AdSense CPM Rates in Nigeria: 2021 Edition

Google AdSense

I have used Google AdSense for a while now and I have been seeing an influx of questions of Quora from a lot of people and wanna be bloggers, who questions about the CPM rates in Nigeria. I have also seen that there is not a lot of insight provided on this topic, and does not provide a segmented view of the page CPM. Owing to the ambiguity around the topic, I have pulled out my stats and would share them with you in this article so that you can have a rough idea about the potential revenue that you can generate from Nigerian traffic. The article will provide you with a segmented overview of Google AdSense CPM rates. You must be looking at the simple tips given at the end of the article, which would help elevate your AdSense earnings just with simple and little changes.

AdSense CPM or CPC Rates in Nigeria: Ad Format Types

You will see the CPC and CPM rates from Nigerian traffic for an educational blog. We have included the most common ad formats with their CPM rates.

  • Display: $0.19
  • 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 CPM Rates by Ad Formats
AdSense CPM Rates by Ad Formats

Despite display ads having the highest viewability, they have low CPM because of the low CTR.  Keep a check on the CPMs which are being generated if auto ads are enabled. Some ad formats like display, native and in-article have very similar CPMs, so much so, that they can be interchanged. The average for Nigerian traffic is around 15 cents but it can increase or get reduced based on the niche. Some niches like technology and finance are very high paying and they easily cross the $1 mark.

AdSense CPM or CPC Rates in Nigeria: Device Types

Your rates for CPM, CPC, CTR and such largely vary according to device types. While some campaigns are great for desktop, some are better suited for mobile and in accordance with that, the demand from advertisers vary. This also leads to fluctuations in CPC and clearly, the CTR for mobile would differ from that of desktop. I have share the RPM report according to device types. For most websites, the CPM for  for desktop page is higher than that of mobile.

AdSense CPM Rates by Device Type
AdSense CPM Rates by Device Type

As you can see, more than half of the preference has been given to desktop and the remaining has been split between mobiles and tablets, with mobiles having a larger share.

This is around what you must expect from Nigerian traffic, depending upon the devices-

  • Desktop- $0.97
  • Mobile- $0.63
  • Tablets- $0.68

You can see how the CPM for desktop is significantly higher than that of mobiles, simply because of the better preference given to it.

AdSense CPM or CPC Rates in Nigeria: Targeting Types

The two kinds of targeting options given to advertisers are- contextual and personalized. Contextual targeting is imperative in comprehension of the kind of audience one has and showing relevant ads based on that.  Personalized targeting considers more data like the sites the user visited and they interactions they had and a bunch of other factors, which makes the CPM rates for this better than that of contextual targeting owing to better ROAS. We have added CPM rates based on targeting types-

AdSense CPM Rates by Targeting
AdSense CPM Rates by Targeting

For Nigerian traffic, based on targeting kind, this is what you can expect-

  • Personalized- $ 0.24
  • Contextual- $0.16
  • Run on Network- $0.13

If RON targeting type renders higher impressions for you, it indicates that the advertisers are unable to target you site and you have keywords lacking on your articles. RON generally has the lowest CPC and CPM bids.

AdSense CPM or CPC Rates in Nigeria : Bid Types

You must necessarily under the type of bids and the AdSense rates based on those, because you will get a better understanding of the kind of ads you have up on your website. Ads from AdWords and DBM are primarily shown on publisher websites by Google. AdWords and DBM operate differently and which the former works on a cost per click model, the latter is reliant on a cost per mile model. You can try out ad sizes like  970×300, 300×600, 336×280 which are known to have the highest CPMs if you already have a good percentage of CPM bids.

AdSense CPM Rates by Bid Types
AdSense CPM Rates by Bid Types

The most important rule for CPM ads is that the bigger the ad size and more the number of ad sizes it can accommodate, it can better overall competition and auction pressure. The ad size of 970×300 can accommodate 900×90, 900×120, 970×250, 336×280 ad units and more which makes it a great ad size and a better one in comparison to 970×250, which cannot incorporate 336×280 ad unit.

AdSense CPM or CPC Rates in Nigeria: Creative Types

The creative types are not as important but it does not hurt to know the kinds of ad creatives on your site and the revenue they bring. While the norm earlier was text and image based ear, things are changing as HTML5 ads have become largely prevalent are generate the majority of revenue.

AdSense CPM Rates by Creative Types
AdSense CPM Rates by Creative Types

Most ads tend to have the same kind of viewability but if you notice, you will see that native ads are outperforming every other type with a viewability better than at least 20% more.  It becomes a crucial metric when you are looking at retention of CPMs in the long run.

Quick Ways to Increase AdSense CPC or Page RPM

Based on your mobile: desktop traffic split, you can tweak your ad setup and increase revenue. If most of your traffic comes from mobiles, you can add a display ad unit if 300×250-

  • at the beginning of content
  • after the third paragraph of content
  • in the middle of content
  • before the last paragraph of content.

It is highly recommended that you use Quick AdSense for WordPress as a plugin.

If you are also reliant on some of your desktop traffic-

Ad a display ad unit of 600×300 or 700×300 for desktop and for mobile,  a 300×250 ad unit as instructed above. For this implementation, you can use the Quick AdSense plugin and adjust ad sizes with media query.

If not that, you can make different ad units of the given sizes and use Advanced ads WordPress plugin to serve them. Additionally, use a 300×600 sidebar ad unit.  Also, it is highly recommended that you do not use a 728×90 top bar ad unit. 

Final Words: Focus on Keywords and CTR

You need to keep a check on ad viewability, click-through-rate, and CPC rates if you are looking to boost your ad revenue from Google AdSense. Be careful when you select a niche because you would want around the high paying keywords and work on optimization of ad placement for better CTR and higher revenue. Hope this helps.


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