{"id":19182,"date":"2019-10-31T09:34:23","date_gmt":"2019-10-31T08:34:23","guid":{"rendered":"https:\/\/yieldbird.com\/?p=19182"},"modified":"2024-07-22T19:27:14","modified_gmt":"2024-07-22T17:27:14","slug":"increase-the-sites-revenue","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/increase-the-sites-revenue\/","title":{"rendered":"How to Increase the Website Revenue?"},"content":{"rendered":"\n

Increasing the site\u2019s revenue<\/strong>. It has always been a priority number one. You\u2019ve tried dozens of methods, read many articles and experimented with your own ideas.  Some turned out effective, while others were completely useless. We\u2019ve tried all of this on our own, and we know what works, and what will be a waste of time. <\/p>\n\n\n\n

\"increase<\/figure>
\n

One of the most effective methods is creating a user-friendly website layout<\/b>. You have to choose the right amount of ads, too many may decrease your value to advertisers, while not enough will cause low revenue. <\/p>\n<\/div><\/div>\n\n\n\n

Then, you should decide where on the page should they be placed. If the ad units won\u2019t be visible, they won\u2019t generate any revenue. Meeting these conditions accordingly is crucial for the financial success of your website. <\/p>\n\n\n\n

<\/p>\n\n\n\n

What can you do to increase your website revenue?<\/h2>\n\n\n\n


Follow what\u2019s happening in the industry<\/h3>\n\n\n\n


The programmatic market is developing at a surprising pace. In 2020 in the US the total programmatic ad spend is predicted to amount to $68.87 billion. The year to year growth is supposed to be 20.1%. Aside from the amazing growth, the market evolves and gets regulated more and more.<\/p>\n\n\n\n

This is why staying up to date<\/b> with what\u2019s happening in the market is so important. It\u2019s easy to stay behind your competitors or overlook a significant change. Regulations like GDPR, or CCPA and third-party data limitations following it, are only a few of these changes. <\/p>\n\n\n\n

GDPR<\/h3>\n\n\n\n


May 25, 2018, is one of this century\u2019s most important and controversial dates for online advertising. On this day the General Data-Protection Regulation (GDPR)<\/b><\/a> went into effect in the European Union. When the law was adopted in 2016, many did not realize what may it cause. <\/p>\n\n\n\n

\"improve<\/figure>
\n

The GDPR has surely led to a revival in the contextual advertising trend. It used to be very popular at the beginning of digital advertising. Back then, the article was manually tagged by the writer. <\/p>\n<\/div><\/div>\n\n\n\n

However, today the site analysis is performed by external technologies, which, with the help of bots, crawl the pages and segment its content. Thanks to this method, new user packages can be created, and the publisher can continue with GDPR-safe targeting. <\/p>\n\n\n\n

First – price<\/h3>\n\n\n\n


The first-price auction model<\/b><\/a> is used by many SSPs already, and Google recently has joined this group. <\/p>\n\n\n\n

\"how<\/figure>
\n

Though the majority of the programmatic world is already familiar with this auction model, Google is a dominant player. Any change introduced by such large market participants may be impactful for everyone else. <\/p>\n<\/div><\/div>\n\n\n\n

Google claims that the biggest reason behind this change is that\nit wants to simplify things in programmatic<\/b><\/a>. The market has become so complex\nin recent years, that all the buying and selling strategies got too\ncomplicated. According to Google\u2019s latest announcement, it just became too much, even for experts.<\/p>\n\n\n\n

Unified Pricing Rules<\/h3>\n\n\n\n


Pricing Rules were recently replaced by the Unified Pricing Rules<\/b><\/a>. The pricing rules which have been used so far got withdrawn completely. The new mechanisms took their role over. Their task is to help manage the access to a publisher\u2019s inventory much simpler than it used to be. <\/p>\n\n\n\n

