Removing Ads On Website Improved Its Ad Earnings?!

Removing Ads On Website Improved Its Ad Earnings?!

Why Removing Ads On Website Improved Its Ad Earnings?!

It seems crazy, right? The idea that your website would actually earn more revenue from showing fewer ads. What if I told you that this would also result in lower RPMs and CPMs BUT higher overall ad earnings. Absurd? Maybe not.

This is the concept John Cole and myself recently explored at Google in New York during Pubtelligence, a Google-hosted event designed just for digital publishers.  We took a deep dive into the economics of digital publishing and discovered two things that influenced website ad revenue more than ALMOST ANY OTHER FACTORs.
These factors were visitor engagement and visitor behavior.

We learned that these can both be manipulated and influenced to produce greater ad revenue and better user experiences; however, many publishers may be approaching these subjects in the opposite way that they should be.

Below, I’ll highlight how to improve visitor engagement to increase the value of ads on website spaces. I’ll also show you how to influence visitor behavior to enhance overall session earnings for every individual visitor.

Publishers need to please a lot of parties with online ads

The advertising ecosystem has never been filled with a more difficult group of parties to please. That includes platforms — like Google and Facebook — advertisers, and visitors.

online ads
Platforms are ever increasing their rules and policy regulations for publishers and advertisers alike. Just recently we learned of new “ad experience” reports and guidelines from Google that publishers will be forced to adhere to (otherwise their ads will be blocked by Chrome).

Advertisers are leveraging new technology and sophisticated data to divide and segment visitors to improve the way they buy publisher inventory; forcing publishers to account for things like viewability and other metrics.

Finally, visitors expect more from their web experience than ever before. They expect cross-device synchronicity and are expecting richer mobile experiences. Adapting to these trends has become no easy feat.

make money website
With all this in mind, publishers must still find ways to profit and grow. Yet, these increasing demands of the ecosystem are making it more difficult than it had been in the past. Publishers need more data and better direction to capitalize and to avoid leaving revenue on the table.

Publishers are “over-monetizing” and it’s costing them money

What we’ve learned is that this process of pleasing multiple parties and trying to turn a profit over time can lead to “over monetization”.
This essentially just means that there are too many competing elements on the page that ultimately cannibalize the visitor’s attention; which works against publishers in two ways.

less revenue on website can equal more revenue
First, it could potentially end their session early; costing you pageviews and revenue.

Second, visitor attention is what advertisers are buying when they bid on your ad space programmatically. Since they are bidding on auctions inside of exchanges, they may not bid on certain ad space unless it is getting a certain level of attention (click-through-rate, viewability, campaign performance).

Improperly accounting for both of these factors means that you could see shorter sessions and less competition among advertisers bidding on your ad space in programmatic exchanges.

ads for your website
If your website is loaded up with… native ads, display ads, social media widgets, video media, video ads, comment sections, and other competing variables you may not know when is too much for your visitors.

Below, I’ll give you an example of how over-monetization of web pages takes place.

Understanding ads on websites and how advertisers bid for them

Most digital advertising that takes place on publisher pages happens programmatically. This occurs in large exchanges where advertisers bid for certain audiences they want.

ads for websites
the image on the left is the large dataset used inside of Google DFP’s real-time bidding protocol; where advertisers buy website ad space based on historical data

These bids are placed based on historical data. They look at specific locations on certain pages that perform according to rules that they have put forth to help them achieve campaign goals.

advertising on your website
In this example, I’m going to show how an advertiser will begin advertising on your website via a programmatic exchange.

This is an example of how publishers “optimizing” around CPMs and RPMs can find themselves quickly losing revenue if they don’t know how to measure things like EPMV (earnings per thousand visitors) or authentic user engagement.

The advertiser here is a jiu jitsu uniform company. They may be doing some form of retargeting via an advertising platform like Google AdWords.

My jiu jitsu website may be a place where these ads would potentially show; meaning that this advertiser would put Google ads on my website via Google AdSense or Google’s Ad Exchange.

put google ads on my website
Let’s say the advertiser has to sell their product for at least $100 to make a profit.

They may know that this 300×250 ad gets an average a 5% click-through-rate (CTR); which means it would need to generate 20 clicks to reach their campaign goal.

This means that — programmatically — the protocols inside of the auction will help them seek out ad space that will help them meet these goals through targeting and historical ad space data.

