官方说明提高点击率与单价降低的原因

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Unlocking the relationship between CTR and earnings

Here's an AdSense mystery worthy of intrepid detective Veronica Mars: Why are increases in clickthrough rate (CTR) sometimes accompanied by decreases in earnings per click?

Occasionally, we hear from publishers who are perplexed that their earnings don't change despite an increase in CTR. This phenomenon can seem inexplicable, and when it happens, publishers may suspect that 'smart pricing' has taken effect, or that Google is making revenue share changes. What's really going on?

AdSense is unique because it's designed to maximize eCPM for our publishers, taking into account both the advertiser's cost-per-click (CPC) bid and the likelihood that the ad will be clicked. Some ads are attractive to a broad range of site visitors and will be clicked on more frequently. While this can be great for your CTR, advertisers are often bidding less for these kinds of broadly targeted ads. Other ads are attractive only to a small niche of users. Advertisers will typically pay more for these tightly targeted ads, but those ads are also less likely to get clicked.

Depending on ad inventory, you may see some days on which AdSense will show a lot of high CTR/low CPC variety ads. On other days, you may see the reverse. If you see this correlation in your own AdSense reports, keep in mind that we're always working hard to maximize revenue for our publishers. One aspect of that is being able to best take advantage of the earnings characteristics of different kinds of ads.

Posted by Bryan Vu - AdSense Optimization Team
9/25/2006 11:29:00 AM

sssccc

这哪看的懂哇,谁来翻译下.挑重点的说.

leoruby

原帖由 sssccc 于 2006-9-26 15:03 发表这哪看的懂哇,谁来翻译下.挑重点的说.

http://translate.google.com/translate?u=http%3A%2F%2Fclub.im286.com%2Fviewthread.php%3Ftid%3D14275%26extra%3Dpage%253D1&langpair=en%7Czh-CN&hl=en&newwindow=1&ie=UTF-8&oe=UTF-8&prev=%2Flanguage_tools

leoruby

上面的是工具翻译的大概的意思，自己慢慢琢磨，^_^

sssccc

原帖由 leoruby 于 2006-9-26 15:08 发表上面的是工具翻译的大概的意思，自己慢慢琢磨，^_^

乱七八糟哟,没有E文好的来嘛?

adcs

揭密点击率和单价之间的关系
有一种神秘的现象值得去探究：为什么点击率增加了但是伴随而来的却是单价的降低？
有时候我们会听到一些发布者困惑于点击率提高了但是单价却没有变化。
这个现象可以认为是没有合理的解释，而且当它发生时，发布者可能会怀疑到“灵活的定价”已经起作用了，或是GOOGLE正在使收入平均化。到底是什么原因呢？
ADSENSE是独一无二的是因为它的设计被定位在为发布者实现最大化的ECPM，同时注重于广告客户的每点击支付和广告被点击的可能性。
一些广告对于广大网站访问者来说是很吸引人的，所以它们会经常被点击。
当这个成为你点击率的主要因素的时候，广告客户往往会支付比较少的广告费给这些大量的点击。
而另外一些只会被小范围目标明确的浏览者注意到的广告则往往会使广告客户支付相对较多的广告费用，然而此类广告也恰好是那些较小可能会被点到的。
根据广告的详细统计，你可能会看到有些日子是高点击率低单价，而相反的情况（低点击率高单价）也可能会在其他时间里出现。
如果你在你的报告里看到存在这样一些关系，请记住我们是一直致力于发布者收入的最大化的，
它的（应该是指这种现象）有利的一点是可以最大限度地利用多种多样的广告形式的定价特征。

最后一句话稍微有些难，请指正。GOOGLE说到这些道理我想也没什么新意吧。

leoruby

多谢楼上的，E文真厉害

cnmxl

看我签名的博客，做了一下翻译。

天南星

感谢你的翻译