Increasing Revenue By Optimizing Ezoic Placeholders
Our support team will often uncover common best practices that many publishers have failed to implement across their sites.
Below is a list of common optimizations that increase revenue and result in better user experiences for visitors.
What optimizations matter most?
Before going any further, it is important to mention that one of the biggest things that can be done to optimize revenue is to wrap all existing ads on your website pages (see our study on this here).
None of these following optimizations will be nearly as impactful unless all ads are wrapped (see how to do this here).
What small changes provide the biggest impact?
- Adding placeholders
- Many times, placeholders are setup with Ezoic Ad Tester when a publisher first starts using Ezoic; however, it is common that an optimal number of placeholders are not implemented on the site. This means that important ad types and locations are not included in segmented testing; causing the publisher to earn less than they could if more placeholders were selected.
- Above, you can see a site that only had 8 placeholders. The blue line represents where their earnings would have been if they would have remained with this number of placeholders. The green line represents how much they ACTUALLY earned after adding a total of 18 placeholders to their site's pages (note: these are just placeholders (potential locations), NOT the total number of ads that will actually show).
- Adding placeholders using the Ezoic Chrome extension is really easy (get a refresher on how to drag and drop more placeholders here).
- In the EPMV image above, you can see this site actually saw linear improvements in total session earnings month over month for nearly 6 months after adding only 6 new placeholders. Remember, adding placeholders does not mean that your site will show more ads. It just means Ezoic can test more types and locations on different visitor segments. This offers some pretty big impacts.
- Below you can watch a video of one of account team members reviewing this on a webinar we hosted a while back.
2. Ensuring mobile placeholders are optimized
- It is very common that when placeholders are implemented that they are done only from a desktop device perspective. This means often, publishers will not have enough placeholders in enough locations for the mobile versions of their site (a good way to check this is to see if your mobile EPMV and desktop EPMV are dramatically different).
- Above, you can see a site that discovered that they did not have any placeholders "mid content". Most of their placeholders were at the top of the page or in the sidebar on desktop, and they used these same placeholders on mobile devices.
The problem is that the desktop sidebar appears at the bottom of the page on mobile devices for many websites; meaning that on mobile the majority of this site's ads were at the bottom of the page, and rarely viewable to mobile visitors; causing lower ad rates.
- By adding mid-content placeholders for all devices, they saw huge EPMV (session revenue) increases. This resulted in them seeing a 105% earnings increase on mobile in just 3 months.
- One of the best ways to view placeholders on mobile is to right click your site pages and select "inspect". Then, select a mobile device from the viewport selector, refresh the page, and see how placeholders appear on the site from a mobile perspective when the Ezoic Chrome Extension is enabled. A sign things are doing well is that you see placeholders on the page in the viewport as you scroll.
In most cases, all publishers can benefit from adding more placeholders and figuring out how to add additional ad types and placements to their sites.
Once again, this just gives Ezoic more to test with different visitor segments. The more Ezoic has to learn from, the more it can optimize revenue and experiences for every visitor.
If you have any issues implementing these optimizations, contact firstname.lastname@example.org for assistance.