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Why is eCPM so important?

In the previous entry we wrote about the most important indicators to be found in the Publisher Panel. Here we will focus more attention on the most important of them - eCPM - which can be used to compare the effectiveness of chosen ad forms.

eCPM is:

eCPM=(total earnings/number of impression)x1000

How to use eCPM to optimise ad forms on your websites? Above all we have to create two channels. For example give them the same categories, the same ad forms, but different colour palettes. Thanks to such action we will be able to compare the influence of different colours to the click frequency.

Let’s assume that we have created 2 channels. The first one has green titles, the second has red titles. All other parameters are identical for both channels. After creating the ad forms we place them on our website and wait for their statistics (the more data, the better).

After a weeks time we find out that the green titled ad was displayed 12 901 times and earned PLN 5 and the red titled ad was displayed 19 627 times and earned PLN 14. eCPM for the green titled form is PLN 0.39 and for the red titled form PLN 0.71. What does it mean?

It means that if the green titled ad had 1000 impressions it would have earned PLN 0.39 and if the red titled ad had 1000 impressions it would have earned PLN 0.71. This is a very important piece of information. It is very probable that if we change title colours our earnings will grow.

Feel invited to test the effectiveness of different ad forms. Remember that the colour palette is one of the changeable parameters. Different ad form versions with e.g. changed categories, URL visibility or sizes are also worth testing.

A/B Testing

You are already familiar with one of the most important indicators in the statistics - eCPM - and with the basic information on channels. Now it’s time for practice which means A/B testing.

A/B testing is a method that enables us to compare the effectiveness of two ad forms. Thanks to it we can test layout effectiveness and the effectiveness of our thematic category choice.

It is best to use an example to picture the concept of A/B testing. Imagine that you want to test the effectiveness of ad forms with and without visible URL. Below you can see ad forms the effectiveness of which we are going to test:

Widoczny URL

Niewidoczny URL

We could paste the first ad for a week and than the other one for a week and check the effectiveness of those forms. However, this method would have some disadvantages, e.g. we have to remember to change the form at a certain time. Ad choice can differ, we have no guarantee that we would have enough impressions within the testing period. That is why we are going to use A/B testing.

How to start A/B testing

In the beginning we create 2 channels. Remember to name them in a way that won’t let you confuse them in the future. In our example I have created the following channels:

URL
No URL

Then we create ad forms for each channel. I have pasted them above.

Now, when we have the right ads we have to find a way to display them alternatingly. If our site has 5000 impressions we want each ad to show up 2500 times.

To get this result let’s use a simple code. You can find it here:

You can find a different code based on PHP on the Webmaster Tutorials website. They work the same so you can use both.

How to analyse A/B testing statistics

After a sufficient period (remember that the bigger the sample - number of impressions - the better) we can compare the statistics of both channels using advanced reports. And to compare the data we will use our knowledge on eCPM - I send you back to the source.

Which are the most effective ad formats?

You must be wondering which ad forms are the most effective and bring the biggest profits. Though the basic method is testing and individual approach (after all, each website is different), on the basis of our observations we can state that there are some aspects that make some ad forms more effective than the others.

Wide forms seem to be clicked more often
Standard rectangular forms tend to be the most effective: 338×280 px, 300×250px and vertical 160×600 px.
Rectangular forms, big banners and skyscrapers can generate higher earnings because Adkontekst Exclusive can display in those forms (here you can find the minimum ad form sizes for Adkontekst Exclusive).

Thanks to our flexible approach to ad form creation you can adjust the size and layout of ad forms to practically all websites. Apart from the standard ad forms you can create your own in the following sizes:

width from 740 to 1600 px
height from 86 to 416 px

You’re welcome to test it!

How to increase eCPM?

We have already written about one of the most important indicators - eCPM - here. Today we would like to introduce some simple actions that you can undertake to try to improve your eCPM.

eCPM is:

eCPM=(Total earning/Number of impressions)x1000

The formula shows that in order to improve eCPM we have to either improve earnings (influenced by cost per click - CPC - and click through rate - CTR) or reduce ad impression frequency.

Below you can find some advice regarding improving eCPM:

Less ad boxes on the website According to the regulations you can place as much as 3 ad codes on a website. Sometimes it is beneficial not to display the code in your footer. It is usually the least frequently clicked code. You don’t have to resign from that code on all sub sites. You can delete it only where the click number is the least significant.
Deleting ads from sites with low eCPM If reducing the box number doesn’t help you should consider deleting ads from the least effective sub sites.
Describing each sub site with relevant meta tags One of the elements analysed by the Adkontekst robot in the course of adjusting ads to website content is the meta tag description of a website (especially the title, description and keywords). Good meta tag description for each sub site enables the system to choose better ads that will be clicked more frequently.
Choosing the right thematic category Choosing the thematic category that best describes a website helps our system to choose better ads. Here you can read more about channels and categories.

