Archive for the ‘Ad Revenue’ Category

How do I increase the value of my inventory to get higher eCPMs?

October 26th, 2009 admin

The phrase “location, location, location” is commonly used when considering real estate value. It also applies to ad placement on websites. Advertisers want to be on well constructed sites with good ad placement that will give users a positive experience.
Ad placement is basically where ads show up on a page: the physical location of the ad and the placement of the ad relative to the content on the page. This can affect your ability to generate more value. Footer banners, for example, are typically much less desirable in comparison to the following areas that have better visibility and are likely to have greater user interactions:

1. Top left: studies show that when a user first arrives on the page, this is the first place they look
2. Next to the scroll bar: typically produces a higher click-through rate than an ad placed elsewhere on the page
3. Third of the way down the page: this has to do with how the user sits at their computer and where their eyes are focused. It’s often used to divide articles and is a more esthetically pleasing way to lay out a website.
Next up is placing ads within the content of your website.

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Maximize CPM

July 28th, 2009 admin

One factor outweighs all others in achieving the best CPMs possible: quality high-value traffic.
In the current economic climate, the days of burning through end-of-quarter budgets from lofty advertisers are unrealistic. Advertisers are increasingly looking to achieve their CPA performance goals while spending less on pure branding campaigns.
Publishers need to adjust.
To maximize your potential and deliver high CPMs, you need to be aware of your click-through rates and improve the performance conversion rates of your users. Matching campaigns with your user demographics will help this. One simple example: gaming campaigns work well on gaming traffic. Ideally, advertising should be an appealing part of your overall site content.
Too many ads seen in one day by your audience also hurts eCPMs. Frequency cap your traffic to generate higher CPMs. The first view is always the best quality, so displaying the ads with a “freq cap” of 1/24 can be a standard request from advertisers. Keep in mind that certain ad sizes and placements always perform the best: 300×250 medium rectangles and 728×90 leader boards are often the best performing sizes. Picking obscure sizes can result in not having the creatives to run in the placement, as there is a lack of advertisers and, thus low CPMs.
Placement is critical to performance too.

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