Ezoic Ad Tester - Case Studies (Part 2)

Modified on: Wed, 13 Jan, 2021



SwingBySwing.com is a digital publisher that features gold news and insights. SwingBySwing.com has grown quickly due to the popularity of their mobile app for golfers and is one of the top digital destinations for golfers and gold enthusiasts on the web. In late 2015, SwingBySwing started noticing declines in their ad earnings from their existing ad relationships. Despite their strong web traffic, user experience metrics and earnings reports were trending in the wrong direction. This inspired the site owners and operators to explore new optimization solutions for their site. 


In May of 2016, based on conversations with Ezoic, SwingBySwing.com decided that the best way to optimize their site was through testing variables responsible for user experiences and ad earnings. They chose to use the Ezoic artificial intelligence platform to perform these tests and optimization. 


How Swing By Swing Increased their Revenue

SwingbySwing.com started by dedicating only 20% of their traffic to optimization on the Ezoic platform. Ezoic works by testing ad combinations on a per user basis to optimize both earnings and important user experience metrics like bounce rate, time on site, and pageviews per visit.  SwingBySwing.com worked closely with the Ezoic publishing team early on; as they understood going into this process that multivariate website testing often takes time.

In the first few months, SwingbySwing.com only saw incremental increases in ad revenue. Once they began seeing small progress on the traffic they were testing, SwingbySwing.com worked with Ezoic to increase the percentage of traffic they allowed the system to optimize. As Ezoic’s artificial intelligence did it’s work on the increased traffic, their earnings per thousand visitors (EPMV) nearly doubled in the months that followed. Ultimately, their total site earnings from ads increased approximately 100% in just their first 6 months of using Ezoic despite a slow start.

SwingBySwing.com understood the patience that was required with per user testing and optimization, and made decisions based on data to drive a successful outcomes. However, some of their greatest benefits from testing and optimization extended far beyond revenue increases...


How SwingBySwing.com Dramatically Improved Session Duration

In their original plan for improving their site, SwingbySwing.com wanted to do more than just maximize ad earnings, they wanted to improve user experiences as well. They knew that both were critically important to the future of their site.

One of the aspects that intrigued SwingbySwing.com most about testing and optimizing ad combinations on a per user basis through Ezoic, was the ability to ultimately improve the ways users interacted and engaged in their content.

Time one site (or session duration) was a very important element in this equation. SwingbySwing already had a very good average session duration. However, as they tested more and more traffic with Ezoic, they found that they were actually able to increase session duration by 2 minutes and 25 seconds (approx. a 95% increase).

The correlation between session duration improvements and ad earnings improvements were nearly identical. They attributed the unprecedented success to Ezoic’s artificial intelligence learning from the early portion of traffic and ultimately optimizing it as more traffic was sent to the platform in the months following implementation.



How SwingBySwing Killed Their Bounce Rate & Improved SEO

Prior to any testing or site optimization projects, SwingBySwing.com already had a very low bounce rate. It was not necessarily an area in need of dramatic improvement;however, as with session duration, SwingbySwing.com noticed a considerable drop in bounce rate following their first few months of testing.

They were very happy to find that these improvements in bounce rate and session duration directly correlated to higher organic traffic and a larger number of organic keywords that the site ranked for in search engines.


Since these user experience metrics offer strong search ranking signals, they were not surprised to find that the search ranking improvements directly correlated with all the other site optimizations provided by the Ezoic platform. 

Time-Related Website Sees Improvements After Using Ezoic

This time-related publisher started using Ezoic in the fall of 2016. Their website included content related to a popular time zone and also featured additional related content. It currently ranks #1 in organic search for several very high volume keywords. Prior to starting with Ezoic, they were interested in optimizing both user experience and revenue for their website. The site averaged approximately 1.5 million visitors per month. 

The site decided to start testing ad combinations to improve site performance. They elected to use the Ezoic platform to automatically perform these tests; since Ezoic allows sites the ability to partition only small amounts of their traffic to testing in the beginning (allowing the majority of their traffic to go their original site for comparison). 

The site started by only testing 15% of their website with the Ezoic system. After initial results showed significant progress over their existing site, the publisher ultimately increased the amount of traffic they sent to Ezoic to 90%. 

In only a couple of months, this time related publisher saw improvements in ad revenue, bounce rate, pageviews per visit, and session duration. 



Publisher Quickly Sees Major Lift in Revenue 

This publisher saw improvements in their earnings per thousand visitors (EPMV) within the first month of using Ezoic. EPMV allowed them to compare apples with the non-Ezoic version of their site by simply accounting for earnings accumulated per visitor basis. 


After just five months of automated testing and optimization, the website saw uplifts in desktop revenue by 79%, and tablet revenue by 17%. 

Ezoic gives site owners the ability to configure testing to their specifications, so this publisher originally elected to exclude mobile testing early on; which is why mobile revenue remained stagnant. 

In addition to the unprecedented and exceptional improvements in website revenue, this publisher also saw dramatic improvement in site performance related to user experience. 


Website improves both revenue and user experience metrics

Since the Ezoic system always optimizes ad combinations and website elements for both revenue and user experience, this publisher also saw dramatic improvements in session duration, bounce rate, and pageviews per visit by testing and optimizing their site using the Ezoic platform.

In the first five months, this publisher saw...

  • An increase in session duration of 1:09
  • A 43% reduction in bounce rate
  • A 5% improvement in pageviews per visit

After seeing these results, the publisher elected to send more traffic to the Ezoic system; as Ezoic has shown that the more time a site spends on the platform, the more dramatic overall improvements tend to be. 

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