Since eCPM can hide parts of the big picture, I recommend measuring your website revenues by the bottom line, in dollars (or your relevant currency). Don’t focus on eCPM only.
Look for an in-text ads solution that counts most of your traffic. While it is legitimate to filter out page views from areas with no ads, this is often stretched way too far to disqualify any visitor who is not from the USA. Such over-filtering will artificially increase your eCPM, but will also lower your bottom line revenues.
In the example above, if you’d managed increasing the fill rate from 40% to 70%, by finding a provider or a deal that does serve ads to international visitors and count your international traffic, your eCPM will seem to be lower, since the per-click payment in such locations is usually lower, but your bottom line revenues will be higher.
Hmmm… so the per-click payment (PPC) matters too? Of course. All parameters count. The eCPM, Net Impressions, CPC, CTR… Optimizing your website’s monetization takes some work, but this work pays off and at the end of the day, it helps you keep your visitors happy with better content and user experience. I will continue this discussion until getting to a formula that lets you calculate how much your website can earn you with in text ads. Next part will be about clicks…!
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