10 Reasons why your Google Adsense earnings is going down

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There are many reasons why your Google Adsense earnings are going down. I will list some of the reasons why your earnings have gone down.

Invalid Activity

Drop in RPM or CTR

Ad Blindness

Crawling Problems

Increased Mobile Traffic

Declining CPC

Traffic Sources

Ad Placement Changes

A Decrease in Traffic ( Search rank has dropped)

Accidental Clicks

Invalid Activity

Google monitors and analyses every click which happens on your site. Clicks which are malicious can lower your earnings. For example, if you looked at your earnings in the morning and later on in the day you notice a drop in revenue, impressions or clicks, it is highly likely to have been caused by invalid activity. 

All invalid activity is refunded back to the advertiser.

In our case, we realised low earning when we moved to Cloudflare without setting the mod_cloudflare PHP addon

Drop in RPM or CTR

RPM (page revenue per thousand impressions) allows users to estimate earnings based on the number of page views received.

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If the price of a keyword drops and your highest paying ad displays were based on that keyword, your earnings and RPM will drop.

A traffic drop would be the first signal to assess. If there has been a significant drop in traffic, earnings will plummet as well, but not necessarily the RPM. In the case of an RPM change, ask yourself the following questions:

Are your website traffic levels the same?Is a particular page on your website receiving less traffic than before?

With both CTR and RPM, the content of specific pages will cause different ads to be displayed and can affect your earnings.
Let’s say your website has 2 pages. One page receives high amounts of traffic and typically displays higher-paying ads. The other receives only small amounts of traffic, and the ads are typically low-paying. If the page with the higher-paying ads suddenly sees a decline in traffic while the page with the lower-paying ads sees an increase, your earnings will suffer as a result. Despite this, your traffic will still remain the same. You can measure your page level earnings by integrating AdSense with Analytics.

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Ad Blindness

According to research (market research), CTR gradually falls over time as site visitors starts ignoring ads being displayed on your website. This process is called ad blindness.

Following strategies to optimize banner ad revenue is a must.

Here are simple tricks to deal with ad blindness:

Change the color of your ads.

Change ad type.

Rotate your ads.

Resize your ads.

Crawling Problems

Google Adsense has a bot which crawls your website. If Google can’t crawl your page, the ads displayed are irrelevant. Check your robot.txt if the file is giving access to Google Adsense crawler.Read more here

Increased Mobile Traffic


If your site is not optimized for mobile and there has been a huge spike in mobile traffic, this can affect your earnings. Please use a website theme which is mobile ready and AMP ready for the best ad performance.



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