Even though a website can be monetized in a variety of ways, for the majority of online publishers, digital advertising has always been the main source of revenue. And programmatic advertising was partially established as a way to help publishers to increase ad revenue from their websites. Of course, another reason why programmatic solutions emerged is to do the same job for advertisers, helping them to optimize their spendings on online ads.
In light of the above, just utilizing programmatic solutions and services, even the most advanced and sophisticated ones, may not be enough to truly reach the highest potential in terms of maximizing the ad revenue website has the potential to earn.
This is why we thought it would be a good idea to come up with this list of methods and recommendations that publishers can use in order to drive up their ad revenues as much as possible. We had a similar piece describing potential ways to boost ad revenues, but in this one, we will take a slightly different approach, talking about more general strategies and approaches.
Follow best practices for ad placement
Typically, the size of your advertising revenue will grow with the website’s audience, as the more ad views a website gets, the more revenue the publisher ends up receiving. But in reality, it isn’t as straightforward. Where and how you are placing your ads is also very important. Ad placements implemented in a reckless manner—when, for example, they clutter up the webpage and negatively affect the user experience—can actually damage your ad revenues instead of improving them. This is why you should follow guides and best practices for ad placement. All major programmatic solutions, such as SSPs, ad networks and ad exchanges, typically have their own variations of best practices for placing ads on publishers’ websites. Specifically, good examples would be Google AdSense’s best practices, Facebook’s manual for ad placements, and of course various guideline materials by IAB (Interactive Advertising Bureau) such this one and this one.
Improve and optimize your website’s user experience
It is probably safe to say that no matter what perturbations and transformations the digital advertising market goes through, user experience (UX) is always the king. Highest ad revenue website is most typically a website with great UX. Naturally, website UX is a rather wide field that includes a multitude of parameters, such as above-mentioned ad placement, ad formats used, the website load time, user interface, quality of content, and some other.
This is why it is highly recommended for you as a publisher to review and optimize your websites’ user experience on a regular basis. Tools that help publishers to collect and analyze website’s visitor behaviors may be extremely useful here. Specifically, the instruments that are able to study visitor activity in real time, providing you with visual representations such as user activity heatmaps, clickmaps and scrollmaps.
Publish more high-quality unique content
Another ultimate cornerstone of successful website monetization is unique, high-quality content of various forms, including texts, videos, etc. As the rule of thumb, in most cases increasing the amount of valuable unique content available on your website allows to improve its visibility in the search engines and attract more visitors. This not just increases your advertising revenues by producing more ad impressions, but also makes your website more attractive to advertisers as a platform for promoting their goods and services.
Provide content related to commercially viable industries
One more aspect of content creation and its effect on your website’s ad revenues that should definitely be mentioned, is that just creating unique high-quality content may not be enough. At least in the context of increasing ad revenues. The content also needs to be related to one or several industries that are commercially viable, at least in relative terms. To put it in simpler words, in order for your CPMs and RPMs to be high, the content should be related to industries that are relatively big in size and have advertisers willing to pay high enough rates for digital advertisement that will allow them to make more money.
Work on SEO optimization and target high-priced keywords
Additionally, even publishing high-quality content focused on some of the most commercially viable industries may not be effective enough, short-term especially, if your websites are weak from the search engine optimization perspective. SEO optimization is something that is almost equally important as user experience. In order to increase ad revenue from your websites, make sure to target keywords that are relevant enough to be considered high-priced and competitive in your market niche.
Identify the best selling advertising formats in your niche
A simple but effective strategy to increase the ad revenue as a publisher would be to just take a closer look at your competition. Analyze some of the most successful websites targeting the same or similar audiences as you do. Specifically, try to identify which advertising formats (and, if possible, programmatic solutions) seem to be working best for them, delivering highest ad revenues to your competitors.
Utilize sponsored content, affiliate marketing, and other alternative monetization methods
On a final note, in many cases, it would be a good idea to at least try and experiment with monetization methods that are alternatives to traditional banners and other most popular formats of display advertising. Specifically, it may be a good idea to try sponsored content and affiliate marketing, which is something we touched upon not so long ago when talking about how you monetize directory website.
Affiliate marketing is a monetization strategy that has a potential to work extremely well, especially if the products promoted are relevant to the information on the webpage. There is a wide range of affiliate marketing programs available for website publishers, from programs by Amazon, eBay and other online retailers, to offers from web hosting sellers, various SaaS products, discount services, and travel booking websites.
Sponsored content can be a great monetization technique as well, when it’s appropriate. Allowing businesses and individuals to post sponsored content for a fee can also bring you other benefits besides revenue. Most importantly, adding new original content to the website is always good for SEO, allowing you to improve your website’s position in search engine rankings and increase the traffic volume. While also making money, not spending it on new content. You would, however, need to come up with a clear guideline for creating sponsored content. And enforce compliance with it to make sure sponsored content is truly original and contains objectively useful information, not just advertising.
Don’t have time to choose and test various approaches aimed at increasing ad revenue website monetization? Outsource this headache along with all the other challenging aspects of your ad operations to professionals with proven expertise in the ad tech field.
This is us! The pubGENIUS team consists of highly experienced specialists who are well-versed in the best practices and trends of the industry. We know how to utilize innovative technologies and ad unit types to optimize websites for individual publishers. We will make sure that your web properties are using the most relevant monetization methods and your ad inventory is set up and operating with maximum capacity at all times.
Get in touch with pubGENIUS Team to get free consultation 🙂