An interesting article from AdMoolah, “Don’t Block Low Paying Ads“, covers the cons why you should not take advantage of AdSense Competitive Ad Filter feature and just leave the low paying ads intact. AdSense Competitive Ad Filter itself is a feature from AdSense that gives you the ability to block ad from specific website. Most publishers usually use it to filter low paying ad so they won’t show up on their website or to make more related-content displayed.

Here are some of the reasons why you should not block any AdSense ads, as quoted from the article:

• What if this ad has a fantastic CTR? If this ad pays half of the other ads on your site put has a 3x better CTR, it would have made you more money than other ads.
• What if other ads from the same URL have a better CPC? Advertisers often have several campaigns going, each with different ads and CPCs, but the same URL. You could risk blocking a higher paying ad without knowing it.
• What if the advertisers change the bid price of an ad? Advertisers often change the bid price of an ad. They may find an ad was more effective than they thought so they are willing to pay more for it.
• What if there is a drop in ad inventory? Having blocked URLs could cause you to start displaying PSAs.

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