From Tyler Bishop, Head of Marketing
I always think it’s useful to have data that is actionable, so I wanted to quickly share some info we recently conducted a study on. We found the top 5 ways that Ezoic users could improve EPMV and overall performance. We’ll have a video out soon about this, but I wanted to share as many details as possible here as well.
Even our top-performing sites did not have some of these best practices in place. I recommend reviewing your site and using the resources below to see how they can impact your site’s performance. (Note: if you implement these and see a big boost in overall EPMV or SEO, please let me know I’d love to highlight your success to the larger community).
Couple quick tips if you want to improve EPMV right now:
1.) Ensure you have enough placeholders on all devices (and that they are labeled correctly using the Chrome extension) https://support.ezoic.com/hc/en-us/articles/360001443792-Increasing-Revenue-By-Optimizing-Ezoic-Placeholders 41
Because these placeholders are just representative of possible ad locations, you can add as many as you like per page. We recommend adding at least 10-15 per page or 1 of every position type where there is the content to support it.
2.) Make sure all existing ads are wrapped. This means that any ad tags or ad placements that were on your site before you started using Ezoic, or on your site right now alongside Ezoic, are wrapped in Ezoic code. If Ezoic cannot see other existing ads on the page, there is a good chance that they are diluting the overall value of all the ads and could be negatively impacting UX as well.
Ultimately, if all ads are wrapped, we see that publishers make far higher earnings than they would with Ezoic + any revenue that is coming from non-wrapped ads.
We see a lot of publishers running Ezoic alongside other ad tags on their sites. This is not how Ezoic was designed and is one of the number 1 reasons why we see publishers have non-optimal performance. https://support.ezoic.com/hc/en-us/articles/206156296-How-To-Wrap-Your-Ads 27
3.) Link AdSense via Mediation. If you have an existing AdSense account, linking it via the Mediation app will help Ezoic leverage some of the historical data that your account has generated. This improves how Ezoic’s machine learn. The revenue generated by your existing AdSense account via Mediation will actually appear in your AdSense account, not Ezoic, but will be reported in Ezoic’s dashboard. https://support.ezoic.com/hc/en-us/articles/115002321192-Linking-AdSense- 21
4.) Turn on Ezoic Caching. If you do not have the caching app installed, try turning on the Caching app and activating Ezoic’s CDN. This will ensure faster site speeds and help Ezoic improve performance overall. I know some users have dynamic sites, like forums, that cannot leverage Ezoic caching. In that case, it is always good to check with firstname.lastname@example.org to see what options might be available.
That said, it is worth checking in Big Data Analytics if caching is actually working on your site.
If you see a lot of Ezoic cache “misses”, it is likely because cache headers on your existing site are preventing Ezoic from caching things properly. Often, this is not the publisher’s intention. Changing the cache headers can help with this.
Often, a WordPress plugin or other service may be causing this. Ezoic’s app does have the ability to override existing site rules, but it is not recommended as a first step in troubleshooting this. More info on unique caching questions here: https://support.ezoic.com/hc/en-us/search?utf8=✓&query=caching&commit=Search 12
5.) Try the Site Speed App. Ezoic’s new site speed application is available in the Ezic app store. Right now, it features tools for easily optimizing and async-loading CSS and images (including ads - which is hard to do without Ezoic).