Top Revenue Optimization Tips: How to Maximize Your Profits with Your Ad Spaces
We started building Joinville’s Multicultural Publisher Network in 2014 and after working with global publishers for quite a while now, we constantly get similar questions from our publishers about “How can we increase our ad revenue?” As we all know, almost all publishers are dependent on advertising income so it is important to monetize your inventories wisely. Today we will solve this puzzle and discuss how to maximize profits with your ad spaces.
Revenue doesn’t just come from anywhere. Publishers need to understand what they can offer and sell the inventories wisely. Firstly we would like to list several key metrics for publishers to look at when evaluating and optimizing the revenue.
Key metrics to look at
Publishers with different ad sizes should have their unique strategies on how to making revenue from advertisement. For massive size web portals like Yahoo and Sina, what they do is to diversify their ad formats (display, video, mobile, rich media, email, native, social, etc) and setting different priority and pricing strategies to different tiers of demand sources in order to monetize their massive traffic and maximize the revenue. Nowadays most major publishers already made their way to programmatic selling. For medium and small size publishers, it is better to have as many direct campaigns as possible since those direct advertisers are the ones who usually pay the most. If the site owner is too busy to take care of yield optimization, yield optimizers like Joinville can definitely help out and offer much better revenue than Google AdSense backfill in most cases.
· Fill rate
In brief, fill rate evaluates the rate at which a publisher has successfully sent and received a request for a full ad impression from an ad network. Low fill rate means there are plenty of unfilled inventories and potential revenue could be achieved. To improve the fill rate, publishers can choose to lower the floor price, try to plug in more demand sources, set up direct deals & PMPs (Private Marketplaces), limit the volume at the ad server end and so on. Please note, it is not always good to have 100% fill rate to gain the best revenue. Publishers can use passback tags to “recycle” those unfilled traffic with their back fill demand.
eCPM is another import metric to evaluate the revenue. Making your inventories available to those advertisers who pay low eCPM could probably help to lift up the fill rate, but this will not necessary contribute to higher revenue. The following chart demonstrates the relationship with eCPM (Price) and fill rate (Quantity), where the dark blue area shows the potential revenue. Therefore, it is suggested to improve eCPM on each tier of buyers (demand) while balancing with fill rate to find the optimal revenue point with each demand source.
After discussing three key metrics for publishers to monitor, you might wonder what actions I can do in order to make more revenues? Here are some top monetization suggestions from Joinville’s Publisher team.
Top revenue optimization tips:
· Set up direct deals & PMPs
Direct deals and PMPs usually come from direct or network buyers, who usually pay higher eCPM than RTB and remnant demand sources. Therefore setting up more direct deals & PMPs is a good way to improve the revenue.
· Add more RTB and network demand partners
When low fill rate is an issue, it is important to add more demands for the unfilled traffics. We recommend publishers to look for more RTB & networks and add them into the competition so both the eCPM and fill rate could be improved.
· Test waterfall and optimize prioritization
Sometimes not all the demand sources perform well, so it is vital to monitor and test the performance of individual demand source and prioritize those into different layers, from Sponsorship, direct, network/Ad exchange, to house campaign and so on. Some ad server offer dynamic allocation features that could make sure the competition between different demand sources occurs to maximum the revenue.
· Diversify what you can offer
Last but not the least, publishers should diversify their offering for advertising solutions. It is not a good idea to place a lot of display ads on a single page, which interferes with the user experience, also make advertisers reluctant to pay more. Instead of doing that, a twist could be adding more innovative ad units (rich media, expandable, floating and other high impact formats), video, mobile, email, native, social ads, etc. Try testing these tactics (but not too often so you scare your users away) – Joinville´s publishers have started to try these different ad-offering options and so far the results are promising and eCPMs are growing.