Content Monetization Tips From Top Publishers & Experts
In a lot of ways, we are entering the golden age of digital publishing. Advertisers, brands, and even consumers are pulling their attention further away from traditional media sources; positioning online content creators front and center. This means greater opportunities to monetize digital content.
However, some of these opportunities can be more fruitful than others.
We recently had a chance to connect with hundreds of successful content creators at Pubtelligence — hosted at Google offices in New York — and were able to ask them, and some of the other experts in attendance, about their best content monetization tips.
Below, I’ll highlight the most repeated answers and the most insightful content monetization tips that they shared.
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AMP vs. PWAs: Which is Better AMP or Progressive Web Apps?
We all know that mobile use is growing and changing the face of digital publishing. Platforms like Google won’t let us forget it. This has led to the development of a handful of new technologies designed to deliver visitors faster, richer mobile experiences. This includes things like Google’s AMP (accelerated mobile pages) and PWAs (progressive web applications).
Here, I’ll dive into a recent presentation from Google’s, Ben Morss. Ben spoke about AMP vs. PWAs at Pubtelligence — which was hosted at Google offices in New York in early 2018.
Ben discussed the differences between these two emerging mobile technologies and highlighted where there may be room for them to potentially co-exist.
I’ll break down his presentation and summarize:
- The differences between AMP and PWAs
- Which is better for your website
- How they could work together
- How to put one or both into action on your site or blog
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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.
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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.
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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.
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Using New Google Publisher Data To Improve SEO
Recently, Google rolled out a major update to Google Search Console. This update has equipped publishers with a wealth of new data and information; as well as an enhanced new user interface. This new Google publisher data offers new opportunities for SEO and the development of new popular content.
Since this info just became globally available, there has never been a better time to attack the strategies I’ve listed below. The release of this unprecedented search data to all publishers means that soon everyone will be finding ways to optimize things like organic CTR among top landing pages.
There will likely be software tools built, blogs written, and “experts” reaching out with a whole host of new “services” (sarcastically in quotes for both) related to the new data Google has made available. This data can directly help you improve modern SEO on your website, but the faster you act, the more likely you are to benefit.
Below, I’ll list some of the basic ways you can use this new Google data for publishers.
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Improve Page Speed For Google SEO In Actionable Ways
Google announced the that they will be including mobile page speed as a variable in their mobile search ranking considerations starting July of 2018 (The Google Speed Update). This is actually a small Google SEO update that has already likely been impacting results prior to its official announcement. Google says the update will only impact a very small portion of “slow” sites, but it begs the question, “If I improve page speed, will Google rank me higher?”
This is something publishers have been hearing ad naseum from Google and other major players in the online ecosystem for a while now.
Faster, faster, faster. Mobile, mobile, mobile. This supports platform initiatives in emerging markets, like India, where web speed is a much bigger issue than it is in countries like the U.S.
Here’s the problem.
Most webmasters do not have very good knowledge of how to actually measure site speed (ex. Google Page Speed Tools is not a good way), improve their overall website page speed, or understand what improvements to those metrics actually offer real benefits to visitors and their Google search rankings.
Luckily, I have a lot of information on all of those topics that I’ll share below.
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Why AdSense Ads Aren’t Showing Impressions
This year, there has been an increase in the number of discussions online inside of AdSense forums about why AdSense ads aren’t showing any impressions on certain websites or pages. There are two common culprits that have emerged for this: Ads.txt issues with AdSense AND Google’s recent change to prevent ads from showing on uncrawled pages (Google AdSense Brand Safety update).
Below, I will reveal the nature of both issues and offer complete solutions on how to solve both problems. I’ll demonstrate how to get AdSense ads to show again on pages affected by both potential issues. And Finally, I will offer some tips that will prevent future issues with these problems so that you can avoid any disruptions in your AdSense ad impressions.
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Running Ad Balance Experiments That Actually Work
Google AdSense has recently reintroduced attention to a subject I happen to know quite a lot about. Running ad balance experiments has long been thought by publishers to be directly connected to being able to improve visitor experiences, and with Google now rolling out Chrome ad blocking penalties for sites with ad density violations, the subject has picked up steam once again.
This massive new Google policy change has led to Google also implementing upgrades inside of some of their ad products like Adsense. Tools like Auto Ads, and being able to run Ad Balance Experiments, sounds really good on paper. Less ad density, fewer ads, and the same amount of revenue! Great, right?
Unfortunately, broad solutions to ad balance generally don’t work – and these products have not gotten the best feedback from users. So how do publishers account for ad balance, reduce ad density in light of Google policy changes, and improve visitor experiences along the way without losing any revenue?
Fortunately, I have access to tons of data on this subject that I’ll share below. I’ll highlight the impact these things have on overall ad revenue and other important factors like SEO as well.
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