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A publisher’s revenue is determined by how much capital advertisers are willing to pay for their impressions on their sites. And the CPM rate has commonly been equivalent to the pulse rate (the higher your CPM is, the more your traffic value, the bigger your profit is).

For African publishers’ luck, there was a big rise in traffic for most websites in 2020, which came to a head in June and remains at very high levels. The online navigators for South Africa’s provide a good overview of this trend. But everything seems so clear and simple until your CPM rate starts going down.

In the world Advertiser- Ad Network-Publisher, it is only one single group that decides how much the “impressions” will cost, the advertisers. They might bid highly for your traffic, and they might drop their interest. Ad networks show those alterations and update their cost-for-thousand impressions rates for publishers. Advertisers propose a solution: to push more or less by having in mind all the multiple factors. These factors are firmly connected and guide each other. 

Let’s have a look at these tips you can apply to your site in order to maximize your CPM rates:

Correctly place ads on your website for increasing ad viewability

Improving ad viewability is one of the main solutions provided for increasing CPM rates. Advertisers have expanded the number of statistics that they contemplated for analyzing an inventory. Ad viewability is one of those statistics/metrics, along with brand mentions, return on investment, and others.

You also need to make sure you’ve copied the whole code to put it on your website. And place the code as proposed by your ad network. Do not forget to create a new code after you switch your site from HTTP to HTTPS.

If you want to place several similar banners, get unique codes, as they contain different IDs. So, do not put one code twice if you want 2 banners to rotate on a website page.

Finally, you also need to examine your platform specifications. In case you want to use code plugins like WordPress, make sure they don’t add any extra data to the ad script. The same goes for text editors that add or change pieces of code. 

Geo-targeted traffic data collected from the website

Explore all the aspects of your traffic as if you were an investigator! etc. Perhaps, the number of visitors hasn’t changed, but you’ve lost a loaf of the audience from particular countries or mobile users. Probably the best resource that a publisher owns in today’s time is data collected through analyzing their website audience. 

This audience data is a really valuable and helpful source and can raise the worth of a publisher’s inventory to a considerable amount. Publishers can either do this by investing in a quality data administration platform or through audience sectionalization in Analytics.

Audience engagement 

The more time users spend time on your website, the more they are probable to interact with ads (clicking on them), and the more revenue you will get. Advertisers are hesitant to pay for dull traffic. Your website analytics structure likely builds such metrics as page-views and average time on the website. They reveal how engaging your content is. You can try different analytics websites that build straightforward frequency reports with great handy based on your traffic. 

Number of unique users

If over 90% of website visitors are your loyal audience or returning visitors, advertisers may eventually cut down your CPM. Why would they do that? Because it is not likely that one user will respond to related ads multiple times, so when advertisers compress the maximum from the traffic, they look forward to seeing an ingress of new users. 

One more possible reason for declining your CPM rates is “ad blindness”. Trusted users pass over ads when they meet them over and over again, while the new users are more likely to be charmed.

Choose the right ad formats 

On this occasion, publishers must reflect through the user’s perspective. If the website, for example, has more content of videos, then video ads are more reasonable as the user evidently prefers videos. There are several formats that publishers can experiment with, for example: native ads, banner ads, or rich media ads. One of the best-known ad networks in the ad industry that can help you with that is MediaFem.This is a full-service SSP platform located in the UK, with more than 12 years of experience in ad monetization. Many publishers around the world use its native codes to stimulate users to view more articles on the same site or to increase its revenue for referral traffic. 

Powered by a modern predictive engine, the platform equips publishers with capabilities that are vital to digital media success, including A/B testing, intelligent reporting, and personalization features. You can sign up in MediaFem here.

Traffic quality 

Regardless of how many visitors you have, advertisers are determined to pay for quantifiable and reliable traffic. If you have lately purchased traffic from unreliable proveniences, your revenues will soon disappear.

Increasing CPM rates cannot be a unique and standard procedure for all. If these tips don’t work out for you, publishers might think about dealing with their CPM rates individually. In addition, we also suggest publishers to keep an eye on the developments and evolution in the advertisement  industry and how it can affect them.


Also published on Medium.


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