: Is eCPMs dropping by about 50% in January a usual behavior on Google AdSense? So I just got semi-serious about running some AdSense sites over the past 6 months and the eCPM's have hovered

@Shakeerah822

I am trying to justify this by thinking that somehow a lot of ad buyers buy inventory >for the year and have to get setup to do another big buy now that it's a new calendar >year but that thought isn't close to comforting.


How's your CTR and/or fill rate? If those are down that would suggest


Your mentioned scenario or something like it. They just had less relevant ads to show.
They changed how they optimize ads and the new method may be less efficient than predicted.


How are the rates now? If you sign up some of your inventory with another ad network you might be able to leverage the effects.

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@Eichhorn148

50% might be a bit too high, but I'd say there are several possible reason as to why the decline is occuring at this time. But the main reason is..

(*) Most people are still in holiday mode(family, less computers) so advertisers are not spending as much as they would on a regular day or blackfriday etc..

It's only the first week of Jan so, people are finishing up on their break and some are starting school, give them some time to get back. Check your data by the 15th and tell us how it is.

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