Black Friday’s Impact On Publisher Ad Earnings
The fourth quarter of the calendar year is traditionally when many publishers see their profits from ad earnings soar. Holiday season spending drives advertisers and marketers to massively increase their budgets; leading to more competition for publisher inventory. This means ad rates and publisher earnings usually see their high point at this time of the year.
The industry seems to be abuzz with questions about the current state of publisher earnings from digital advertising. There are questions of whether rates are up or down and genuine concern from major brands that feel they have been negatively impacted by the Duopoly on this front.
What the Ad Revenue Index is telling us is — despite rumors of declining digital ad rates — that publisher earnings from programmatic advertising are actually rising. This correlates with reports of increased digital spending in the marketplace. Below, I’ll outline how these trends are playing out and offer some predictions regarding the end of the year.
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4 Structured Data Markup Examples That Can Win You More Traffic
Structured data markup is quickly becoming a favorite tool of SEO’s and web publishers in certain niches. Structured data markup can be added to any website’s HTML to produce rich snippets in search results. For certain topics, search engines like Google will put these rich snippets at the top of search results; providing digital property owners with a speedy hack to the top of SERPs (search engine results page).
These rich snippets are still commonly underutilized by most web publishers. Almost every site I review has a number of opportunities in which they could be leveraging structured data to drive more organic web traffic to their sites.
Below, I’ll share some really common structured data markup examples that can be used by a large number of websites to drive traffic to pages that may not currently be ranking high in SERPs. Additionally, I’ll share some easy ways to add these markups to your site right now.
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Study: Impact of Machine Learning On Website Traffic Monetization
Artificial intelligence and machine learning are hot topics in almost every industry right now. As we’ve talked about before, these concepts are widely discussed at conferences and events but rarely implemented in their truest form. This is overwhelmingly the case for digital publishers; as few have been able to harness the power of their data to adapt true machine learning principles to their web properties. Below, we have compiled some long-term data for several sites that have implemented these principles over the last few years.
In this study, I’ll review the data of 5 different websites that have been using the power of true machine learning (not algorithmic principles) to adjust layouts and ad positions on their websites for over +2 years. What you’ll see in this data is a direct correlation between the ability to adapt and learn from user behavior, and the opportunity for publishers to leverage that data to improve website traffic monetization while increasing natural website traffic.
What’s most significant about the information in this quick study is just how dramatic the results were for each publisher despite the criteria we used for selecting these 5 publishers (which is described below). At the end, I’ll summarize key takeaways, offer additional insights, and provide some actionable tips.
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The Website Traffic Behavior That Impacts Total Session Revenue
A website visitor’s experience — once they land on a digital property — is the supreme currency that the digital publishing industry is built upon. The ability for quality digital publishers to exist with longevity, and to profitably grow their businesses, relies on positive website traffic behaviors. The problem is that publishers are often torpedoing these experiences and apparently don’t even know it — according to recent research.
Those website visitor experiences are correlated to traffic volume, total ad revenue, and the overall brand image of that digital property in the minds of readers. Most publishers agree, these experiences are paramount; however, a lot emerging research is showing that publishers are often doing a very poor job of responding to bad user experiences by showing website traffic too many ads, delivering poor navigation, and treating every user the same.
Below, I’ll review what new data is telling us about visitor experiences and how publishers are responding to this information. The new info outlines exactly why certain publishers may be missing visitor signals that are driving down traffic and revenue. Additionally, I’ll show you the trick for ensuring that you’re always progressively improving visitor experiences that correlate directly with revenue.
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Which WordPress Themes Work Best For Programmatic Publishers
Personally, I own and operate dozens and dozens of different WordPress websites. Additionally, Ezoic works with thousands of publishers using WordPress worldwide. They all serve different audiences and have different goals, but the purpose of this post is to tell you about what makes some more successful than others when using this CMS.
