How Does Word Count Affect Website Ad Earnings?
The topic of how long digital content should be has been debated and studied for a very long time. However, one area that is still a bit clouded in mystery is how word count affects ad earnings for publishers.
Understanding the relationship between word count, article length, and digital revenue is not necessarily an easy calculation to make; as many publishers do not a have a great dataset to compare apples to apples.
Furthermore, many sites base their current article length and word count on things like broad industry established SEO data. Essentially, choosing to write articles according to the results of SEO studies or user engagement studies (note: this isn’t necessarily wrong to do).
Below, I’ll take a different approach. I’ll show you some data and information from niche websites about how their session revenue and RPMs are affected by the word count or article length on their landing page.
This will give you some ideas about what kinds of word counts and article lengths drive the most revenue for different kinds of websites.
Continue reading “How Does Word Count Affect Website Ad Earnings?”
This Ad Placement Is Lowering Ad Revenue & Annoying Visitors
Our data science department has access to data from thousands and thousands of large digital publishers. They often share some interesting insights with us around things like a particular ad placement, layout style, or publishing strategy.
Below, is a case study on the floating anchor ads. Our data scientists learned that when anchor ads are broadly implemented — across an entire website on all the pages — that this typically results in much lower total session revenue and fewer pageviews; due to poorer UX metrics.
Below, we dig deeper into the data on this particular ad placement. Continue reading “This Ad Placement Is Lowering Ad Revenue & Annoying Visitors”
Website Visitor Segmentation Offers Big Ad Earnings Reward For Little Work
In the world of online publishing, there is always a search taking place for small efforts that can deliver a lot of value.
The industry is awash with stories of publishers who changed something simple like a menu location or layout and dramatically improved their earnings or visitor experiences.
But, what if there was one obvious thing that most publishers were missing that provided more value than just about anything else they could do?
This is exactly what Iggy Chen, the head of business intelligence at Ezoic, discussed in his recent case study at Google in New York during Pubtelligence.
Iggy highlighted the tremendous value that website visitor segmentation brings to digital publishing. He showed why simple ways of treating visitors differently offered dramatic long-term revenue increases.
Below, I’ll share his findings and examples and provide some details on how you can do this on your web properties.
Continue reading “Website Visitor Segmentation Offers Big Ad Earnings Value For Little Work”
Why Removing Ads On Website Improved Its Ad Earnings?!
It seems crazy, right? The idea that your website would actually earn more revenue from showing fewer ads. What if I told you that this would also result in lower RPMs and CPMs BUT higher overall ad earnings. Absurd? Maybe not.
This is the concept John Cole and myself recently explored at Google in New York during Pubtelligence, a Google-hosted event designed just for digital publishers. We took a deep dive into the economics of digital publishing and discovered two things that influenced website ad revenue more than ALMOST ANY OTHER FACTORs.
These factors were visitor engagement and visitor behavior.
We learned that these can both be manipulated and influenced to produce greater ad revenue and better user experiences; however, many publishers may be approaching these subjects in the opposite way that they should be.
Below, I’ll highlight how to improve visitor engagement to increase the value of ads on website spaces. I’ll also show you how to influence visitor behavior to enhance overall session earnings for every individual visitor.
Continue reading “Removing Ads On Website Improved Its Ad Earnings?!”