Use Admob's "Optimized by Google" floor price with caution

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Some time ago, I used Google Admob's automatic optimization "moderate floor price", which caused a large fluctuation in revenue for a long period of time. After adjustment, the account has basically recovered. Today I share this experience with everyone to avoid pitfalls in the future.

Admob floor price automatic optimization function setting interface:

First introduce the background. Our account uses Admob aggregation, and because the daily active users are mainly in T3 countries, the monetization income is mainly based on Google Admob, Adsense, and direct customer monetization. The Ecpm of the Admob account has continued to fall from the beginning of 2022 to the beginning of August to a historical low. Under the pressure of income, Admob's "moderate floor price" function optimized by Google was used for the main ID. Since then, I have experienced a nightmare from heaven to hell for more than 3 weeks.

Starting from August 5, "moderate floor price" was enabled for the main ad unit IDs. I was happy to see that the overall Ecpm and revenue increased significantly. Then on August 15, all the main IDs were adjusted. Ecpm and revenue increased, while fill rate and display volume continued to decline. It was in line with expectations before August 24.

But then Ecpm fell, fill rate continued to decline, and revenue declined. At this time, I was quite panicked. At this time, I consulted friends at Google, and the feedback was that in our context, this "moderate floor price" was not recommended. It was recommended to immediately cancel the low price and use layered manual floor prices.

And I also saw that foreign developers encountered similar problems on the Internet. When I turned off "moderate floor price" and enabled "all prices", the account fill rate had dropped to 50%, Ecpm fell to one-third of the pre-adjustment level, and revenue fell to one-third of the pre-adjustment level.

At the same time, we also created a new Admob ad unit ID to reduce the impact on new users and speed up account recovery. After August 29, Ecpm increased, the fill rate increased, the ad display volume, and the revenue gradually recovered. On September 5, it basically returned to the level before the adjustment, but the fill rate still had a little gap.

After this incident, I accelerated my decision to replace the aggregation, and also had a little distrust of the automatic optimization function of Admob. If you are also Admob aggregation and mainly rely on Admob income, it is recommended to use the "moderate floor price" function optimized by Google with caution. If you want to set a floor price, it is recommended to use the "manually specified price" function.

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