300x250 ad
Let’s pretend my website has a sidebar location that has a historical record of a 1% CTR. This is the perfect location for their 300×250 ad. They could bid up to a $50 CPM for this space and still achieve their campaign goal.

As a publisher, I may be taking a close look at my CPMs when trying to optimize my overall revenue.

As soon as I learn that I have a $50 CPM on my site, I may look to capitalize on this page. Perhaps this is a particularly high CPM for my website.

A common way that ad ops and webmasters will approach optimizing this information is to conduct an A/B test to learn about the financial impact of including other ads on the page.

optimize cpms
In this case, the publisher may elect to try another 300×250 in the same location to see if lightning can strike twice.

Since advertiser bids are based on historical data, it wouldn’t be unlikely for us to see that ad location also receive a $50 CPM. This would make the RPM (or eCPM) of this page nearly double from what it was before (but wait)!

make money from ads
This test seems like a success so it would make sense to make this addition permanent.

Unfortunately, ads have a strong impact on other ads — and a dramatic impact on visitor behavior. Over time, those ads will dilute each other; meaning that 1% CTR that ad space had will likely degrade. This means that the historical bidding data will change and advertisers will have bids automatically adjusted to compensate.
In this case, for simplicity, we’ll say the ads split the CTR.

google ads for website
If these ads split the CTR, that would mean that the CPMs could now be cut in half (assuming the same advertiser and data from our simple example above) and the page RPM is now back to what it was before.

Yikes! This is why you often hear about publishers complaining of ad rates dropping when they are actually on the rise. The addition of more and more ads on a page means that ad rates may be declining on a particular publishers site.

online ad rates declining
However, ad rates — in general — are rising, its the publisher’s ad inventory (or ad space) that is being eroded.

This typically takes place over long periods of time, so this erosion of ad value over time is not always attributed to the addition of ads or technology from 6 months ago.

google adsense ad testing
Unfortunately, this means that publishers will often dig themselves an even deeper hole by returning the tool that may have brought them here in the first place (which is why A/B testing ads won’t work).
Returning to our example, testing a 3rd ad in this valuable location may be a method that is used to see if sagging revenues can be increased once again. Since the value of this space is determined by historical data, I am likely to get another high CPM.

decline in website ad earnings
Unfortunately, we know that if this change is made permanently that these ads will likely dilute each other even more; resulting in a decline in value of all three ads once again.

In this example, we simplify once again and suggest that the ads are equally diluted; resulting in even lower CPMs. This means we are now showing 3x as many ads we were before and making the exact same RPM!

website ads causing lower revenue
While this example is a simplification of how some of this works, this concept is precisely what happens on thousands of publisher pages every day. Changes relating to things like ad placement and ad density may not take effect until 3-6 months down the line.

But that’s not all, instead of showing 3x as many ads and making the same amount of total revenue. In this example, the publisher will likely lose revenue overall.

how website traffic influences ad revenue
Example of how bounce rate is affected by ad density on a single page
  • Ads also impact visitor behavior
  • We know that ad density alone can affect objective UX metrics
  • This image is the impact of ads on bounce rate for a single page of a single site on specific visitor segments

This means that even a simple 12.5% increase in bounce rate could cause a drop in the average pageviews per visit; resulting in less overall pageviews from each session.

make money with google ads
This decrease in avg. pageviews per visit can affect the overall amount of revenue earned from each session. This means — on average — visitors are visiting less pages when they start from our original landing page; resulting in fewer pageviews and fewer ad impressions.

This means that our revenue per session is actually going down! Revenue per session ( or EPMV — earnings per thousand visitors) is the best way to determine if you are actually earning more or less revenue over time.

In our example, the increased ad density actually caused a decrease in avg. pageviews per visit. This led to overall less session earnings than before.

This is what leads to over-monetization and it can be avoided by taking a long-term look at how ads and other technology impact visitor behavior and ad inventory value.

website ad revenue over time
This starts with understanding that ads affect other ads. This means that changes to the way you monetize your site can affect both the physical value of your ad space (the amount you earn per ad) and the visitor’s behavior (directly affecting the number of pageviews you can monetize with them per session) over time.

To understand the trends behind both of these things combines — accounting for seasonality and traffic variability — EPMV, or session revenue, is the best way to keep a true north.

landing page ad revenue
Understanding EPMV by landing page can help you ensure you’re not too focused on RPMs that you’re missing out on higher session revenue by understanding the effect of visitor behavior on revenue.
For example, as we saw above, a high landing page RPM can be good; unless that high RPM is negatively impacting pageviews to the point that is decreasing the amount of overall session revenue (i.e. visitors get annoyed and leave before reaching additional pages that can also be monetized).