\"how<\/figure>
\n

The UPRs (Unified Pricing Rules) are designed to simplify and become a center of managing the minimum prices of publishers\u2019 inventory. What distinguishes them from the old pricing rules, is their wide range of applications. The new rules will apply not only to Authorized Buyers (i.e. buyers in Ad Exchange) operating on the open market. They will also influence: <\/p>\n<\/div><\/div>\n\n\n\n

  1. Private auctions (PMP).<\/li>
  2. SSP platforms participating in Exchange Bidding.<\/li>
  3. Header Bidding.<\/li>
  4. All the non-guaranteed line items (Price Priority, Bulk, Network) that are at Priority 12 in GAM.<\/li>
  5. First Look Demand.<\/li>
  6. Other Ad Exchange accounts linked in GAM.<\/li><\/ol>\n\n\n\n

    Third-party data limitations<\/h3>\n\n\n\n


    The increasing awareness of the importance of user privacy causes new privacy regulations to come out regularly. It makes it much harder to navigate in this world. <\/p>\n\n\n\n

    \"increase<\/figure>
    \n

    Google conducted an experiment, which was supposed to check how may the lack of cookies<\/b><\/a> influence the publisher’s revenue. The results were disturbing \u2013 56-64% of the publisher’s revenue may be lost due to this. <\/p>\n<\/div><\/div>\n\n\n\n

    The question arises – is it possible to efficiently advertise\nin the world without easily accessible 3rd party data?<\/p>\n\n\n\n

    Experts recommend taking a look at solutions such as contextual advertising and paywalls. In their opinion, it should compensate for the possible loss of advertising results.<\/p>\n\n\n\n

    Industry events<\/h3>\n\n\n\n


    As we\u2019ve just described most of the major changes that have occurred in the last year and a half,  it\u2019d be appropriate to answer a question \u2013 where can I learn about all this?!<\/p>\n\n\n\n

    \"how<\/figure>
    \n

    Of course, there are many blogs and ad tech news sites that cover most of these topics. They usually share a lot about what\u2019s going on in the market. But, is there anything else you can do to gain knowledge? <\/p>\n<\/div><\/div>\n\n\n\n


    Actually, there is. Many industry events happen throughout the year. You can attend lectures led by the best experts in the industry, after which you can talk with them and ask the questions about your particular case. There are three benefits coming from this solution<\/b>:<\/p>\n\n\n\n

    1. You may learn a lot about the topics you\u2019re currently interested in.<\/li>
    2. You\u2019ll know what\u2019s going on in the industry.<\/li>
    3. Your network of contacts will grow. Maybe in the future, you\u2019ll be doing business together. <\/li><\/ol>\n\n\n\n

      What events should you attend?<\/h3>\n\n\n\n


      There are some that are worthwhile. Every couple months we organize a       YieldFest<\/b><\/a>. An event that lets publishers from all over the market meet and exchange ideas, inspire each other and discuss all the issues that are currently disturbing them. <\/p>\n\n\n\n

      \"what<\/figure>
      \n

      \n\nOur events are not the only ones that you can attend. Companies mentioned below organize some events on their own, we\u2019ve attended some of them and we can assure you that they are worthwhile.\n\n<\/p>\n<\/div><\/div>\n\n\n\n

      DMEXCO<\/b><\/a>
      AdExchanger<\/b><\/a>
      Google<\/b><\/a>
      INMA<\/b><\/a><\/p>\n\n\n\n

      What about ad units?<\/h2>\n\n\n\n


      Layout<\/h3>\n\n\n\n


      Learning is one thing, but knowledge without action won\u2019t be of much help. So, what can you start working on now, to increase the site\u2019s revenue? <\/p>\n\n\n\n

      \"what<\/figure>
      \n

      Very often, when we begin working with a new publisher, we advise them on how can they improve their site\u2019s layout<\/b><\/a>. Increase, or decrease the number of ad units, change their position and size. Creating the site\u2019s layout to achieve the best result requires the usage of appropriate techniques, products, and, most importantly, getting to know the user of your website. <\/p>\n<\/div><\/div>\n\n\n\n

