Optimize Your Ad Earnings and Fill Rate
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Transcript of Optimize Your Ad Earnings and Fill Rate
Optimize Your
Ad Earnings9 Key Steps To Higher Fill Rates
Agenda
I. What & Why
II. Nine Keys To Higher Fill Rates1. Publish Great Content
2. Name Your Own AskPrice
3. Add Backup Tags
4. Beat Your Backup Tag eCPM
5. Test Different Layouts
6. Follow Best Ad Placement Practices
7. Use High Demand Ad Sizes
8. Overcome iFrame Blocking
9. Verify & Update Ad Blocking
III. How To Measure Your Success
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What Is Fill Rate?
Define
• Fill rate is the percentageof times an ad is served
Calculate
• Number of ads served / number of ad requests sent x 100
Understand
• 1,200 / 2,000 x 100 = 60% fill rate
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Why Is Fill Rate Important?
Money• Higher fill rates means that your inventory is in demand by
advertisers at a price they are willing to pay
Shows Your Site Is• Credible
• Trustworthy
• Relevant
Factors of Influence• Fill rate varies based on traffic, pricing, content, market,
and audience
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Agenda
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I. What & Why
II. Nine Keys To Higher Fill Rates1. Publish Great Content
2. Name Your Own AskPrice
3. Add Backup Tags
4. Beat Your Backup Tag eCPM
5. Test Different Layouts
6. Follow Best Ad Placement Practices
7. Use High Demand Ad Sizes
8. Overcome iFrame Blocking
9. Verify & Update Ad Blocking
III. How To Measure Your Success
Key #1: Publish Great Content
Content, Content, Content• Drives traffic
• Draws an audience
• Determines contextualization
• Delivers engagement
See How Your Content Contextualizes• http://www.contextweb.com/contextualizer_demo
Action• Publish relevant content on a consistent basis where you share
your expertise and solve your target market‟s common issues and problems
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Key #2: Name Your Own AskPrice
OverPricing• An inflated AskPrice can put your
inventory out of an advertiser‟s reach
if advertisers on the Exchange can find
comparable inventory at a “market” price.
Starting Point• Name your AskPrice 20% higher
than the eCPM of your backup tags
such as Google AdSense.
Action• Test and experiment to find the right combination of AskPrice vs. fill rate
vs. total revenue earned.
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Key #3: Add Backup Tags
Work With Other Ad Networks
• Enables you to continue working with
your existing ad networks like
Google AdSense.
Never Risk Your Existing Revenue
• When advertisers on the exchange don‟t
meet your AskPrice or beat your current eCPM, ad impressions will be
passed to your backup providers.
Compensate For Campaign Cycles
• Fill rate at the beginning of the month is normally lower as older
campaigns have ended and newer ones are starting.
• This can cause a temporary drop in fill rate.
Action
• Ensure your backup tags are properly set to offset lower fill rates at the
start of the month.
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Key #4: Beat Your Backup Tag eCPM
2nd Opportunity To Earn More
• If advertisers are not able to meet yourAskPrice, advertisers on the exchange will compete to beat your backup tag eCPM.
Starting Point
• Automatic: Add login information of yourbackup providers for daily eCPM review that advertisers will compete to beat.OR
• Manual: Name your backup tag eCPM and advertisers on the exchange will compete to beat it.
Action
• Enable PerformancePrice so advertisers can compete to beat your backup providers‟ eCPM like Google AdSense.
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Key #5: Test Different Layouts
Two Columns Instead of Three• In tests, two column layouts tend
to outperform in terms of earningswhen compared to three columns.
Number of Ads Per Page• Lower number of ads per page may
produce higher number of ads served.
• Higher number of ads per page may result in lower performance. When performance is low on a page, the number of impressionsbought decreases.
Action• Test different website layouts and # of ads per page.
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Key #6: Follow Best Ad Placement Practices
Put Your USERS First
Use Good Ad Placement1. Above the fold
2. Near or within rich content
3. Near top horizontal navigation bars
4. Directly below the end of the content
Action• Test & experiment where you place your ad tags
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Key #7: Use High Demand Ad Sizes
Fill rate can be associated with advertiser demand and it varies based on the ad size.
Ad sizes are listed in the orderof demand (highest to lowest):
1. 300 x 250
2. 728 x 90
3. 160 x 600
4. 120 x 600
Action
• Enable ad sizes with the highest fill rates
• Include more than one ad size per page
• All without harming your user‟s experience
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Key #8: Overcome iFrame Blocking
iFrame
• Frames allow a visual HTML browser to be split into segments
Challenge
• Impressions “hidden” within i-frames may not be contextualized
Action
• Install SmartFile to enable CONTEXTWEB to monetize impressions
within i-frames
• Instructions for installing SmartFile can be found at
http://doc.contextweb.com/display/SmartFile/SmartFile+Installation+Inst
ructions+for+Publishers
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Key #9: Verify and Update Ad Blocking
Ad Blocking
• The more ads you have
blocked, the less options there
are to serve you.
Action
• Verify and update your blocking parameters.
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Agenda
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I. What & Why
II. Nine Keys To Higher Fill Rates1. Publish Great Content
2. Name Your Own AskPrice
3. Add Backup Tags
4. Beat Your Backup Tag eCPM
5. Test Different Layouts
6. Follow Best Ad Placement Practices
7. Use High Demand Ad Sizes
8. Overcome iFrame Blocking
9. Verify & Update Ad Blocking
III. How To Measure Your Success
How To Measure Success
Always Be Learning, Testing & Tracking• The best way to learn is to „do‟
• Set aside time to review what you learn
• Don‟t stop learning, testing and tracking
Champion & Challenger• When you learn something that performs best, have
that be your champion
• Always have a challenger to test it against the champion
• Result: Continual learning, grow expertise and increase your earnings
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Thank You
Continue the discussion online in the Internet
Publisher Forum.
• http://getsatisfaction.com/contextweb
Learn more about being a publisher on the
CONTEXTWEB Ad Exchange
• www.contextweb.com/sellingdesk
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