The impact of engagement of website ads and their value

I deeply discussed a case study we did on actual page engagement and ad value here.

Basically, there is a direct correlation between the value of ad space to advertisers and actual visitor engagement — time spent engaged in content; NOT waiting for pages to loading, scrolling quickly, navigating in the menu, or browsing in another tab.

You can learn about actual visitor engagement time here.

make money websites
The reason for this makes total sense too. If a visitor is actually reading and engaging with a website’s content they are much more likely to view ads, click on them, and complete activities associated with the advertiser’s campaign (i.e. buy something from them).

Viewability, CTR, and campaign performance are exactly what advertisers are bidding on in programmatic auctions. By improving engagement, you are making your ad space more valuable in these auctions: driving up prices and competition for your inventory.

Tests that can help you earn more website revenue

Rather than optimizing for CPMs and RPMs, you need to be looking at EPMV and session revenue by landing page to ensure long-term website revenue growth.

If we return to our example from the beginning; of a page that was “over-monetized” — with too many ads, videos, widgets, and other technology — we can actually test our way out of this vicious cycle.

put google ads on my website
By testing elements on the page, we can learn if the technology or ads on the pages, are negatively impacting the overall revenue of visitors landing on those pages.

In this case, we are going to test that auto-play video that hovers as visitors scroll on desktop devices. That video may play an ad which helps us generate a higher RPM than we had without the video.
But, when we look at the ad’s impact on avg. pageviews per visit of visitors landing on the page, we see that they visit fewer pages overall than the visitors that don’t see the video.

This has a big impact on overall session revenue; meaning that the video is actually COSTING THEM MONEY AND ANNOYING USERS.

Visitors affect your ability to make money from ads in two ways

Website visitors affect publisher revenue in two ways.
1.) Visitor Engagement affects the value of website ad space
Visitor engagement directly impacts the value of publisher ad space to advertisers. If you can improve things like average engaged pageviews, you can increase the amount advertisers are willing to pay for your ad space.
2.) Visitor Behavior affects how much websites earn per visit
Visitor behavior (i.e. the number of avg. pageviews per visit, bounce rate, session duration) directly impacts the amount of revenue website earn per session (or per visit). Longer sessions with more engaged pageviews equals more revenue (as long as it is authentic, not faked)
visitors click on ads
Visitors actually impact most of what is important to website owners and digital publishers. Instead of focusing on all the parties to please, focus on pleasing the visitors first.
Visitors will positively impact all of your other key performance indicators.

visitor behavior
Unfortunately, visitor behavior isn’t a singular thing. It’s different from site to site, page by page, and segment by segment. That’s why it’s hard to project if you are earning a “good ad rate” currently or not.
I encourage all website owners to ensure they are doing something to segment and treat visitors differently. The research overwhelmingly says that treating visitors differently may be one of the most impactful things you can do for SEO, revenue, and visitor experience metrics.

Wrapping it all up

  • Many publishers are over-monetizing their sites — or at least overloading their users.
  • This cannot be seen by looking at RPMs or CPMs.
  • Optimizing for RPMs and CPMs leads many publishers down this path.
  • Understanding and running tests that account for how changes affect EPMV (or session revenue) will help prevent these risks.
  • Optimizing for EPMV is also the best way to ensure you keep revenue per visitor going up over time.

By Tyler Bishop

Tyler is an award-winning digital marketer, founder of Pubtelligence, CMO of Ezoic, SEO speaker, successful start-up founder, and well-known publishing industry personality.


  1. Most of what is written in the post is correct with one major exception. earnings per session is not linear, meaning earnings on page 2 are less than on page 1 and earnings on page 3 are even lower. I would assume by about 30 percent each.
    So it may make sense to monetize a lot on page one..and to have the video on page one. 10 page views per visit are about 3 to 4 times the revenue of 1 page views per visit. That needs to be put in the eauation

  2. Thomas, this actually isn’t true. It may be for certain properties that you manage, but from our many many studies this is a false assumption. There will be a new blog later today that highlights how visitor behavior actually plays a larger role in this than anything else.
    If you do a lot of slideshows (ala old school Buzzfeed articles) it is common to see this; as page engagement will go down with each subsequent pageview; thus the lower value. It’s really the value and engagement of the pageview that makes the difference, not the order in which it is registered.