Of course this isn’t all. Because the topic is very wide we will return to it once in a while.

Impact of ad color and appearance on revenue

Most of you would consider it to be self-evident that there are two schools of emphasizing ads and matching them to the website’s layout. The question is which of these is better and whether it is better at all. The answer is simple: it depends. Details in just a moment:

1. Full-integration tactics

Ads placed close to the text should possibly match the website’s color code, i.e.:

a) ad title color should be the same as article or link titles on the page

b) color of URLs, if included, should match the link color on the page

c) ad background color should match the website’s background color

d) frame background can also match the website’s background color

Based on our experiences, the most effective ads on websites containing many articles and extensive commentaries are those that are directly surrounded by the text. The reader’s eye focuses on the article’s contents and rarely follows the other website sections. You can read more about this on our blog. That is why it is best to present the user with ads that, being selected on the basis of context, elaborate on the subject that attracted the user to the article in the first place. The page linked above contains our suggestions for interesting and, most importantly, profitable models of these ads.

2. Emphasis tactics

The emphasis tactics should be used in the following cases:

a) A 750×100 pixel billboard ad on the top of the website (often alternated with CPM ads)

b) A 160×600 pixel skyscraper ad on the right or utmost left column

c) Websites with little text (e.g. with games or MP3s)

This method is used due to the fact that ads of this type are very popular and if they blend in with the website’s layout too much, Internet users tend to ignore them both consciously and subconsciously. They focus on the main article and totally ignore everything that does not stand out enough to attract their attention. Your ads can be perfectly targeted and still they will remain inconspicuous.

The most profitable ad models on websites with internal search engines

A lot of our partners own websites with internal search engines (e.g. classifieds, travel or real-estate websites, online stores). By entering keywords in the search engine field, the user obtains a list of results. All result pages on websites that contain a high number of articles look similar (e.g. www.focus.pl/sport or http://technologie.gazeta.pl/technologie). These pages contain previews of articles from a given category available on the website.

Below are some suggestions for ads that work best on websites of this type. Click to enlarge the photo.

1. Using SiteSearch

Site Search is a new advertising model addressed to owners of websites that make use of an internal search engine. With Site Search you can utilize and combine the potential of the search engine available on the Partner’s website and the Adkontekst advertisement resources. Site Search enables partners to place Sponsored Links above, next to or below the natural search results. Partners also decide about the amount of ads (up to 5) and the appearance of sponsored links (color, size and style).

Advertisements exactly match the users’ queries, because they are triggered with keywords, just the same as ads displayed in the NetSprint and WP search engine. That is why CTR in these ads amounts to several percent.

Site Search above natural search results on IDG.pl

Ads on the right of natural search results on Infor.pl

Site Search visualization on Adreso.pl

2. Between the results on the list

This ad model can be placed simultaneously with Site Search. It can be created via the partner’s panel under the “ad code” tab by selecting the “create your own ad” option. By placing it between the natural search results, the user is given a chance to see ads selected according to context. CTR in these ads rarely falls below 1%.

Important! We suggest that ad color should possibly match the website’s color code, i.e. the color of the ad’s background, description and title should match the color of these elements on the website.

Ads between natural search results on NaWeekend.pl

Ads between search results on PoGodzinach.pl

Advertisements placed between natural search results and on the right as an Adkontekst Exclusive skyscraper

3. Above the results on the list

This ad model can be used as an alternative for Site Search. It focuses the user’s attention on itself even before he or she starts browsing natural search results.

Ads above natural Adkontekst Exclusive search results on Instalki.pl

Important! Remember that ads open in a new window, so you will not lose any website traffic.

4. Next to the results on the list

This is one of the most popular advertising models. Most often it is a160×600 pixel skyscraper or a 300×250 pixel rectangle. Note that despite the fact that it is visually appealing, it is usually less effective than the options described above, because the user tends to focus on the list and rarely looks beyond the list itself.

A 300x250 rectangle on the right of the article list

Skyscraper ads on the right of the article list

Skyscraper ads on the right of the natural result list

Skyscraper Adkontekst Exclusive ads on the right of the natural results

The most profitable advertising models on discussion forums

This time we want to take a closer look at the most effective advertising models used on discussion forums, which are widely different than classic web pages containing articles. First of all, classic ad models, such as the 750×100 billboards or 160×600 skyscrapers are not very effective in this situation. Internet users tend to ignore everything that appears beyond the forum’s frame, focusing only on posted content. That is why we have to look for other, non-standard advertising models. These can be created using the partner’s panel under the “ad code” tab by choosing the “create your own ad” option.

