Six Good Things Publishers Can Do to Increase Ad Revenue.
How to increase ad revenue is the “holy grail” question that online publishers must answer. Here are six fantastic approaches to answering that question: Concentrate on audience segmentation.
1. Concentrate on audience segmentation.
As a publisher, it makes sense to focus on forming partnerships with advertisers who share your brand’s values. Food advertising is probably your primary focus if you run a culinary website. Home redesign firms are ideal for a land distributer, while huge shopper hardware brands are reasonable for a tech site.
However, in the highly competitive market of today, increasing ad revenue necessitates acquiring new audiences that may assist you in expanding your advertising clientele. This requires audience segmentation, or the process of dividing your audience into subgroups based on factors like interests, location, behavior, and preferences. It is entirely up to you to decide how complicated your campaigns will be. If your website has a sports section, for instance, you can segment your viewers and target them with sports-related ads.
You might want to advertise local businesses or events if a lot of your readers are from a particular area. Using segmentation, you can create a more individualized experience for your readers and boost the efficiency of your ad sales.
2. Expand your audience.
Once you know who your current audience is, you can start looking for new ones to target your advertising. Identifying your intended audience is an essential first step. You will need to consider how you will interact with potential new clients—what will they require and what can you offer? Thanks to your analysis of your current clientele, you now have a solid foundation from which to build.
One way to reach new audiences is through audience extension, which lets advertisers reach audiences outside of your website. You could track your visitors and sell the data to advertisers for the purpose of targeting advertising on other websites. This kind of audience extension can help you attract more advertising clients and allows for more precise audience targeting.
The technology of semantic language processing can give you precise details about what your audience finds interesting. From an editorial and revenue-generating standpoint, this data is valuable.
A personal finance publisher might, for instance, use a semantic categorization tool to determine which articles about “top travel and reward credit cards” drew the most attention from readers. By pulling that data into a DMP and layering it with your site’s data and other high-quality data like demographics and purchase history, the publisher may discover that a significant portion of the engaged audience is female and ranges in age from 24 to 54. They also frequently visit luxury hotels and high-end clothing websites.
This additional data may be used by the sales and ad operations teams to create two new audience groups for advertisers outside of your niche: luxury handbag companies and boutique hotel chains Their cost per thousand may be higher because this new audience is more likely to respond to targeted advertising, resulting in increased value and diversified income streams.
3. Include a subscription service on your website.
Digital subscriptions can assist you in generating additional revenue if you have the support of your most devoted followers. Because there are so many publisher options available to consumers, if you can convince them to sign up for a premium membership, you will not only increase revenue but also increase audience engagement. In addition, digital subscriptions reduce the importance of page views, preserving the high quality of your articles and avoiding headlines that are clickbait.
A metered approach is utilized by many publishers, in which casual readers are permitted to read a predetermined number of articles per month before reaching a subscription limit. Without alienating non-paying readers, you can use this strategy to convert your most engaged readers into paying customers. It still gives them the opportunity to “taste” your products and read a few articles, even though it is unlikely that they will subscribe.
4. Boost involvement.
Engagement is the number of times a visitor to your website views a page during a session. Like the value of loyalty, high engagement results in more ad impressions and more revenue.
By including related and recommended content at the bottom of your posts, you can increase user engagement. Create links to other pages from within your posts and articles. By creating a sticky header menu that makes it simple and intuitive for people to navigate your website, you can improve your recirculation strategy.
To increase content engagement like trivia and polls as well as time spent on the site, make sure to use a commenting platform as well.
5. Utilize a variety of advertising networks.
The ad network you choose is probably the most important thing that affects how much money you make from ads. The reason for this is straightforward: There are some networks that charge more.
However, that isn’t the only reason. The best ad networks will have a lot of high-quality ads in a variety of categories in their inventory. Even if all other aspects of your website are optimized, displaying irrelevant advertising on your website may hinder visitors’ experience.
By using an ad network for a while and keeping track of your CTR and eCPM rates, you can determine if it is suitable for your website.
It might be time to switch ad networks if these measures are not working.
Additionally, you can test whether using multiple ad networks in combination produces better results than using just one.
6. Follow standard procedures for display advertising.
Try implementing the following recommendations to ensure that your advertising experience is as smooth as possible:
Try not to stuff too many ads on a single page.
Your visitors may become confused if you use too many advertisements, which can reduce the impact of all other advertising, decrease your click-through rate, and lead people to leave your website.
Instead, keep the number of ads on a page to a maximum of five or six lines and the content to a minimum. The number of items above the fold should not exceed three.
Make sure to use a variety of advertisements.
Display ads include things like static ads, video ads, popup ads, and more. Given this diversity, it might be a good idea to try different kinds of advertising to see which ones your audience likes.
You can incorporate the following three kinds of advertisements into your website: automated sticky ads, in-page push ads (floating banners), and responsive banner ads.
Ads that look like push notifications on our mobile devices are known as in-page push advertising (also known as floating banners). Similar to banner ads, in-page push advertisements appear immediately on the publisher’s website. They are able to achieve high performance rates as a result of this without having to pay a subscription fee like traditional push advertising does.
Ads with responsive banners look like the standard rectangular banners we’re all accustomed to. Visitors won’t be bothered by these advertisements, which are also pleasing to the eye. If you don’t use too many of this type of vintage advertisement, it usually works out well.
When a user scrolls up and down a page, ads in sticky ad placements remain on the screen. By having a high rate of exposure and interaction, you can improve the ad performance and income of your website.
While each of these ad formats works well on its own, when used together, you might get even better results.
Make use of various ad sizes.
Display ads are one of the most adaptable forms of advertising. The majority of ad networks allow advertisers to design and place a variety of ad sizes on their websites.
Additionally, publishers can experiment with various ad sizes. Most of the time, ad networks will make sure that the size of the ad matches the container the publisher made.
For various departments, specific banner ad sizes and layouts are appropriate: Some increase ad impressions, while others raise CTR or make the user experience more engaging.
Depending on the payment method utilized by your ad network (CPC/CPM/CPA), it is essential to test several sizes and determine which one generates the most revenue.