I got an email query from one of my readers asking What is Page RPM for my AdSense account and this blog. As I mentioned some time ago, I had removed private ads from my blogs (I even removed the Advertise page) and started putting a couple more AdSense units since January this year.
Since AdSense was never my preferred income source on my blogs, I wasn’t quite interested in monitoring my AdSense reports so far. And I didn’t quite know when it started showing Page RPM (Revenue Per Thousand Impressions) instead of eCPM. A quick look at the monthly report revealed my Google AdSense Page RPM numbers (as shown in the picture below).
As you can see, I run AdSense on three blogs including a niche blog. The Page RPM values for me vary from 3 to 5 at the moment and I know that it’s probably not the best numbers. However, let us go ahead find out what is Page RPM and verify the numbers as per the formula that Google has put together.
All about AdSense RPM
As per the AdSense help pages Page RPM (Revenue Per Thousand Impressions) can be defined as follows:
Page RPM = (Estimated earnings / Number of page views) * 1000
If you take a look at the picture above, you can verify this formula for the first blog where the Adsense RPM = ($ 161.81 / 50225 ) / 1000 = $3.22.
It is nothing but the estimated earnings per 1000 page views which was earlier known as eCPM.
Now, why did they change it from CPM to RPM? Because RPM talks about ‘Revenue’ per impressions as against ‘Cost’ per impressions. The term ‘Revenue’ makes more sense for AdSense publishers where as ‘Cost’ makes sense for AdWords advertisers of Google. In essence the formula representing both RPM and eCPM are the same except that if Google were to show eCPM for both publisher and advertiser accounts, the eCPM for advertisers will show a higher value. This is because the publishers get only 68% of what advertisers are charged
In short, I think Google has made things simpler and clearer by showing CPM for Advertisers and RPM for Publishers.
What is a good RPM?
This would be the next logical question. To be frank, I do not know the answer. For my niche blog the RPM is 5+ and I have heard people talking about an RPM of even $250 for extreme niche blogs which high Click-Through-Rate and high EPC. There are also people who get an RPM of less than 1. It purely depends on your niche and more importantly the value of keywords that you have on your page where ads are present. It also depends on which country your traffic comes from and a variety of other parameters that contributes to your AdSense success.
Quick Tip: If your blog niche is hot but your Page RPM is low, then consider writing next set of posts related to high paid keywords in that niche. Your AdSense earnings will be dramatically boosted.
I hope the concept behind PageRPM is clear now. Now, do you care to share your AdSense RPM numbers as comments here?