One of the great features of the WordPress platform is how easy it is to interchange layouts by applying different themes. However, this also creates a paradox of choice: which WordPress theme is best for all the potential types of websites, blogs, and digital properties?
Below, I’ll be specifically reviewing what data says about identifying the best WordPress themes for ad-driven and programmatic publishers. This means focusing on website owners who derive the majority of their revenue from displaying ads on their articles and pages. I’ll discuss the role that layouts play in total ad revenue and discuss how different strategies affect session revenue.
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How Many Ads Are Too Many Ads On A Website?
There are few questions that galvanize online publishers quite like how many ads are too many ads to display on a website or webpage. Just about every quality publisher wants to find a balance of digital revenue and visitor trust/experience on their site. Ultimately, most that I speak with, err on the side of caution when making these ultimate determinations.
Below, I’ll share hard data on this subject and outline everything digital publishers should know about determining how many ads should be displayed on a webpage. I’ll review all the data that exists on the subject and offer recommendations for balancing user experiences with online revenue.
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The Ads.txt Information That Websites Should Know
Ads.txt is an ad ecosystem innovation that aims to eliminate the ability of bad actors to profit from counterfeit ad inventory in the open digital marketplace. As with any major ad ecosystem changes, improvements, or innovations, there is a lot of misinformation going around about the Ads.txt project.
Below, I break down everything publishers and advertisers should be aware of; relating to the Ads.txt project. All of this information is pulled directly from the comprehensive webinar I did with former Googler, Ohad Tzur (who just returned from Google’s Think Publishing event). This webinar is recorded and available to watch below as well.
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TTFB Shouldn’t Matter, Test This Instead For Pagespeed
Time To First Byte (TTFB) is a metric used to measure how quickly a web server responds to a visitor request. It is used as an industry metric when discussing website speed or pagespeed and is often reported by popular site speed measurement tools. It sounds like it should be an accurate/good measurement for how quickly a page loads for potential visitors, and something webmasters should be paying attention to, but it’s really not.
In fact, if you’re concerned about SEO, visitor experiences, and ad revenue, it really isn’t near as important as measuring a handful of other things. What you really want to understand is how quickly the visitors are getting the content, how quickly they can interact with the content, and how quickly ads and other important scripts load. These are the things that typically affect SEO, UX, and ad revenue the most (relating to speed).
Below, I’ll show you what metrics you should be looking at instead and how you can track those as well. I’ll also tell you why these metrics are more impactful for things like SEO; compared to TTFB which actually isn’t ever a factor in search algorithms.
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How To Monetize A Website Using Only Banner Ads
For those that commonly follow our blog, you’re probably pretty familiar with the types of research, strategies, and tutorials we share. So you may be asking, “why do an entire article on how to monetize a website using only banner ads”? Simple. We get asked about it all the time and I see people asking the question in forums every day.
I thought it would be helpful to put something a little more comprehensive together for digital publishers and website owners that seriously want to know if they can generate 100% of their revenue from banner ads (aka displays ads, programmatic ads, native ads, etc.).
I watch thousands of publishers earn 100% of their revenue from ads every day, and I’ve seen all types and kinds of operations doing it. Below, I’ll share what these websites all have in common, what strategies work the best, and how I recommend websites approach this kind of business strategy…
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5 Website Improvement Ideas You Can Do Using Ezoic
Most of the articles I write are on research, tutorials, or something related to modern techniques for digital publishers and website owners to grow their sites. However, I am always surprised by how many publishers read our blog and are unfamiliar with all the cool website improvement ideas that can be simply completed using Ezoic.
If you’re not an Ezoic user, you can still look at the website improvement ideas listed below and execute them without using Ezoic. It’s just much easier if you’re already currently using the Ezoic platform.
Below, are some ideas to improve your website using some of the features and applications available to everyone on the Ezoic platform. These ideas are obviously outside of the primary reasons many publishers use Ezoic; which is automated ad testing and session improvement, but valauble and impactfiul nonetheless.
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