There are two metrics which directly influence your RPM:
1. Click-through rate (CTR)
This measures the number of clicks on an ad per thousand ad impressions. The more an advertiser’s ads are clicked, the more publishers get paid. In short, an increasing CTR translates to increased page revenue. A higher CTR also means the publisher is offering a high-quality placement for those kinds of ads, which would allow the publisher to get a higher price per click on the ad placement bid.
2. Cost per click (CPC)
This measures how much money an advertiser is willing to pay for a click on an ad placed on a publisher’s site. CPC varies based on the content of the ad, context, and the niche.
Publishers should ensure that they are keeping both CTR and CPC as high as possible since increasing these two metrics will drive the growth of their page RPM.
There are several strategies publishers can use to increase the effectiveness of their advertising real estate. Here are some of the best ways publishers can increase page RPM.