Engagement Time Is Important To Top Publishers
We’ve been spending a lot of time recently digging deeper and deeper into metrics that look closely at user behavior and visitor intent. These metrics are proving to be incredibly valuable to some of the world’s top digital publishers, and we’ve been breaking down all the different ways they impact revenue, traffic, and brand reputation; as well as how you can measure and track them yourself. This time, we’ll be looking at engagement time.
Below, I’ll highlight exactly what engagement time is, how it’s measured, how it impacts revenue, and why all publishers should be looking very closely at this metric. I’ll also demonstrate why it is hard to manipulate and why many publishers are choosing to look at it over traditional metrics like session duration.
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The impact of Navigation Bounces on SEO & digital revenue
In the world of digital publishing, providing your website visitors with a better experience is a formulaic tool in improving digital revenue, growing organic website traffic, and enhancing the brand perception of your digital property. The measurement and metrics associated with user experience have a proven and recognized correlation with everything from session revenue to search engine ranking position.
Recently, we have started taking a deeper look into these metrics — and increasing our focus on what we would call “intent” metrics. More specifically, this week we’re taking a closer look at Navigation Bounces.
In the research below, we’ll highlight what navigation bounces are, how we measure them, how you can measure them, and the impact that we’ve studied them having on SEO, digital revenue, and overall user experiences.
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UX Metrics That Are Changing How We View Website Visitors
User experience metrics (UX metrics for short) have become more and more critical to how digital properties and brands position themselves on the web. Some of the largest publishers on the planet have identified the paramount importance of UX metrics and their long-term impact on things like digital ad revenue, SEO, and brand image.
Unfortunately, while the importance of user experiences is not lost on most digital publishers and property owners, identifying which UX metrics they should be paying attention to appears to have become a debate. Below, I’ll highlight objective data that will demonstrate exactly how UX can be measured.
Additionally, I’ll dig into the next generation of UX metrics that innovative publishers (and the Duopoly) are beginning to look at as a means of better defining good experiences from bad ones.
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What is a good RPM or eCPM for a website?
One of the most common questions I see from digital publishers is, “what is a good RPM or eCPM for my website?” I completely understand this sentiment. RPMs (rate per mille) and eCPMs (effective cost per mille) are standard advertising metrics for how much an advertiser is paying for ad impressions on publisher’s page. The problem with this question is that it requires a lot more data to provide a really good answer.
Below, I’ll highlight all the different things that need to be considered when determining what a good RPM or eCPM might be for your particular website or web page. I’ll also discuss why publishers should actually be focusing on a different metric instead when trying to ultimately maximize the value of the inventory on their website or web page long term.
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Recover From “Two-Click” AdSense Penalty
Publishers leveraging Google AdSense ad units on their site have recently noticed a new Google penalty affecting their ad earnings. Both AdSense publishers, and larger publishing groups that leverage Google AdX (and serving AdSense ad units), were caught off guard by this latest change. This penalty is often referred to as the “Two-Click” AdSense Penalty.
Below, I’ll show you exactly what the penalty is, how to check if you’re being affected by it, and what to do in case you want to remove the AdSense penalty. Continue reading “Recover From “Two-Click” AdSense Penalty On Mobile”
Data Science & Artificial Intelligence In Digital Publishing
It’s been said that marketers ruin everything. I certainly wouldn’t go that far, but am willing to admit that modern marketers can certainly make it difficult to fully understand nuanced subjects on sophisticated topics like artificial intelligence and data science. Digital publishers are now starting to see just how muddy these waters are getting…
My good friend John Cole was on a recent AdMonsters panel with Google discussing the growth of data science and emergence of artificial intelligence in the digital publishing space. The conversation got quite interesting when they really started to define what these terms actually mean (vs. what marketers will tell you they mean).
Below, I’ll share a couple of things that came up during that panel, as they were interesting and bring to light some of the issues I think a lot of digital publishers are struggling with. I’ll also highlight some examples of how these technologies and concepts can be applied to modern digital publishing operations.
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Common Causes for Google Traffic Drops
One a weekly basis, I talk to digital publishers that have seen a major drop in either traffic or revenue (commonly both). They’re trying to decipher why they’ve experienced the sudden shift. In many cases, the seemingly unprecedented change leads publishers to assume that the problem is related to Google traffic drops (search mainly) and that the corresponding drop in revenue is directly tied to this change.
What I’ve come to learn from hundreds and hundreds of these cases over the years is that every problem is relatively unique; however, there are usually some pretty easy ways to zero in on the exact issue causing the drop in traffic and revenue.
The secret to quickly solving these problems is approaching them like a puzzle. You cannot start with an immediate, blind assumption. You have to start with the data first and work backward. In this article, I’ll help you start with the most common ways you can start this analysis.
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When A/B Testing Your Website Is A Bad Idea?
A/B testing has been a valuable tool for marketers and researchers seeking to improve digital properties for well over a decade. Today, publishers are leveraging new testing technologies to conduct A/B tests on everything from site layouts to brand imagery. I’m willing to bet that more A/B tests are being conducted on websites across the globe now than ever before.
Unfortunately, A/B testing is often used as a gold-standard for decision-making in instances that it actually is sort of a blunt tool. How can data-driven decisions be anything but good, Tyler? That’s a great question. The answer is that you can never go wrong by following the data; however, it’s easy to be misled by what we think is intuitively the right decision.
Below, I’ll highlight some of the common ways that A/B testing is often used improperly, and highlight a model that can be used more effectively.
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Native Ads, Good or Bad?
If you’ve browsed the web at all in the past 5 years, you’ve likely come in contact thousands upon thousands of native ads. I’ll spare you the explanation of what native ads are — also known as recommended/sponsored content ads — and get right to the part everyone wants to know. What does the data tell us about native ads, and are they good or bad for your website?
It’s kind of a loaded question. Good and bad are a little subjective in this instance because it really depends on what we’re measuring. For the sake of this article, I’ll be spending my time digging into the data and learnings we have from publishers and websites that have run different experiments with native ads within the context of how they’ve affected user experience and monetization.
I’ll highlight what publishers should think about when considering native ads, how we’ve seen them used successfully, and the known risks associated with displaying them on your site to visitors.
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User Experience Metrics That Are Correlated With SEO
Organic search has a evolved a lot over the past decade. One of the most sophisticated ways search engines have changed is in the way they evaluate pages and content. User experience metrics have become more and more important as technical HTML structure (tags and the alike) have become less and less important.
This is something most content creators have familiarized themselves; however, many actually still struggle with measuring and understanding how user experience affects their overall organic search traffic.
Below, I’ll show you some of the fundamental user experience metrics that are most closely correlated with improved search rankings. I’ll also highlight the errors that digital publishers and website owners make when trying to improve user experiences and measure their organic search marketing progress.
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