The revenue that a website generates per 1,000 impressions (RPM) is a crucial statistic that website owners 
should always look to improve. After all, it is directly correlated to how much money the website will produce from advertising revenues such as Google Adsense and PPC.
It is true that the RPM will also depend on external factors that you will have no control over, such as the budgets and the CPCs for which advertisers adopt for their targeted campaigns. Saying this, it does not mean you cannot influence the RPM your website generates. For this reason, here are some ways you can increase the revenue per thousand impressions for advertising streams such as Adsense.
SEO, SEO, SEO
Search Engine Optimization is the term used for websites that look to improve their search engine ranking to gain more traffic organically. There are many techniques you can adopt to make sure your website has good SEO.
This relates to the RPM your websites produces due to the fact that the RPM your website generates is dependent on the quality of your content. If your website ranks highly on search engines and then the traffic stays on your website for a long amount of time, Google will view your website as valuable to web users, making it worth more to show adverts on it (from the perspective of advertisers).
Increase Quantity of Adverts on Page
This is quite a controversial tip to increase RPM. However, after using programs such as Ezoic, who are a certified Adsense partner, I have found my RPM of websites using Ezoic doubled, and nearly, in fact, trebled. There are many reasons for this, such as the artificial testing of units around the website etc. – one of the biggest reasons for this, I feel, is the fact that the 3 advert limit used by Adsense does not apply when you use Ezoic.
If I used Adsense, I would concentrate on getting the adverts to appear above the fold, or very close to the top, since this is the area that is going to be viewed most on the website and will generate the most clicks. With Ezoic, I do not have to worry about cramming the adverts above the fold because I can have adverts above and below the fold, and just about anywhere I want. This means instead of just above the fold generating revenue, the whole website, no matter where the web user has scrolled too, will have the potential to make money.
Stick to Responsive Adverts
Google, in the last few years, introduced a new type of ad unit called ‘Responsive’ adverts. These are adverts that detect the surrounding space it can use as ad space and, from this, shows an advertising unit the correct size for the space. This means that one advertising space can now satisfy many different ad sizes – this will increase the competition for the space from advertisers that use image/rich media adverts, increasing the RPM of that advertising space.
