HOW TO MAKE THE ADS ON YOUR SITE MORE INTERESTING FOR ADVERTISERS?
HOW TO MAKE THE ADS ON YOUR SITE MORE INTERESTING FOR ADVERTISERS?
HOW TO MAKE THE ADS ON YOUR SITE MORE INTERESTING FOR ADVERTISERS?
The publishing industry had developed an excellent revenue model long before digital publishing was born . While publishers provided great content to readers, advertisers paid publishers to run ads, and readers were getting free content in exchange for viewing a few advertisements en route. The way in which advertisements fit into the model has not changed much; however, the mechanisms for executing these relationships have changed a lot.
If you're a publisher, site owner, or blogger, and you're earning advertising revenue from your site, there are two important metrics you should consider: how much your readers like your content AND the value your digital property brings to advertisers. Although it seems that these two indicators are often in conflict, in reality they are often very similar.
Below, I will share important strategies, case studies and indicators with you that you can use NOW to increase the value of your site's ads . This includes programmatic-type ads, Google ads, and any other type of ads on your site. Let's take a closer look ...
WEBSITE ADVERTISING VS. USER EXPERIENCE
" All ads hurt the user experience ." This statement was made this year by a senior advertising executive at a major media event. The Publisher Lab's co-host , John Cole, and I approached him after the event to provide him with evidence that he was actually wrong . I will share what I told him below.
We can now measure the user experience digitally. We do not need subjective data to determine when advertising has a negative impact on a visitor. Key user experience indicators that anyone can measure, provide important information, such as session duration, bounce rate, and page-by-visit visits. The way in which these indicators evolve according to the types of advertisements and their locations allows us to determine the elements having a negative impact on the user experiences.
Above, you can see that one of the sites we've integrated into one of our recent case studies has seen a fairly stable bounce rate until ad impressions reach the only 6 impressions per page at total. In addition, the bounce rate was lower on average with 6 impressions than it is with only one!
This information can sometimes seem counterintuitive, which is why it is crucial to rely on the data to allow us to determine the positive and negative elements for user experiences.
Does this mean that each site can simply rely on the information from this case study and thus display about 6 ad impressions per page to optimize its bounce rates? The answer is of course no. Indeed, each site is different. In fact, each user is different. Learn how bounce rate data evolved on the same site when we segmented different types of users ...
What can we draw from this data? It's just the correlation between advertising impressions and bounce rates on a site. Two factors to consider when observing ad revenue and user experience however, this clearly illustrates how these relationships manifest and correlate.
Advertisements on a site do not necessarily affect the user experience. Each site is different, but above all, each visitor is different. Nevertheless, it is essential to measure the interactions between these two factors, as they are closely linked ...
THE USER EXPERIENCE AND AD REVENUE OF A SITE ARE INSEPARABLE DATA
I apologize in advance if you have ever read articles from one of my blogs about this ; I may already repeat some information, so I will remain concise. You will be able to learn more about the subject through the article below.
http://blog.ezoic.com/user-engagement-imapcts-ad-revenue/
Thousands of sites highlighting the science of the data we have traveled demonstrate the same thing. User experience indicators such as session duration and pageviews are directly related to higher per-session revenue (or EPMV, not to be confused with CPMs ). This means that the more users stay on the pages, and the more they visit, the more publishers get revenue from the ads displayed. It's not really a secret as long as you understand exactly how it works ...
Everything seems very simple. Measure the key user experience indicators on your site, observe how different elements affect them (layout, placement of ads, etc.) and then set your site up for profit. Simply optimize your site to get more pageviews and you'll be able to earn revenue from Google ads or any type of native ad or ad on your site.
INCREASE THE VALUE OF YOUR SITE TO ADVERTISERS
In fact, it's a bit more complicated than that. This brings us back to the roots of this article. Publishers must have two goals in mind: to provide better user experiences to visitors and higher value to advertisers.
Although user experiences are often directly related to revenue increases, this does not mean that value is increasing for advertisers. This is due to a phenomenon we call Fake UX , which recently made a lot of headlines . You can read more about the Fake UX here .
