What is CPM?
CPM means “cost per mille” or, more modernly, “cost per thousand”. Mille is the term used for a thousand impressions in the ad business. It’s an everyday metric that advertisers and ad networks use and it has its origins all the way back at the beginning of online advertising. So what is CPM good for if you’re a publisher or website owner, and why do advertisers love to focus all of their measurements on it?
CPM is a bad metric for publishers and website owners
As for online publishers and site owners, you’ll undoubtedly see CPM used by most ad networks and touted as the de facto metric that you should be focused on if you want to earn more money. However, it was created by ad networks and is often manipulated by them to serve their end goal — to generate more revenue for themselves — which doesn’t necessarily mean more revenue for the online publishers and website owners.
Higher CPMs don’t mean that a website owner will actually earn more ad revenue
What you’ll find is that there isn’t a worse metric available for publishers. Below we’ll highlight why ad networks typically want publishers focused on increasing CPM’s and why it’s in your best interest as a site owner or publisher to focus on a handful of other things instead if you truly want to increase your total site earnings Continue reading “What Is CPM & Why Ad Networks Use It As A Metric”
Back in early 2014, Copyblogger made quite a stir in the marketing world when it announced it was removing comments from its site. It was a bold move at the time for such a large website and led to others deciding to turn off their comments as well. Up until that point, it was taken as almost a given that allowing user comments was inherently a good thing and publishers should do what they could to encourage users and make it easy for people to comment on their sites.
Since that time, Copyblogger and several others who ditched comments have reintegrated user discussions into their sites for a variety of reasons. But the arguments that were brought up during the comment debate are still valid. That is, allowing comments can help build communities on some sites, but they can be more trouble than they’re worth on others. So, if you’re trying to decide whether or not to permit user comments on your site, what points should you consider? Continue reading “The Great Comment Debate: Should You Allow Comments on Your Site?”
The world of digital publishing is fast-paced and constantly evolving. If you want to stay at the top of your game, there are a lot of things to keep track of – including ad trends that could impact your site’s earnings.
Due to growing concerns about banner blindness, ad quality and the use of ad blocking software, publishers are experimenting with different strategies to make ads more relevant for their audience. To make things even more complex, many site owners are still having trouble monetizing their mobile traffic. There may not be a magic solution on the horizon, but there are several opportunities for publishers as we move deeper into the second quarter of 2016. Continue reading “Ad Trends Publishers Should Know About”
In the publishing world, a lot of people talk about the importance of creating evergreen content – that is, content that is likely to have a long shelf life and be relevant all year around. While it’s true evergreen content is a good investment for your site, there are also lots of ad opportunities for seasonal content that can be very lucrative.
Seasonal content may only attract traffic for a short time each year, but during that time period it can bring in a rush of visitors that more than make up for the lull experienced the rest of the year. As an added bonus, sometimes the keywords associated with that content can be pretty competitive among advertisers for that time period so the CPC values of ads that target those same keywords will be higher than average. When you combine the potential for high traffic and for high CPC rates on the page, it becomes very worthwhile to invest in the creation of high quality content to take advantage of the opportunity. Continue reading “Tips for Creating Seasonal Content That Aligns with Ad Opportunities”
Changes In Mobile Ads Are Impacting Digital Publishers
In KPCB’s 2015 Internet Trends Report, Mary Meeker noted that the amount of advertising budgets allocated to mobile was poised for growth. The figures available at that time were from 2014 and indicated that although 24% of total media consumption time was spent on mobile devices, only 8% of advertising spending was spent on mobile ads. So, how are changing mobile ads impacting digital publishers?
Note that these percentages are based on all forms of media advertising, including print, radio, television, internet and mobile. When you restrict the same data to just looking at Internet advertising, mobile accounted for approximately 25% of all Internet ad revenue or $12.5 billion of a total $49.5 billion. That’s still quite a disparity when you consider that almost half of an average adult’s daily Internet usage time was spent on mobile devices in 2014.
Since that time, we have seen the gap between mobile media usage and ad spending starting to narrow. In 2015, mobile devices accounted for slightly more than 50% of average daily usage time, while data from the first half of the year shows mobile being responsible for about 30% of total Internet ad revenue.
There’s still quite a bit of room to grow, but if trends continue in the direction they’re currently going, we could see mobile ads taking over the top slot within a couple of years. In fact, PwC forecasts that mobile advertising will exceed display advertising in 2018 and account for almost $56 billion in ad revenue. Continue reading “How Changes In Mobile Ads Are Impacting Digital Publishers”
Limit Ad Blocking Software On Your Site
Ad blocking software has been around for a long time, but up until a couple of years ago, its usage was limited to a small percentage of the Internet population. That percentage started to climb rapidly in 2013. In fact, according to a study from Adobe and PageFair, the use of ad blockers in the United States grew 48% from Q2 2014 to Q2 2015, increasing to 45 million monthly active users.
The study also found that the global use of ad blockers grew by 41% over that same period of time to include 198 million monthly active users. This equates to an estimated loss of $21.8 billion in global ad revenue for 2015. However, the reasons for this behavior is easy to understand and can be stopped by savvy publishers. Below you’ll find a few approaches and some general rules for stopping ad blockers on your site.
Continue reading “How To Stop Ad Blocking Software On Site”
New AdSense Monetization Strategies
Looking for new ideas on how to improve your earnings from AdSense and other ad networks? The world of online publishing is constantly evolving, and AdSense monetization strategies that seemed to be doing well yesterday may not be your best bet today. Even if your current strategy is living up to your expectations, there may be others that work better so it’s always a good idea to keep testing new options.
If you’d like to experiment with new ways to improve AdSense monetization but aren’t sure where to start, you may want to check out some of the ideas and resources listed here. Continue reading “Resources for AdSense Tips & AdSense Monetization Ideas”
Google Analytics is a great tool to monitor your site’s user behavior- here are some tips on how to use Analytics data to increase your AdSense earnings! We’ve divided it into different sections which you can find in your Analytics reports:
AdSense performance is directly related to your Google Analytics data. A great place to start exploring is your Audience Overview- this lists your overall metrics like bounce rate, pages per session and average session duration.
Your first port of call is to monitor these trends over time, and make note of when any changes are made to your site. A decrease in bounce rate / increase in pages per session or session duration will have a great effect on income.
Continue reading “Using Google Analytics to Improve AdSense Revenue”
Native Ad Examples That Work
Think your display ads aren’t performing well? You’re not alone. According to data from DoubleClick, the overall U.S. click-through rate (CTR) for February 2016 was 0.09%. Although this percentage does vary among industries and fluctuate a bit from month to month, display ad CTRs for most verticals are on a downward trend. That’s why many publishers are working native advertising into their monetization strategy. Here we’ll show you some native ad examples that work.
Continue reading “A Guide To Native Ad Examples That Work”
Ad Optimization Tools for Publishers
According to Internet Live Stats, there are currently over one billion websites on the Internet. One billion. Sure, a lot of these sites may be parked domains and family blogs, but the number of publishers is growing every day. However, even with all the competition, there are still strategies you can use to find great ad opportunities for your site. This means taking the time to conduct ad optimization on your site.
Below, we’ll highlight a handful of ad optimization tools you can use to find more ad opportunities on your site, improve ad optimization strategies, and share some details on ad revenue optimization that you may not know yet. (if you’re looking for tools to generate web traffic, you can find those here) Continue reading “The Top Ad Optimization Tools for Publishers”