Below are some of our own ideas for ads that bring in much higher revenue than classic advertising models. Click to enlarge the photo.

Remember! It is always worth testing various solutions and use your own creativity and the flexibility of ad sizes!

1. Between posts

Everybody knows that the heart of any discussion forum is the discussion itself. Internet users visit forums to seek advice, but also to share their own knowledge with others. That is why they focus on the exchange of information among the users. By placing ads directly next to posts, we give users a chance to learn about the contextually selected advertising offer. We suggest that you should test two different options:

a) as a dedicated post

The website’s owner pastes the ad script (e.g. a 300×250 rectangle or three strips one below another, as shown in the visualization) in e.g. every second or third post.

b) as a strip between posts

The website’s owner pastes the ad script e.g. between every second and third post.

Important! We suggest that ad color should possibly match the website’s color code, i.e. the color of the ad’s background, description and title should match the color of these elements on the website.

2. Below posts

Some discussion forums are built differently than classic ones, i.e. they display only one comment, while the other comments are presented as titles. These forums should contain ads placed directly below the featured post, as they stand a higher chance of being noticed by the user.

3. Between topic titles

Advertisements placed between article titles on discussion forums have significant potential. Anyone who wants to take part in the discussion has to visit the page containing the list of threads. Therefore, you should take advantage of this fact.

Remember that the ad model should match the appearance of titles, i.e. if the page presents discussion threads by showing the thread title only, you should use a narrow strip.

However, if the page presents the thread title accompanied with a short description in a separate line, you should use a similarly built model:

4. On successive thread pages

Discussion forums that are so extensive that posts do not fit on a single page, because users add so many posts under a given thread, should take advantage of this fact and place ads next to page numbers.

and

The most profitable advertising models in articles

Based on our experience, the most effective advertisements are those that are directly surrounded with article text. The reader’s eye focuses on the article’s contents and rarely follows the contents of the left or right column. That is why ads should be placed within the Internet user’s field of view.

Below are some examples of interesting and effective methods of incorporating ads into the text. Click to enlarge the photo.

1. Below article leads
Ads placed between the article’s lead and content are often the most profitable. After the user takes a look at the article’s contents, he or she may also register the ad. If the context of the ad matches the article’s contents, the reader is more likely to take interest in the ad.

Important!Remember that ads open in a new window, so you will not lose any website traffic.
Important! If possible, try to choose an advertisement model compatible with Adkontekst Exclusive advertising.

Example of implementation on WieszJak.pl with Adkontekst Intertext

Example of implementation on WieszJak.pl

Example of implementation on PolskiNa5.pl

2. As an in-text rectangle
Rectangle ads belong to the most popular advertising models on the Internet. The most common form is a 300×250 pixel rectangle with 4 ads without URLs. No wonder that these boxes are highly valued by Publishers as profitable advertising models. Rectangle ads also work very well in articles. There are three options for placing a rectangle ad in the text:

• Right text float
This model is effective, because the ad is placed directly next to the contents of the article read by the user. This kind of ad gives users a chance to familiarize themselves with and make use of advertisers’ offers.

Example of implementation on Ściągawa.pl

• Left text float

Visualisation on Egospodarka.pl

• Text-dividing
These ads are especially popular on websites containing relatively long articles. The ad divides the text, focusing the user’s attention on itself. If the ads do not attract the user’s interest, he or she can scroll down the screen to continue reading. However, if the ad seems to meet the user’s needs, he or she may click it and visit the website that contains the offer.
Important! Remember that ads open in a new window, so you will not lose any website traffic.

Example of implementation on NTO.pl

Important! If the size of your website’s article section allows, you can also check out the effectiveness of the widened 336×280 pixel rectangle with 4 ads and URLs or 5 ads without URLs.

3. Directly below the article
This form is effective due to the fact that after the user finishes reading the article, he or she is presented with ads that are contextually related to the content that was interesting enough to make the user read the entire article. The reader gets a chance to respond to the article’s contents by making use of services and products advertised. The ads themselves are presented as narrow strips one below another and resemble “also check out” or “more about” sections. We suggest that ad title colors should match the article title’s color.

Important! The minimum width of this ad should be at least 580 pixel. If the article section is narrower, you should use a 475×200 pixel version with 4 ads.
Important! The 580×100 (minimum) version ensures that text ads will also alternate with the Adkontekst Exclusive graphics-and-text advertisements.

Example of implementation on GazetaPrawna.pl

Example of implementation on GazetaPrawna.pl’

Example of implementation on RzeczPospolita.pl

Example of implementation on RodziceOnline.pl

Example of implementation on Fronda.pl

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