{"id":706,"date":"2015-04-21T14:15:50","date_gmt":"2015-04-21T13:15:50","guid":{"rendered":"http:\/\/okodigital.wpengine.com\/?p=706"},"modified":"2015-04-21T14:15:50","modified_gmt":"2015-04-21T13:15:50","slug":"adsensemobileupdate","status":"publish","type":"post","link":"https:\/\/cool.co\/supply-side-platform-home\/adsensemobileupdate\/","title":{"rendered":"How much AdSense revenue will the mobile update cost you?"},"content":{"rendered":"

Today is the day that Google will release its \u201cmobile friendly update\u201d, the much talked about change that will see sites penalised if they do not meet basic usability standards for smart phone users. Much has been said about the update already, and a thousand more blogs on the topic will probably be published over the next 24 hours alone. Not much of what has been said covers what AdSense publishers, and those reliant on ads from other sources can expect. This post aims to give ad publishers some assurance as to what to expect once the update goes live.<\/p>\n

No one told me about a mobile friendly update?<\/strong><\/h2>\n

Google have been pushing people towards mobile friendly solutions very heavily for a few years now. \u00a0AdSense users have had additional reminders through the \u201cmobile friendly\u201d scorecard in their dashboard since December 2013.\u00a0 Few commentators were not expecting an update to be released to address the issue of difficult to use sites being returned to mobile users and Google did announce this back in February<\/a>.\u00a0 \u00a0Since then there have been additional reminders through Google Webmaster Tools, AdSense emails and every blog covering anything relating to the web.\u00a0 The topic has even made the national news.<\/p>\n

In short, no excuses.\u00a0 You should have known this was coming.<\/p>\n

What is going to happen?<\/strong><\/h2>\n

Google\u2019s aims is to make sure that users of mobile devices aren\u2019t returned search results that include sites that will be difficult for them to navigate. Therefore sites that fail to pass a simple four point mobile-friendliness test<\/a>\u00a0will be downgraded in the search results shown to mobile users.<\/p>\n

How much ad-revenue is this going to cost me?<\/strong><\/h2>\n

It is hard to answer this confidently, as we are missing one important piece of information: How heavy with the penalty be? At the moment we don\u2019t know whether sites that fail the mobile-friendly test will be completely removed from the search results, or whether they will just be pushed further down in the results.<\/p>\n

For the time being it is probably safe to assume that if you whole site fails the mobile-friendly test then you will be left with negligible mobile traffic.\u00a0Let’s look at a real example to see what it looks like if that mobile traffic suddenly disappears.<\/p>\n

\"adsense<\/p>\n

 <\/p>\n

The view above was taken from AdSense: Performance Reports > Platforms\u00a0<\/strong>\u00a0and shows the revenue generated from each device type. \u00a0I prefer this to looking at pageviews in Google Analytics as mobile and desktop traffic often earn at very different rates. \u00a0In this example mobile traffic accounts for 37.3% of revenue, but if I switched to Google Analytics it would report that mobile makes up just 30% of page impressions.<\/p>\n

Further down that page though (and not pictured) it does show you the Page RPM for different device types. \u00a0Note that now.<\/p>\n

(If you are wondering how the site earns more on mobile, you should talk to us about mobile website optimisation!)<\/p>\n

Does this mean that this website could lose 37% of revenue this week?<\/h2>\n

Thankfully, no. Like many sites our example site doesn’t rely on organic search for every visit. \u00a0Many of those mobile visitors will have come from other sources. \u00a0In fact, if we segment by mobile traffic I can see that 37.3% of mobile traffic comes from Organic search.<\/p>\n

\"segment\"<\/a><\/p>\n

\"mobileorganic\"<\/a><\/p>\n

The view above was taken from Google Analytics : Acquisition > All Traffic >\u00a0\u00a0Channels<\/strong> with the mobile traffic segment applied and ‘contribution to total’ set to page views.<\/p>\n

This shows us that 39.3% of our mobile traffic is from Organic search. \u00a0That means that 14.66% of our revenue is as a result of a session that started with mobile organic search (37.3 \u00a0x 39.3%).<\/p>\n

Branded search to the rescue<\/h2>\n

Probably not, and this is where it gets hard to measure. \u00a0A fair proportion of those searches will come from branded searches : users searching for the website by name. \u00a0These searches should either not be impacted, or less so. \u00a0For most sites the best way to estimate the proportion of organic search coming from branded is to look at the top search queries in Google Webmaster Tools. \u00a0Downloading that report as a table and totally the clicks coming from brand terms will give a good approximation of the numbers. \u00a0 In this case about 18% are branded, leaving us 82% as terms likely to be impacted by the update. \u00a0That takes our affected revenue estimate to 12.02%.<\/p>\n

I’m also deliberately ignoring the question of attribution for now. I’ll leave that thorny topic for another time. Likewise there is a whole chicken and egg argument about whether sites that perform badly on mobile are already experiencing lower numbers than they should be.<\/p>\n

Should you worry then?<\/h2>\n

If the above leaves you thinking “Maybe I shouldn’t worry”, then you have missed the point. The above numbers will vary greatly from one website to the next, but the point was to demonstrate how to calculate the likely impact. Comparing actual results will help you diagnose your own website performance and work on optimisation. If your website is not mobile friendly you definitely should worry. Mobile device use continues to rise and revenues for mobile users are starting to increase. Its too large and too important a segment to ignore.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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