Finally, if you want to increase the value of advertising on your site to advertisers, you must be able to offer them improvements in 3 key areas ...
- consultability
- Click rate (CTR)
- Campaign performance
IMPROVE THE CONSULTANCY CAPACITY FOR ADVERTISERS
Would you venture to guess whether ads on a site's page have average, low, or high readability if ... the page has a large number of visitors who quickly land on the page and return almost immediately to the previous page ? If you bet on weak consultability, you were right!
Observing page-by-visit visits gives us a good overall measure of the relationship between user experiences and the value of a site for an advertiser. However, we need to be more specific to determine the value of these pageviews . If the number of navigational bounces is high on one page, this could result in a short engagement time and fewer page views per engagement .
All of this means that a publisher might have visitors generating a large number of low-value pageviews. How does this affect the value for the advertiser? In a negative way!
Advertisers do not want to run ads on poorly viewed pages. If the time spent on the page (TOP) is low because of a high percentage of navigational bounces, the consultation of advertisements will be low too. This means that a site could fall below the thresholds of some advertisers, which would prevent competition for the advertising space of this site. This would cause the overall decline in advertising revenue on this page for this publisher.
How to improve this: by measuring the navigation rebounds and the duration of engagement . These two indicators will allow you to determine which pages are problematic for visitors. Understanding why a visitor spends less time on a page or bouncing on previous pages can help you avoid low-value pageviews that could affect the site's ability to access the site.
ADVERTISERS ALSO OBSERVE THE CTR
In the same way that low-value pageviews result in lower searchability, they also generate a low CTR. It's pretty simple, is not it? Users can not click on invisible ads. It's a bit like the story of the egg and the chicken .
CTR is another indicator that advertisers use when deciding on the placement of ads. For example, an advertiser can develop a campaign in Google AdWords so that their Google ads are reoriented across the web. However, they can add a specific condition to only show ads on sites with a certain CTR (this allows them to ensure that their targeting is correct and the budget is properly spent). This can become problematic for site owners, bloggers, and other digital publishers if they have a high number of low-value pageviews that cause low CTRs for ads on their pages.
How to improve this: by monitoring the number of pageviews with engagement per visit . This will allow you to compare the number of pageviews with engagement per visit to the average number of pageviews per visit. If the difference between the two numbers is high, a large number of pageviews may have a negative impact on the CTR.
Identify what might be causing this and test for changes to try to solve the problem.
OFFER ADVERTISERS BETTER CAMPAIGN PERFORMANCE
In the end, advertisers run ads on your site because they hope that their ads will be seen and that they will cause commitment. This means that they have a preference for the actions that visitors will perform on your site from time to time. This can be for example clicking on an advertisement or buying something.
To return to the above points, if the visitor can not see the advertisement or click on it, then it will probably not perform the desired actions. If all these indicators are globally below average, the advertiser could add you to what is called a blacklist .
This means that it will set its campaigns so that they just do not appear on your site . Some advertisers review their campaigns weekly and add to this blacklist all sites below defined thresholds. If your site is in more than one blacklist, you will see a sharp drop in competition for your site's ads. This means that advertising revenue will take a hit.
How to improve this: by making sure that the above indicators have a positive impact ...
- Navigation rebounds
- Duration of commitment
- Page consultations with engagement per visit
Monitoring all of this data will help you increase the quality of your pageviews. This will make users happy and will increase value to advertisers.
MAKE YOUR SITE INTERESTING FOR ADVERTISERS AND READERS
As I mentioned earlier in the article, it is possible to simultaneously offer better visitor experiences and more value to advertisers. By providing engaging experiences to your site's users and having them visit multiple pages and engage with their content, you'll provide advertisers with better search, CTR, and performance for their site. campaigns.
Everybody wins. While this sounds simple, it can sometimes be difficult to balance all of these factors. That's why we recommend testing the changes you make to your site on different visitor segments and measuring how different changes affect each of these segments. The game could be worth the candle.
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