      Look for the perfect balance between UX and advertising<\/b><\/a>.\nIt\u2019ll let you maintain your users as well as increase your revenue.<\/p>\n\n\n\n


      Different methods<\/h3>\n\n\n\n


      However, are layout changes all that you can do to increase the site\u2019s revenue<\/strong> now? As usual, there\u2019s always more to do. <\/p>\n\n\n\n

      There are two revenue increasing methods<\/em> that are easy to implement. <\/p>\n\n\n\n


      Anchor ad<\/h4>\n\n\n\n


      Testing       anchor ad<\/b><\/a> could bring good results without much effort. On the other hand, it could cause a negative impact on user experience. To know exactly what to expect, we performed a two-week test on four websites.<\/p>\n\n\n\n

      \"anchor<\/figure>
      \n

      We expected this ad unit to have high viewability. This ad unit is supposed to be present throughout the whole user\u2019s visit on the website. Its average result was over 92%. <\/p>\n<\/div><\/div>\n\n\n\n

      What\u2019s surprising is that we\u2019ve managed to generate 120% additional revenue. Especially while having eight other ad units on mobile and desktop.<\/p>\n\n\n\n


      Ad Refresh<\/h4>\n\n\n\n


      Ad Refresh<\/b><\/a> is a method that lets you view several advertisements in one ad slot within the one page-view. Despite its bad reputation, it can be highly effective. <\/p>\n\n\n\n

      To our surprise, the ad refresh generated growth of daily RPPV (revenue per 1000 page views) of 63%. The daily revenue of this site also increased by approximately 17%. These results were visible the very next day after launching the ad refresh on the website.<\/p>\n\n\n\n

      Technical solutions<\/h2>\n\n\n\n


      Besides the work that you can do on your site\u2019s layout and ad units, you can try some other popular among publishers’       methods that usually increase the site\u2019s revenue<\/strong><\/a>. <\/p>\n\n\n\n

      They usually demand a little of technical\nabilities, but they\u2019re worth trying them. <\/p>\n\n\n\n


      Header bidding<\/h3>\n\n\n\n


      It isn\u2019t the hottest news that the       header bidding<\/b><\/a> is an excellent way to increase digital ad revenue. In just two years, header bidding has gone from a matter for only the most tech-savvy publishers to becoming an industry standard. <\/p>\n\n\n\n

      \"what<\/figure>
      \n

      To this day, over 70% of publishers have adopted header bidding. Server-side is slowly catching up. Why? It\u2019s simply much trickier to develop, although it is much better. <\/p>\n<\/div><\/div>\n\n\n\n


      Ad Blocking<\/h3>\n\n\n\n


      Advertisement blocking<\/b><\/a> is a must-have for many publishers. Many of them use it because of legal issues.<\/p>\n\n\n\n

      \"what<\/figure>
      \n

      In many countries, the law prohibits site owners from advertising specific products or services on the internet. What\u2019s more, is that it\u2019s even prohibited to display certain ads to specific groups of users. These are categories such as alcohol, gambling, or guns. <\/p>\n<\/div><\/div>\n\n\n\n

      Despite the legislation, site owners do not want their visitors\nto see certain creatives. They may contain disgusting photos of sick body parts\nrelated to dietary supplements.<\/p>\n\n\n\n


      AMP<\/h3>\n\n\n\n


      AMP stands for Accelerated Mobile Pages<\/b><\/a>. It\u2019s a Google-backed project designed as an open standard for any publisher. It\u2019s supposed to make pages load quickly on mobile devices. <\/p>\n\n\n\n

      \"How<\/figure>
      \n

      This open-source initiative from Google made a lot of noise in the industry. Especially since more and more users are coming from mobile devices. Without AMP, mobile users can expect pages to load much slower. It can be even up to 3-5 times slower. This isn\u2019t sustainable for users or publishers. <\/p>\n<\/div><\/div>\n\n\n\n

