In October 2005, I earned around £175 from Google Adsense advertising on this site. In February 2010, I only earned £12.
It used to be that I could cover this site’s hosting costs for a year from a single month of Adsense advertising – thus any extra cash was profit for me – but now the amount I’m earning per month is actually less than the cost per month to host the site. This is, in part, due to an increase in costs – especially as I have now moved to a new host – but also a decline in the number of page impressions and clicks.
I had around 78,000 page impressions in October 2005, which resulted in almost 2000 clicks on adverts. As for February 2010, I was down to a little over 20,000 page impressions but only around 100 clicks. As a ratio, the page impression to click ratio has therefore significantly decreased, but also less people as a whole are visiting the site.
This might have something to do with a lack of content. Although I have made an effort to try and post something every day since the site came back up on the new host last week, it doesn’t help that I’ve usually only managed 5 posts per month of late. Compare to the 36 posts in October 2005 – more than 1 per day. Less new content means less visitors, which means fewer page impressions and fewer potential clicks. Hopefully if I can carry on blogging more frequently and write about things that are interesting, more people will visit more often and the number of clicks will go up.
But this does not explain why the page impressions to click ratio has changed. Perhaps more people are using ad-blocking software. Or people are more able to mentally block out the adverts. Or it may be that the adverts that are displayed by Google just aren’t interesting enough. I don’t have answers for these, unfortunately.
I’m not going to increase the amount or visibility of the adverts on the site – right now I think the balance between content and advertising is good and to add any more would distract from the content (which is the reason why people visit your web page after all). But I am going to try to post more often. I may also considering feed advertising but I’m worried that will alienate people.
Your thoughts are, as always, welcome in the comments.