So my first android application ‘positive affirmations‘ has been out for a little while now. Everything about this project has been a experiment from developing to monetizing.
Being some what inspired to publish my findings and help other by the blog makingmoneywithandroid.com I thought I would publish some results to a experiment I did.
I was wondering what would happen if I turned off the setting ‘Use Google AdSense to improve fill rate.’ in admob for my app.

The results below in purple are without adsense and in blue is with the adsense option.
So the first thing to note is that the week I tested this I had added a 30% in house ad campaign and this is why the impression count is down from the previous week. Regardless this is irrelevant to how we get the results.
Both result sets are for 7 days (1 week)
So the things to look at are firstly the fillrate’s. Without adsense my fill rate dropped slightly. If it had even dropped more than 10% I would start to be concerned. But a 1% drop is nothing to worry about when we factor in the things below.
Then the next thing is to look at the CTR (Click though rate) which has a absolutely huge difference ad’s are 5 times more likely to be clicked with adsense.
Now I have come to the conclusion with this that when I was testing there was really only a rotation of like 3-4 ad’s which weren’t adsense. These were the ebay app, hotels.com app and the Formula 1 app.
And I also found that these ad’s were also being displayed not only constantly in my app but other app’s like angry birds I use often on a daily basis.
The problem is with such a low rotation of ad’s is how many times does a user need to be shown the same ad for the ebay app before admob can conclude that they are not interested in the thing being advertised. I mean if I ask a girl out on a date 5,10,20 times and she dosnt say anything and walks away I dont think asking another time is going to change her mind.
Then theres the other thing, if she said yes (the user does take action on the ad) I dont need to ask her again and again.
I think Google need to be smarter with this or they need to get more ad’s in rotation so there is little overlap.
Finally I having looked at the eCPM (the amount being paid per click) I found there is little to no difference (possibly its worse hard to tell over a small sample) between adsence clicks and admob ad clicks.
Because there’s not much competition for eyeballs the advertises can get away with paying the minimum.
So in conclusion im going to turn and leave the ‘Use Google AdSense to improve fill rate’ option on until I see the above problems I outlined fixed.
If you have some insight or want to share your experience please leave a comment.