RPM benchmarks by niche: what good actually looks like
Before you judge your ad performance, you need to know what's realistic for your niche — because the gap between a finance site and a general-interest site can be 4× on identical traffic.
Why niche sets the ceiling
Advertisers pay more to reach some audiences than others. A reader comparing insurance or business software is worth far more to advertisers than a reader looking at general entertainment, and that flows straight through to your RPM. Your niche effectively sets the ceiling on what any given pageview can earn.
The rough landscape
Personal finance, insurance, and B2B software sit at the top. Health, home, and DIY are strong. Food and lifestyle are solid mid-table. Travel, entertainment, and general-interest content sit lower — high-volume, but lower value per view.
A modest finance site can out-earn a large food blog on the same traffic — niche is that powerful.
Plug your numbers into the estimator to see where your niche and network combination lands.
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