NWE

Part 1

For the overall performance page:- ?We have no problems with clicks +6% growth is healthy. This is clicks to other sites.- The RPM is -2% that is bad because the RPM is already a low one. We are making $1.64 per 1000 visitors. ?An average niche RPM for tourism/travel is $3-5 (500% what we are doing).- The impressions are high 7:1 ratio but they weren?t as high. The last month was:A flat 4:1 ratio. And worse the RPM dropped! From $2.04 to $1.64Deduction: We need to enter the $3-5 range for the RPM rate. It?s basically just a reflection of what the ad buyers are bidding so if we change our content strategy the buyers will pay more and RPM?s will change.

Part 2

Nigeria is our number one source of traffic but here is something that I want to show you. I did I quick calculation of the value of that massive traffic. Are they really the most valuableHere?s my formula: At first, we might think the USA isn?t paying well, as much as Nigeria but I took the Page views from Nigeria and plotted it against the views and clicks from the USA. ?So I got a 0.0152 click through rate in Nigeria and a 0.016908 Click rate from the USA, the USA slightly doing better still. The two countries were doing almost the same thing so any further data we deduct will be pretty accurate since our variables are the same.Finally, I took the Estimate revenue values and plotted them against each other as in:$16.68 (Nigeria) vs. $3.98 (USA) we get a ratio 5.33:1.Meaning our USA audience is 500% more valuable than our Nigerian audience. Instead of making $235 last month we could have blown off $1117.Deduction: We need to focus our content more on the American audience in a way that gets their traffic right from Google.comProof:How can we prove that the USA traffic matters even if Nigerian traffic is strong and plenty? This image shows that immediately the US traffic takes a hit, the RPM falls. And so also does the Revenue.?

Part 3

Finally, if Revenue doesn?t fall but the page views fell. One expects that since page views are what brings the revenue, the page view should fall. Or vice versa if revenue falls and the page view remains we would be confused because we think the page views is the revenue bringer.Actually what happened is that the RPM?s remained high. In other words, if the impressions generated remained high, while page views were low. Impression revenue will remain high and the secret of the trade is google calculates earnings by impressions because if the advertisement is somewhere in the bottom of the HNG page and the user does not scroll down to view it, then they don?t count it as a valid advertisement. Calculation of How I Know Google Uses Impressions to calculate Variables: Page Views: 16,659 viewsImpression Views: 67,687 viewsClicks:? 212 clicksRate (RPM): 0.71% (Terrible, we can work on this. Look at Part 2 of this analysis)Revenue: $48.01?Formula: ?Impression View /1000 * RPM = Revenue-------------> 67,687 /1000 = 67.687 * $0.71 = $48.05That?s it. ?Deduction: But here is where I am building up to. I noticed that the more clicks on the site by an individual the more the RPM. If a day has over 25 or 20 clicks then the more it automatically hits $1.5 - $5.OR ELSEIt falls below $Meaning we need to fill up our pages with hyperlinks that link back to our own content more, and we can have a x5 output.Lots of interesting details too to be cleaned out but these are the most important. Please ping If you are not clear on some parts.