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Page RPM: What it Means and How to Boost It

April 12, 2021

We use many metrics and abbreviations when we talk about monetization strategies and measuring ad success. There’s so much information available that publishers often find it challenging to choose the right metrics to measure their growth.

That’s where Page RPM comes in.

Most other metrics are advertiser-based, but Page RPM is how publishers can monitor their growth and see how that growth translates into revenue.

In this article, we’re going to cover a few key topics, including:

  • What page RPM means and how it works
  • How to calculate your Page RPM
  • Tips to boost your Page RPM
  • How to get the best possible results

Let’s start by taking a quick look at what Page RPM is and why it’s such an important metric for publishers.

What is Page RPM?

Page RPM refers to the revenue generated per every thousand pageviews. The abbreviation itself stands for “Revenue per Mille,” which is the Latin word for thousand.

One of the ways publishers typically use the metric is to determine how much revenue their websites can generate. Additionally, Page RPM can help publishers refine their websites, optimize individual pages, and alter their ad strategies to be more effective.

How To Calculate Page RPM

Calculating your Page RPM is easy and uses a straightforward formula:

Page RPM = (Estimated earnings / Number of pageviews) x 1,000

Let’s use a simple example and say that your site currently generates around $30 from 3,000 pageviews. Using the formula, you’d determine your Page RPM like this:

($30 / 3,000) x 1,000 = $10

Now that you know how to calculate it, you might be wondering if your Page RPM is good or bad.

What Is a Good Page RPM?

“Good” Page RPM is relative, and there’s no way to give a definitive answer to that question. Even our team of experts here at Softonic can give you an “ideal” RPM. Whether it’s good or bad will depend on your site, niche, quality and quantity of your traffic, the audience’s location, and seasonal peak demand.Other metrics can also affect your Page RPM. For example, if your click-through rate (CTR) or cost per click (CPC) metrics go up, it can make your page more valuable. Resultantly, your Page RPM would rise as well.

Three Ways You Can Boost Your Page RPM

If you do a quick search for “how to improve my Page RPM,” you’ll end up with thousands of results offering the same standard tips:

  • Engage your audience
  • Improve your content
  • Diversify your revenue streams

You’re likely already aware of these tips and might be using some of the strategies already. Instead of listing the old clichés, we’re going to share a few of ours with you.

Ad Refreshing

Ad refreshing is a tactic that’ll help you increase the number of impressions served per pageview. It’s an ideal technique if your website tends to have a longer than average session duration.

For example, let’s say that your site gets about 100,000 pageviews per day and users spend an average of five minutes on a single page. By displaying a single ad, you’re only getting 100,000 impressions.

If you use ad refreshing to show a new advertisement every 60 seconds, you’ll get five impressions per user instead of just one. Keep in mind that your CPM may drop as a result. However, for websites that generate enough traffic, ad refreshing is one of the best ways to boost their impressions and Page RPM.

Ad Optimization

Optimizing your ads can be a time-consuming process, especially if you evaluate every individual page. Some things you’ll need to check include:

  • The layout of your pages.
  • Which pages have high user interactions or longer session durations.
  • Cross-platform compatibility.

You’ll also need to evaluate your ads. Not all creatives, formats, and placements will be popular with your visitors, so it’s vital to understand which ads work and which ones don’t. Other factors you might want to consider are:

  • Ad viewability
  • Optimized formats
  • Ad quantity
  • Relevance
  • Popularity in your niche

Optimizing your ads will help you get more impressions and likely improve your click-through rates. That, in turn, will boost your Page RPM.

Improve User Experience

Flooding users with ads won’t help you generate more revenue. In our experience, too many poorly designed and optimized ads can chase visitors away, negatively impacting your revenue generation as a result. Instead, focus on providing users with a great experience that’ll keep them on your website.

Some of the ways you can do that include:

Providing users with a great experience will lower your bounce rate and bring visitors back for more content in the future.

Getting the Best Results

If you’re a publisher, your focus is probably on creating the best possible content rather than spending hours optimizing your ad campaigns. While some ad exchanges and platforms can offer guides or suggestions, it’s still a challenging and time-intensive process.

If possible, try to partner with a monetization platform. In our experience, choosing a strong partner with extensive experience and a turnkey solution can give excellent results. That way, you can focus on attracting visitors instead of spending hours figuring out the best placement for an ad.

Conclusion

Page RPM is a critical and helpful metric that can help publishers predict their revenue and make their ad inventory more appealing to potential bidders. It’s also an excellent way to measure the performance of your website and various ads.

Optimizing your site and your ads should help boost your Page RPM, and ad refreshing can increase your number of impressions. However, it’s not the easiest metric to raise. If you want to get the best possible results, try to partner with a monetization platform to help you manage the process and get accurate revenue predictions.

is a Senior Business Analyst focusing on Pricing & Yield at Softonic. As a Senior Business Analyst, Filipe is responsible for maximizing the revenue yielded from the traffic generated by all our properties, including Rev·Amp, Softonic’s new publisher monetization platform. Within Rev·Amp Filipe oversees the pricing strategy, as well as being on the constant lookout for opportunities to improve monetization capabilities.
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