RPM

RPM stands for revenue per mille, or revenue per 1000 impressions. Essentially, RPM is a measure for how much money you would make if the ads on your website were viewed 1000 times.

For example, if a website’s ads were viewed 100,000 times, and it made $1000, then the RPM for that website would be $10.

Note that there’s different kinds of RPM. What most people in this space are referring to is impression RPM. A single person on a single page can have multiple ad impressions if there’s multiple ads on one page. This is different from page RPM, or the earnings per 1000 pageviews.

What you want to figure out here is if the RPM of the website corresponds to the niche. Every niche has a different RPM depending on how valuable the market is. So, for example, a website about urban gardening tends to have a much lower RPM than a website about investing.

For most content sites, you’ll typically see RPMs around $10-$20. For other niches, like investing, finance, crypto, and business, it’s not uncommon to see RPMs reach and exceed $100!

If the website’s RPM is in-line with the niche, then you don’t really need to do any further digging here — just keep it up!

However, if you find that the RPM is HIGHER than usual, you’ll want to find out why exactly that is so that you can continue doing what the previous site owner was doing!

Maybe there’s a good amount of content in a subsection of a niche that earns two times what other similar content earns. If that’s the case, you’ll definitely want to focus your efforts on that sub-niche to make the growth more explosive.

If the RPM of the website is LOWER than usual, you’ll once again want to figure out why that is. Most of the time, it’s because the content isn’t that interesting to advertisers because it’s not as monetizable. For instance, a post about dog breeds may have a lower RPM than a post about dog cages, because the dog cages  post is more product-focused.

This situation isn’t bad, but you’ll want to figure out how you can raise the RPM back to where the niche typically is.