Optimize Your

Ad Earnings9 Key Steps To Higher Fill Rates

Agenda

I. What & Why

II. Nine Keys To Higher Fill Rates1. Publish Great Content

2. Name Your Own AskPrice

3. Add Backup Tags

4. Beat Your Backup Tag eCPM

5. Test Different Layouts

6. Follow Best Ad Placement Practices

7. Use High Demand Ad Sizes

8. Overcome iFrame Blocking

9. Verify & Update Ad Blocking

III. How To Measure Your Success

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What Is Fill Rate?

Define

• Fill rate is the percentageof times an ad is served

Calculate

• Number of ads served / number of ad requests sent x 100

Understand

• 1,200 / 2,000 x 100 = 60% fill rate

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Why Is Fill Rate Important?

Money• Higher fill rates means that your inventory is in demand by

advertisers at a price they are willing to pay

Shows Your Site Is• Credible

• Trustworthy

• Relevant

Factors of Influence• Fill rate varies based on traffic, pricing, content, market,

and audience

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Agenda

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I. What & Why

II. Nine Keys To Higher Fill Rates1. Publish Great Content

2. Name Your Own AskPrice

3. Add Backup Tags

4. Beat Your Backup Tag eCPM

5. Test Different Layouts

6. Follow Best Ad Placement Practices

7. Use High Demand Ad Sizes

8. Overcome iFrame Blocking

9. Verify & Update Ad Blocking

III. How To Measure Your Success

Key #1: Publish Great Content

Content, Content, Content• Drives traffic

• Draws an audience

• Determines contextualization

• Delivers engagement

See How Your Content Contextualizes• http://www.contextweb.com/contextualizer_demo

Action• Publish relevant content on a consistent basis where you share

your expertise and solve your target market‟s common issues and problems

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Key #2: Name Your Own AskPrice

OverPricing• An inflated AskPrice can put your

inventory out of an advertiser‟s reach

if advertisers on the Exchange can find

comparable inventory at a “market” price.

Starting Point• Name your AskPrice 20% higher

than the eCPM of your backup tags

such as Google AdSense.

Action• Test and experiment to find the right combination of AskPrice vs. fill rate

vs. total revenue earned.

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Key #3: Add Backup Tags

Work With Other Ad Networks

• Enables you to continue working with

your existing ad networks like

Google AdSense.

Never Risk Your Existing Revenue

• When advertisers on the exchange don‟t

meet your AskPrice or beat your current eCPM, ad impressions will be

passed to your backup providers.

Compensate For Campaign Cycles

• Fill rate at the beginning of the month is normally lower as older

campaigns have ended and newer ones are starting.

• This can cause a temporary drop in fill rate.

Action

• Ensure your backup tags are properly set to offset lower fill rates at the

start of the month.

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Key #4: Beat Your Backup Tag eCPM

2nd Opportunity To Earn More

• If advertisers are not able to meet yourAskPrice, advertisers on the exchange will compete to beat your backup tag eCPM.

Starting Point

• Automatic: Add login information of yourbackup providers for daily eCPM review that advertisers will compete to beat.OR

• Manual: Name your backup tag eCPM and advertisers on the exchange will compete to beat it.

Action

• Enable PerformancePrice so advertisers can compete to beat your backup providers‟ eCPM like Google AdSense.

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Key #5: Test Different Layouts

Two Columns Instead of Three• In tests, two column layouts tend

to outperform in terms of earningswhen compared to three columns.

Number of Ads Per Page• Lower number of ads per page may

produce higher number of ads served.

• Higher number of ads per page may result in lower performance. When performance is low on a page, the number of impressionsbought decreases.

Action• Test different website layouts and # of ads per page.

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Key #6: Follow Best Ad Placement Practices

Put Your USERS First

Use Good Ad Placement1. Above the fold

2. Near or within rich content

3. Near top horizontal navigation bars

4. Directly below the end of the content

Action• Test & experiment where you place your ad tags

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Key #7: Use High Demand Ad Sizes

Fill rate can be associated with advertiser demand and it varies based on the ad size.

Ad sizes are listed in the orderof demand (highest to lowest):

1. 300 x 250

2. 728 x 90

3. 160 x 600

4. 120 x 600

Action

• Enable ad sizes with the highest fill rates

• Include more than one ad size per page

• All without harming your user‟s experience

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Key #8: Overcome iFrame Blocking

iFrame

• Frames allow a visual HTML browser to be split into segments

Challenge

• Impressions “hidden” within i-frames may not be contextualized

Action

• Install SmartFile to enable CONTEXTWEB to monetize impressions

within i-frames

• Instructions for installing SmartFile can be found at

http://doc.contextweb.com/display/SmartFile/SmartFile+Installation+Inst

ructions+for+Publishers

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Key #9: Verify and Update Ad Blocking

Ad Blocking

• The more ads you have

blocked, the less options there

are to serve you.

Action

• Verify and update your blocking parameters.

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Agenda

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I. What & Why

II. Nine Keys To Higher Fill Rates1. Publish Great Content

2. Name Your Own AskPrice

3. Add Backup Tags

4. Beat Your Backup Tag eCPM

5. Test Different Layouts

6. Follow Best Ad Placement Practices

7. Use High Demand Ad Sizes

8. Overcome iFrame Blocking

9. Verify & Update Ad Blocking

III. How To Measure Your Success

How To Measure Success

Always Be Learning, Testing & Tracking• The best way to learn is to „do‟

• Set aside time to review what you learn

• Don‟t stop learning, testing and tracking

Champion & Challenger• When you learn something that performs best, have

that be your champion

• Always have a challenger to test it against the champion

• Result: Continual learning, grow expertise and increase your earnings

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Thank You

Continue the discussion online in the Internet

Publisher Forum.

• http://getsatisfaction.com/contextweb

Learn more about being a publisher on the

CONTEXTWEB Ad Exchange

• www.contextweb.com/sellingdesk

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