remember you suggested font size should be lower than your post title font size of at least 5px. Which means if your post title font is 25px then choose adsense ad title font size 20px and keep the ratio similar for other suggestions.

Ad Title - font-color: I suggest you choosing font color light blue or in #00AEEF rather using bring blue color #0000FF which is more common and user can easily detect them as adsense ads. Also choose the hover color #0076A3 which is also a great suggested color from Mashable.

Ad description: The following suggestions are very common for adsense ad description. Here we set font family as Helvetica Neue which is a case sensitive and cross browser compatible font family. The font size is set to 13px which is an ideal size but decreasing the limit will make your readers difficult to read a short description about the product they'd likely to click. Also the color is a better suggested color or you can try it for complete black color #000000

font-family: "Helvetica Neue",Helvetica,Arial,sans-serif;

    font-size: 13px;

    color: #333333;

Ad url: Below is my ultimate suggestion for adsense ad url, here we set the similar font for ad title also we'd choose the same color but only change in font size. Here it is 11px that i think most of the users will recommend and your ads will perform better.

    font-family: "Helvetica Neue",Helvetica,Arial,sans-serif;

    font-size: 11px;

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AdSense CTR and CPC drop after transferring site under new account. WHY?

All the advertisers you had on your site previously aren't likely on your site now.

CPC is based on the price that the advertisers have bid to appear on your site, and now, your adsense code is different. It will probably take time for the advertisers to find it again.

CTR could be related to the ads, since what you have now may be different advertisers than what you had before.

A new account means no history. Even if the sites have history, they will originally appear new because the account is new. New ad code, new advertisers.

A little bit like a new car. You park it in the same driveway as the old one, but unless the insurance company knows it's your car, the insurance is still covering the old car.

The ads you used before were using a different publisher ID, so even if the ad space hasn't changed, the publisher ID that was serving certain ads, isn't any more.

It will take time.

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What is the best CTR and RPM for an AdSense.?

There is no "best" number for CPC and RPM, It can vary from publisher to publisher, and even site to site.

RPM is based on your estimated earnings and impressions, so that's going to vary based on those statistics, and those stats change all the time, so that means the RPM will change.

CTR should be reasonable though.

In other words, if you have 100 impressions, you don't also want to see 100, or even 25 clicks. 

You might expect to see anything between 3 and 5 clicks for 100 impressions. Too much more can be heading towards the high side for CTR, but again, depends on the site and visitors.

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How To Increase Ad CTR

CTR or Click through rate is calculated by clicks for impressions, views, queries in 100%. CTR is normally calculated and reported to Google webmaster tools also Google analytics when visitors are clicking on links from search engines results pages, social networking sites, or referring pages before entering a webpage.

Ad CTR is a bit different than "CTR" which reports clicks for Ad impressions in 100%. To increase Adsense earning this is more important to increase Ad CTR. Read the following article:

How to Improve Google Adsense CPC and CTR up to 75%: Methods

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