AdSense CPM Rates in UK: 2021 Edition

AdSense CPM Rates in UK
AdSense CPM Rates in UK

It’s been some time I have been using Google AdSense. While answering Quora questions, I often see a lot of people and wanna bloggers asking for AdSense CPM rates in India and there is not much insightful article on this topic which shows a segmented view of the page CPM. So I thought of pulling some of the stats and share with you guys so that you have some idea of the potential revenue that can come from Indian traffic. Here is a segmented overview of Google AdSense CPM rates. Also, do not forget to check out the quick tips at the end of this article on how you can boost your overall AdSense earnings with slight modifications. 

AdSense CPM or CPC Rates in the UK: Ad Sizes

Here is

AdSense Ad Size Rates: UK
AdSense Ad Size Rates: UK

Our Learnings: Although display auto ads have the highest viewability the CPM is lowest mainly because of the lower click-through rate. So, if you’ve auto ads enabled, you definitely need to check the CPMs it is generating. Display, native, and in-article have almost similar CPMs and can be interchanged. So, we see an average CPM of 20 cents for Indian traffic. However, it can be around 50 cents for a technology niche and even more for niche traffic websites where it can cross $1 mark. 

AdSense CPM or CPC Rates in the UK: Ad Format Types

The CPC and CPM rates that you’re going to see here are for Indian traffic and the niche of the blog is educational. The common ad formats along with the CPM rates are included here.

  • Display: $0.20
  • Link units: $0.18
  • Native: $0.22
  • Matched Content: $0.10
  • In-Article: $0.17
  • Auto Ads (in-page): $0.10 
  • Auto Ads (display): $0.04
AdSense Ad Format Rates: UK
AdSense Ad Format Rates: UK

Learnings: Although display auto ads have the highest viewability the CPM is lowest mainly because of the lower click-through rate. So, if you’ve auto ads enabled, you definitely need to check the CPMs it is generating. Display, native, and in-article have almost similar CPMs and can be interchanged. So, we see an average CPM of 20 cents for Indian traffic. However, it can be around 50 cents for a technology niche and even more for niche traffic websites where it can cross $1 mark. 

AdSense CPM or CPC Rates in the UK: Device Types

Metrics like CPM, CPC, CTR do vary base on the device type. Some campaigns work better on desktop while some works on mobile and thus the advertiser demand varies. Thus the CPCs can fluctuate a bit, and also the mobile CTR is different than desktop CTR. So I thought of sharing with you the page RPM report based on device types. In most of the websites, the desktop page CPM for AdSense will be higher when compared with mobile. 

AdSense Device Type Rates: UK
AdSense Device Type Rates: UK

AdSense CPM or CPC Rates in the UK: Targeting Types

Google offers two major targeting types for advertisers- contextual and personalized. Contextual targeting is relevant to understand the intent of the audience and show relevant ads. While personalized targeting takes into account the websites visited by the users, interactions, and a host of other factors. Usually, the CPM rates for personalized targeting is higher in comparison to contextual targeting due to better ROAS. Here you can take a look at AdSense CPM rates filtered by targeting type. 

AdSense Ad Targeting Rates: UK
AdSense Ad Targeting Rates: UK

Learning: If you’ve higher impressions served on RON targeting type, it means that advertisers are not been able to target your site and you should consider incorporating keywords on your articles. ‘RON’ means run on network and these types of ads have the lowest CPC rates and CPM bids.

AdSense CPM or CPC Rates in the UK: Bid Types

Understanding AdSense rates based on bid types are important because it gives you a better understanding of which ad types are showing on your website. Google shows ads from AdWords and DBM on publisher websites. While AdWords works on a cost per click model, DBM works on a cost per mile model. So, if you have a good percentage of CPM bids, you should consider using ad sizes like 970×300, 300×600, 336×280 since these ad sizes have the highest CPM.

AdSense Bid Types Rates: UK
AdSense Bid Types Rates: UK

Learning: A thumb rule is, usually for CPM ads the bigger the ad size, the more number of ad sizes it can accommodate thereby increasing the overall competition and auction pressure. A 970×300 ad size can accommodate 900×90, 900×120, 970×250, 336×280 ad units and more. Thus, 970×300 is a better ad size when compared to 970×250 which cannot accommodate the 336×280 ad unit.  

AdSense CPM or CPC Rates in the UK: Creative Types

Honestly speaking, this is not very relevant, however, I think that you should just have an idea of what type of ad creatives are served on your website and the revenue they are generating. Usually, it used to be text and image-based ads in the early days, however, we see a lot of HTML5 ads now and the majority of revenue is generated by them. 

AdSense Creative Type Rates: UK
AdSense Creative Type Rates: UK

Learning: Most of the ads have the same viewability. However, a closer look shows native ads to have a viewability of almost 20% more than what the other ads are doing. Ad viewability is a crucial metric and lets you retain your CPMs in the long run. 

Quick Ways to Increase AdSense CPC or Page RPM

Your ad setup should be tweaked depending on the percentage of your desktop: mobile traffic split. 

If the Majority of Traffic is from Mobile: 90%

  • A 300×250 display ad unit at the beginning of the content
  • A 300×250 ad unit after the third paragraph of the content
  • A 300×250 ad unit in the middle of the content
  • A 300×250 ad unit just above the last paragraph of the content

Recommended plugin for WordPress: Quick AdSense

If you’ve some Desktop Traffic: Desktop 40% and Mobile 60%

Use a 600×300 or 700×300 display ad unit for desktop and 300×250 ad unit for mobile on the positions mentioned above. You can implement the same using Quick AdSense plugin and the ad sizes can be controlled by the use of media query.

Alternatively, you can create separate ad units of the following sizes and serve them via Advanced ads WordPress plugin. In addition, use a 300×600 sidebar ad unit. 

Note: I recommend not using a 728×90 top bar ad unit. 

Final Words: Focus on Keywords and CTR

The key things to keep in mind when increasing your ad revenue from Google AdSense are ad viewability, click-through-rate, and CPC rates. Choosing a niche can help you with high paying keywords and then optimizing your ad placement for better CTR can give you higher revenue. Hope this topic was helpful! Do like our Facebook page so that we stay connected. 

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