Every site performs uniquely with online advertising so while it may seem like an apples-to-apples comparison to put your ad revenue against someone else’s, there are greater leading factors that should be compared before the bottom line. To understand more read our blog post about The Pitfalls of Comparing RPMs and consider the below questions.
What to compare:
- Niche (What type of content are you generating and who is it attracting?)
- Overall traffic volume (Traffic means the readers or audience on your site)
- Traffic volume by the device (Mobile, Desktop, or Tablet)
- Traffic geography (Where is the traffic located?)
- Traffic time on a webpage (How long is traffic staying on your site?)
- Ad quantity and ad strategy (How many ads and in which placements?)
- Advertiser approvals (Who can buy ads on your site?)
- Content length (How much room is there for ads on a page?)
- Content style and quality (Are advertisers highly valuing the content you create?)
What to focus on to improve ad revenue:
- Increase the content length to give more real estate for ads
- Ensure your content quality is original and engaging so readers return
- Check that your site layout promotes longer session durations
- Use highly viewable places on the page for ads to be implemented such as the bottom of the screen for an anchor leaderboard, the bottom of the sidebar for a sticky ad unit, and the right or left corners for ads like a floating video player or a pillar ad. These placements are the highest performing and should be adopted whenever possible.
Reach out and ask our team to perform a site audit on your ads for customized suggestions. We’re here to help you meet your revenue goals and want to hear from you if those aren’t being met.
Additional resources:
The Pitfalls of Comparing RPMs