Declining per click ad revenue

[Elda]

My site focuses on finance/mutual fund investing content. This site is seeing a substantial (more than 50%) drop in AdSense revenue. The revenue per click has substantially declined over the past couple of months while the number of clicks remains the same.

Has Google made any changes to percent of ad revenue they pass on ad publishers? Or are sites that advertise through Google paying less per click?

Elda

[incrediblehelp]

The lower the quality the site is, that has AdSense on it, the lower revenue you shall make. They recently introduced higher quality guidelines for AdSense website:

Read more here:

Google Search: AdSense quality guidelines

[Elda]

Many of the articles in the above link discuss changes made to the AdWords program. They state advertisers have to pay a higher rate for having lower quality sites advertised. I do not know how this affects me as a publisher of the advertisements. If the advertiser pays a larger amount, I would expect my revenue to go up, not go down. What am I missing?

Elda

[incrediblehelp]

Questions that could have effected you:

No changes have been made to your website?

Maybe advertisers are bidding less for keywords that usually appear on your content?

Has Google contacted you about poor quality?

Do you consider your pages MFA?

[Elda]

Taking your questions in sequence:

1) No changes have been made.

2) While this is possible, it appears unlikely as the advertisers have not changed significantly.

3) No; Google has not contacted about poor quality.

4) No. All content on the site is unique; there is no third-party content. The AdSense ads are topical (i.e., investing/mutual funds related).

Elda

[incrediblehelp]

I am not a AdSense pro. Have you checked out this forum:

http://www.webmasterworld.com/google...29812-3-30.htm