www.matomy.com
The essential guide for web publishers
TO
MAXIMIZE
YOUR REVENUE
10 TIPS TO MAXIMIZE YOUR REVENUE
As manager of the publisher network at Matomy, I work with my
publisher monetization team to assess the quick changes that publishers
in the Matomy network can implement to quickly ramp-up their
ad revenue. It often amazes me to see how much added revenue
publishers can generate using simple tactical moves and quick fixes to
their website.
Follow these best practices to quickly begin to uncover your true
revenue potential.
SHIR ROSS
Manager of Publisher Network
Generating more from your website doesn’t necessarily mean rebuilding
your webpage, flooding it with ads and disrupting your user experience.
TIP 1
|
WORKING WITH YOUR AD NETWORK
Filling your last-call impressions is a service that
certain ad networks are able to offer, to give you
100% fill on your traffic.
However, the real value that a network can offer you is when you combine this fill
with guaranteed earlier impressions. That way your entire inventory receives added
halo-effect benefits like dedicated budgets from premium advertisers, customized
buying plans, etc.
Divide the traffic that you give your ad network into
two groups: Early and remnant impressions
Backfill traffic often means very late impressions that, by nature, will not yield high
performance. Therefore, don’t judge a performance-based network only by its
backfill rates. When you are planning your monetization strategy, know that ad networks are not just for backfill, they can offer significant value on your early
impressions.
TIP 2
|
WORKING WITH YOUR AD NETWORK
Test many demand verticals to see which ones
perform best on your specific users and give you the
highest value for every impression.
Don’t Limit Your Verticals
TIP 3
|
WORKING WITH YOUR AD NETWORK
While you may think that your users want to see Gucci and Nike campaigns, often they will interact more, and therefore generate more, with direct response
campaigns such as, online games, lead generation and mobile applications.
Make sure to highlight to your account manager what verticals are a no-go so that
your brand safety and user experience requirements are met while increasing your
If you don't have video on your site yet, now is
the time to generate this content and take
advantage of a lucrative new ad real-estate.
If you have video content already, and are still streaming it through 3rd
party hosting solutions, you're missing out on premium ad placements like pre, mid, and post-rolls. Invest in your own player (or get one from
your ad network) and use this real-estate to your benefit.
Video is Booming so
Don’t Get Left Behind
If you know your user trends well (beyond the
usual age, gender, and surfing geo) share this
information with your ad network.
Your account manager will be able to group different users into targetable
clusters and serve them with more relevant ads.
Give More, Get More
Targeting different day parts based on user profiles
may enable you to add high yielding ad placements
that complement your changing visitors at different
parts of the day.
People accessing your website at night from their home use it differently than when
they are on their tablet or computer at work.
For example, consider targeting your late-night male users following-up on their sports scores with lucrative premium offers on a layer placement targeted specifically
to them.
Timing is Everything
Different parts of your website attract different users.
Make sure you get the most from every section.
Your account manager will work with you to find different ways of earning more
money from key lucrative placements.
For example, match the new mom shopping for the latest baby gadget deep inside your portal with a specific placement and day part showing a campaign placed specifically for her.
Dig Deep to Find the Gold
Talk to your account manager about a balanced and
effective ad placement layout and quantity.
A common myth is that if you turn your page into a banner farm, you'll multiply your income by the number of new additional placements – this is completely false and
often lowers your overall revenue, not to mention harms your user experience,
which is more important than anything.
Side by side or stacked placements typically hurt one another's performance,
causing the user to not click at all (but rather click the exit sign out of the browser).
More Placements Don’t Always
Mean More Money
Take the time to visit your site from your smartphone
or tablet to see how your users experience your site
during their morning commute.
Even if you don’t have a mobile-optimized site, talk to your ad network about mobile
ad solutions and get expert advice on metric separation, app/mobile-optimized specific demand and more.
Your Mobile Users Count
Add special ad placements to raise your eCPM
without bothering your users.
A layer ad that elegantly pops up between certain key pages with a relevant
offer, or a catfish banner that arrives on the page in the user's second page view/after scrolling, can be a delicate and elegant way to generate more
form your users in an unintrusive manner.
Think Outside the Banner
TALK TO US
SHIR ROSS
Manager of Publisher Network
This is just a starter kit of essential best practices in monetizing site
traffic. Adhering to these fundamentals can lead to a positive effect on
your monthly ad revenue.
My team and I are here to help you
learn more and uncover your true
ad revenue potential.
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Think outside the banner– Generate more from your users in anunintrusive manner, through layer ads, catfish banners and more.
Your mobile users count– Visit your site from your smartphone or tablet and talk to your ad network about mobile ad solutions.
More placements don’t always mean more money – Avoid “banner farms”. Side-by-side or stacked placements typically hurt one another's performance.
Timing is everything– Target different day parts based on user profiles.
Give more, get more– Share user browsing trends with your ad network and any other user group distinguishers that you may have.
Dig deep to find the gold – Enable targeting of different pages within
your site to earn more from key lucrative placements.
Better spots, better service – Enjoy the halo effect of benefits from your ad
network when they monetize both your remnant and guaranteed inventory.
Don’t judge based on doggy-bag traffic – Divide the traffic that you give
your ad network into two groups: Early and remnant impressions.
Don’t limit your verticals– Test many demand verticals to see which
ones perform better on your specific users.
Video is booming so don’t get left behind– Invest in your own player or get one from your ad network.