      Programmatic deals<\/h2>\n\n\n\n


      Aside from the programmatically (RTB) sold advertising slots, you can do it in direct sales as well. All you have to do is approach appropriate advertiser that\u2019ll be willing to buy your ad slot for a satisfying amount of cash. <\/p>\n\n\n\n

      \"How<\/figure>
      \n

      Whether you use the RTB model or direct sales<\/b><\/a>, they both allow achieving a similar result. An ad is displayed on the website, to reach a specific user, to let the advertiser build a relationship with him. <\/p>\n<\/div><\/div>\n\n\n\n

      Direct\nsales are based on a manual, process of campaign execution that may require\nmany hours, or even days, of analyses. These are necessary not only to\nunderstand the needs of the customer but also to negotiate the terms and\nconditions of orders between the publisher and the advertiser.<\/p>\n\n\n\n

      Business partner<\/h2>\n\n\n\n


      Quite a lot so far, isn\u2019t it? Finding new solutions, planning the test, implementation, and observation of the results is a lot of work. To do all of it appropriately you\u2019ll need a team consisting of ad ops with high analytical skills. <\/p>\n\n\n\n

      \"increase<\/figure>
      \n

      What about outsourcing then<\/b>? Letting professionals, who specialize in increasing site\u2019s revenue<\/em>, do all this work for you may turn out as one of the best of your business decisions. <\/p>\n<\/div><\/div>\n\n\n\n

      How to choose such a\nbusiness partner then? There are many to choose from in the market, and their\nnumber isn\u2019t decreasing. <\/p>\n\n\n\n

      Google certified publishing partner<\/h3>\n\n\n\n


      One of the criteria you can expect to be met is a       GCPP badge<\/b><\/a>. <\/p>\n\n\n\n

      \"improve<\/figure>
      \n

      GCPPs is the community of the most trusted Google partners that helps publishers make the most of advertising tech, and thus maximize their revenue potential. <\/p>\n<\/div><\/div>\n\n\n\n

      To become a Certified\nPublishing Partner, we had to meet rigorous qualification standards. Google\nchose us to join the program and then trained us on their product offering. However,\nwe do not rest on our laurels. Publishers we cooperate with are surveyed by\nGoogle on a regular basis to make sure we provide the best service for our\nclients.<\/p>\n\n\n\n

      Choosing a proper partner<\/h3>\n\n\n\n


      Publishers may test both yield-opt technologies and providers to increase the site\u2019s revenue. Although we operate in the realm of technology, often it is the suppliers that turn out to be the key to break the programmatic bank.       So how can you find a trusted partner?<\/b><\/a><\/p>\n\n\n\n

      \"how<\/figure>
      \n

      A good service provider should be for the publisher like a messenger bringing news from the industry. <\/p>\n<\/div><\/div>\n\n\n\n

      How to\nconduct a test that will help distinguish a prospective partner in the flood of\ncold emails and sales pitches? What can you do to prepare for a trial period,\nor make a decision on cooperation after the said trial?<\/p>\n\n\n\n

      In our ten years of experience, we have had the opportunity to participate in hundreds of tests. They led us to create a client portfolio of over 250 publishers from 30 countries. We understand the problems publishers bother with and the objections that programmatic teams may face within their own organizations.<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"

      Increasing the site\u2019s revenue. It has always been a priority number one. You\u2019ve tried dozens of methods, read many articles and experimented with your own ideas.  Some turned out effective, while others were completely useless. We\u2019ve tried all of this on our own, and we know what works, and what will be a waste of […]<\/p>\n","protected":false},"author":50,"featured_media":19236,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[],"content-category":[],"class_list":["post-19182","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-tech"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/19182","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/users\/50"}],"replies":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/comments?post=19182"}],"version-history":[{"count":1,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/19182\/revisions"}],"predecessor-version":[{"id":33440,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/19182\/revisions\/33440"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media\/19236"}],"wp:attachment":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media?parent=19182"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/categories?post=19182"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/tags?post=19182"},{"taxonomy":"content-category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/content-category?post=19182"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}