Ad network performance relates to the ad revenue a publisher earns through a selected ad network. Metrics to watch include your RPM, comparing it impressions served also your total ad revenue earned.
When comparing your ad network’s performance to a different , publishers can determine whether the actual ad network is underperforming, on par with others, or maybe performing better. Publishers can then limit or decrease their exposure to low-performing ad networks and increase exposure to those performing better. Alternatively, they will choose which ad networks to focus their ad optimization efforts on to enhance results.
How are you able to compare ad network performance and via different metrics? It’s possible via various reports in Google Ad Manager or maybe with manual reporting, but that would take up tons of your time to line up. Also, it are often a posh process for fewer experienced publishers, and any mistakes made could skew the results.
COMPARING AD NETWORK PERFORMANCE WITH PUBGURU
With PubGuru, MonetizeMore’s ad optimization platform, publishers get access to a unified dashboard where they will see ad network performance and compare results across the board. It’s called the Ad Network Report. Once found out , publishers got to log into the dashboard, and in seconds, they’ll have all the info they have to research ad network performance.
Here’s an example of the Ad Network Report:
The report enables publishers to try to to the following:
Select any, all, or specific ad networks you would like to match performance against.
Compare performance via three different metrics like gross sales , ad impressions, and ad RPM.
See leads to other currencies like USD, EUR, CAD.
Export all results and more!
Find out more about PubGuru here.
ANALYZING PERFORMANCE AND TAKING STEPS to enhance IT
Keep in mind that ad revenue and performance from ad networks can and can fluctuate. There are seasonality factors at play. for instance , Q4 usually attracts many advertising dollars and competition between advertisers since it’s the top of the year and includes holiday events like Black Friday and yuletide .
This generally results in better ad performance across the board. the subsequent year in Q1, things might look tons different. Ad budgets are generally rock bottom during these months (January, February, March) compared to Q4, which results in low performance.
Be sure to read our ad revenue seasonality guide and check out out a number of our ad optimization tips before making any drastic ad network decisions.
General optimization tips
When faced with low-performing ad networks, it could even be that the ad network doesn’t had best together with your audience and features a general low-paying advertiser pool. it’d even be a symbol that you simply got to test different ad unit types, ad layouts, ad optimization techniques, or maybe consider adding header bidding to the combination if you haven’t done so already.
What about the geography of your users? If most of them come from Europe, but the ad network focuses on US traffic, performance are going to be low. In such a case, it might be better to check a billboard network that focuses on the traffic-geo associated with your audience.
Be sure to see out this text where we show you ways to optimize your ads, especially if your site has been growing in traffic: https://www.monetizemore.com/blog/ad-optimization-strategies-reach-1-million-pageviews/.
Keeping an eye fixed on discrepancies
Clicking on the ‘Discrepancy’ button for every Ad Network will open up the discrepancy page that appears like this:
The discrepancy is calculated as =(Ad Network data / GAM data) x 100. Green means the Ad Network Report is above Google Ad Manager and red if the info is above the ad network’s data. Use this as a guide when optimizing the road items competing in your inventory. for instance , if the Ad RPM under Google Ad Manager shows $0.53, you’d multiply it by internet Revenue discrepancy (in this case 1.7542 because 75.42% in green means, the Ad Network Reports 75.42% above 100%).
It shows that this ad network is overscaled. it’s found out in Google Ad Manager less than what it actually pays which could hurt the competition. It’s also a lost opportunity especially if this is often set as Price Priority wherein its priority within the auction depends on the road item CPM rate.
So within the above example, if you’re using the 2021-04-10 report, you’d calculate it as $0.53 x 1.7542 = $0.94. You then attend this ad network item and set the CPM rate to $0.94.
Keep checking daily, use the foremost recent data and optimize accordingly to enhance results.
Now that you’ve got a far better understanding of ad network performance, it’s time for you to start out analyzing results. If left unchecked, you’ll be running a billboard from a billboard network with low performance and be losing out on ad revenue as we speak.
For some, this will be a frightening task and take tons of their time. Why not let MonetizeMore roll in the hay all for you instead? Our teams of ad optimization experts will analyze, optimize and improve ad network performance for every ad network and optimize your ad inventory across the board.