  3. Hi Tyler. Am big fan of your normally very detailed posts relating to Adsense like this one and SEO in general. I have a question relating to adsense that I have searched and not found any satisfactory response. Since I started using Adsense six months ago, my performance reports(shown in adsense home) has never been used to calculate my earnings. It doesn’t look like this is because of any invalid activity since all those statistics make sense to me based on the organic searches I get. Moreover, this has been happening daily and these statistics get recorded. For instance, according to perfomance reports card, daily I receive around 5000-6000 pageviews, 9000-11000 ad impressions and around 2% CTR or 100-150 clicks. Yet daily earnings rarely surpass or reach a dollar. The CPC is stuck at 0.03, my niche is programming and I receive around 1000 organic searches daily according to Google Analytics with each user viewing at least 2 pages. I have around 3 or 4 ads per page and they display correctly according to different browsers. So yesterday I realized that Adsense uses mysterious figures in the Ad Units Card in Adsense homepage which massively seem to under-report my statistics. For instance it shows me that I get around 4 or 5 clicks per day and shows me less than half the ad impressions. Yet this has been going on for six months. My question, is which statistics normally get used for calculating earnings and which should I believe. Or could something be going wrong in my account.
    Thanks in advance.

  4. Hey Clemy, thanks for the details in your question. I think I follow your calculations. Are you receiving impressions on all of your pages? Is it possible some pages have issues that are causing ads not to display?
    I’m not sure why AdSense is reporting two different measurements for you. The first set of stats seem to line-up, the second set, not as much. Google’s AdSense forum may be a better place for this question… or /r/adsense; as there may be other AdSense users with a quicker answer.

  5. To be sincere I decided to give this a shot and the outcome amazed me. This is absolutely correct. I actually reduced my ads from 8 to 4 on each post page and my daily revenue has increased.

  6. I removed all the scripts and all that involved, but ezoic still works on the blog. Is there a way to find it thoroughly? Thank you for your support.

  7. Hey Susan, I’m not sure I 100% understand the question. What is it that you’re trying to figure out.

  8. Your blog is monetized though with any ads? do you use some other form of income stream or do you sell services I kinda thought the idea was to make money from google adsense was an easy one now that I researched enough not that easy at all and not many people are lucky and obviously the earnings are peanuts compared to the effort you put in my blog isn’t as good as yours just a beginner but what else would you suggest that will earn good money from blogs if monetization doesn’t cut it will appreciate an iput

  9. If when you generate reports numbers don’t much when you set some criteria that shouldn’t affect, check if you have enabled autoads, because you need to sum that statistics that you have to access directly from the auto ads section.

  10. This was really good to read and very timely for me. I just switched over to Mediavine and am slightly disappointed with my earnings. My blog is littered with ads all over the place and they still haven’t outperformed Ezoic. Not even close.
    I’ll be switching back soon I think.
    Thanx for this!!

  11. Hello
    Great tips thanks. Ok now tell me if i am wrong or maybe right,i mean did i understand you good. If i have example only one ad on page, example responsive then click be higher ,right? Because if i have 3 or more ads then click is very low.Is that true?

  12. The answer is … maybe. It depends. Every site, every page, and every visitor is different. There is a thousand answers to your question. here will never just be one.

  13. you assumed all of that because you put ads in the same place, so it will split clicks
    but what if i put it in another place in the page will this also decrease revenue ??

  14. All ads impact each other regardless of location. Additionally, they all potentially impact visitors in some way as well. Both of those are different on every site for every visitor. So, the answer to your question is that “it depends”.

  15. Everything Tyler says is true. Do what he says the way he says it and not how you think it should be and your earnings will improve significantly. Its seems too good to be true. Tyler this is a million dollar post. Priceless on any day!

  16. This is absolutely correct because I tested it myself and my ad revenue has improved recently. I reduced my ad balance from 100% to 50% and also removed some unnecessary ad units. The results have been interesting.

  17. This is one of the best thread i have read in recent time, Honesty i tried this on my platform and the result was positive.I reduced from 10-5 ads per page.

  18. I think I’ll just need to believe your assumption and claim. Because, my earnings was higher when I had few ads on my site than now that I have more ads within my contents.

    All I think I need to do now is to hear to my site and reduce number of ads within my content page and see if there would be a change and increase on my earnings.

    Thanks for this wonderful writeup, I just hope it will solve my earning mystery.

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