If you have a sharp drop in PPC in AdSense, there may be various reasons for this. I will not consider seasonal search queries, which were quite naturally expensive during a certain period, and at the end of the event ceased to be interesting for advertisers. I think that a webmaster who has a website targeted at a certain event or a seasonal boom understands the reason for the drop in the price per click for advertising in Google AdSense in 2020.
No one specialist will give you a direct answer to the reason for the drop in the cost of clicks on your site without analyzing it. But it is safe to say that the “steeper” the drop in CPC and your income in General – the easier it is to find the cause of this problem.Reyus Mammadli, SEO specialist
Below I will give the main reasons that affect the cost per click in contextual advertising from AdSense, and you can check how this applies to your website.
Authority of Your Website
Do you have a website about medicine or cars, and before you had solid clicks, but now they have fallen by 2 or more times? One of the reasons why CPC suddenly dropped on your site is the credibility of your site. The fact is that in almost every niche where expert opinion is required, monster sites have appeared that have provided a platform for reviews and articles for specialists in this field. More and more advertisers who are willing to pay good money for a click on their ads prefer such sites.
Full-time contextual advertising specialists already have their own database of “trusted” sites that are selected as priority sites for displaying their ads.
The Traffic of Your Website
Yes, Yes, I’m not kidding. Two websites in the same niche with a similar semantic core can have a significant difference in cost per click. For example, if one blog on children’s health has 25K per month, and another has 300K+, then earnings will not be proportional to attendance. A more visited website, in most cases, will have higher bids from advertisers. I agree with you that this item is related to the previous one. But, nevertheless, it is correct to designate it as a separate reason for an unexpected drop (or increase) in the cost of PPC advertising in Google.
Deleting (by Mistake) the Advertiser who Paid More
Also, the reason for a significant drop in the cost per click may be an attempt to “clear” impressions on the site from “cheap” clicks. You can, without knowing it, forbid the display of a rich and generous advertiser, by mistake classifying it as cheap. Since Google does not show how much an individual advertiser pays per click, the webmaster is forced to try to remove unwanted ads based on his experience. And we are not immune from mistakes.
Advertiser’s Mistake In Determining the Audience and Niche
Yes, this also happens. The advertiser can choose your site or the subject in which you work to advertise a product that does not belong to this area. For example, on a site about personal hygiene products, advertise a window cleaner. Such advertising may cost little, and if there is no competition for a place, you will have cheap and rare clicks, and your revenue will decrease. It is better to ban such an advertiser at the account level.
Automated ads from Google AdSense are much better than they were when they first appeared. But there are topics where the audience, in General, prefers not display or native advertising, but, say, blocks of links (the same webmasters). Therefore, replacing (even partially) ad blocks with automated ads can lead to a drop in the cost of clicks on your website. This problem is not difficult to solve – experiment with your ad blocks.
The Ad Language is Different from the Website Language
Have you seen ads in Japanese or Russian on your English-language website? I had that. Users do not have confidence in such advertising. And even if the advertising language is clear to the visitor, it is not for this advertising that he entered the English-language site to go from there to a site with a different language. This also occurs here and manual cleaning of ads should help.
When Should We React And Take Action?
Ad campaigns in the AdSense system are constantly starting and ending. Therefore, we are used to the fact that the cost per click number of clicks is a floating value. Therefore, do not panic if your PC and PPC are down for 1-3 days. However, if the traffic has not changed, and the situation with the price per click does not improve for about a week, then this is a reason to start acting.