Facebook + Adsense = cutting RPMs?

XanorV said:

Hello everyone!

Lately, I've been facing a strange issue with traffic from Facebook.

I acquire traffic from Facebook in two ways – organic, from my Facebook page, and through FB Ads. The traffic from FB Ads comes from retargeting people who previously visited the site. This traffic is much more engaged, spends more time on the site, and has a CTR similar to organic traffic. However, its RPM on AdSense is almost half as low as that of organic traffic.

What could be the reason for this? Does AdSense distinguish between organic traffic and traffic from FB Ads and limit its RPM, even if its working better? Has anyone encountered a similar issue?

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Yeah, AdSense values organic traffic more than paid traffic. Even if your FB Ads traffic is engaged, AdSense might see it as lower quality or less intent-driven, leading to lower RPMs. Also, if too much of your traffic comes from one source (like FB Ads), AdSense might reduce RPMs to balance risk. Try diversifying traffic sources or testing different ad placements to see if it helps.

XanorV said:

That’s exactly what I’m doing on my Facebook pages, but it’s still tough. With a total of over 1.1 million likes across six pages, I’m only getting around 10k visits per day, even though I post six times a day.

Do you have any advice on how to get more reach and clicks on posts? I’ve noticed that engagement in the comments doesn’t always increase reach — I have plenty of posts with over 100k reach but zero engagement, so there must be something else at play here.

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I don't know of any other tricks used to increase reach asides engagement.

Join an ad network because using just Adsense alone is trash

XanorV said:

That’s exactly what I’m doing on my Facebook pages, but it’s still tough. With a total of over 1.1 million likes across six pages, I’m only getting around 10k visits per day, even though I post six times a day.

Do you have any advice on how to get more reach and clicks on posts? I’ve noticed that engagement in the comments doesn’t always increase reach — I have plenty of posts with over 100k reach but zero engagement, so there must be something else at play here.

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Don't post direct links but post the link in the comments, it helps me a lot with traffic

ActaNonVerba said:

Don't post direct links but post the link in the comments, it helps me a lot with traffic

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I’ve been posting this way since January, and it did help, but only for a very short period—after 2-3 weeks, the traffic dropped again.

Do you have a specific method for publishing posts? Do you avoid certain words, use a specific text length, or add a CTA on the image?

No one can guarantee that the RPM will be lower if your traffic is social, but that's what many users experience with Adsense.

I suggest switching to AdManager, find a network, and try it. AdManager earnings are usually higher and with fewer limitations.

XanorV said:

I’ve been posting this way since January, and it did help, but only for a very short period—after 2-3 weeks, the traffic dropped again.

Do you have a specific method for publishing posts? Do you avoid certain words, use a specific text length, or add a CTA on the image?

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Don't publish an article every 30 minutes like I'm seeing large pages doing. Every hour is okay. I avoid pictures with cash or other forms of money (Facebook's algorithm thinks this might be a scam, and I almost lost my account that way once). Besides that you can use any words or images you like. Just be careful with words like "rape" or "death" for example. I can't prove it but I think it is a bad idea.

Many don't use FB stories with link but it actually works pretty decent to get some more traffic.

Post funny or relevant pics on your page once or twice a day to boost engagement

Now, for your RPM. Join an ad network/publisher trading desk. There are many. You can also put a few different ads with different companies on your own website. Just the combination of adsense + MGID alone should make you earn more

This is a common phenomenon when different traffic despite similar engagement metrics, may come from users, users who visit organically from search engines often have a specific intent. They are actively looking for information, solutions or products related to your content.

It's all about the end result. Cheap numbers can be deceiving. Calculate your costs and profits.

If the traffic converts and generates income then continue.

If you have a lot of organic traffic, you can run ads to reach more people, helping to increase ad performance.