chevron_right
chevron_right
What are Charity Ads and Why Do They Improve my Optimization?
Informational/Resource

What are Charity Ads and Why Do They Improve my Optimization?

Last Updated over a month ago
Article Navigation
Introduction
Overview
Tips and Best Practices

Introduction

Welcome to our detailed guide on Charity Ads, an innovative initiative by Ezoic designed to enhance your website’s optimization while contributing to meaningful nonprofit causes. In this article, we will explore what Charity Ads are, how they function, and the multiple benefits they provide to your website. By understanding the strategic purpose behind Charity Ads, you'll gain insights into how they can help improve your CPM, EPMV, and Core Web Vitals (CWV) scores, ultimately leading to better search rankings and a more optimized website. 

Overview

Charity Ads is an innovative feature by Ezoic intended to enhance website optimization while simultaneously supporting various nonprofit organizations. Charity Ads are displayed when there are no advertisers bidding higher than what the Ezoic system requires. Instead of collapsing the ad space or serving a lower-bid programmatic ad, an ad impression for a charity is shown.

Accepting lower bids might initially seem like a viable option as it allows the website to earn some revenue. However, over time, this approach can significantly reduce the average CPM (Cost Per Mille) and EPMV (Earnings Per Thousand Visitors). By continuously accepting lower bids, it signals advertisers that they can keep bidding lower on your inventory, which is detrimental to revenue optimization in the long term.

Ezoic’s approach also involves optimizing the bid floors on your website through its header bidding platform. This strategy helps increase your ad revenues by raising the average CPM and EPMV.

Previously, Ezoic would collapse the page space when advertisers didn't meet the bid demand. This collapsing action, known as "cumulative layout shift" (CLS), was identified as an issue in Google's Core Web Vitals (CWV) update. To mitigate the CLS issue and avoid lowering CPM, Ezoic now serves charity ads in place of lower-bid advertisements, which in turn helps maintain a higher core web vital score for CLS.

Charity Ads are activated by default for all publishers to support these benefits. These ads prevent space collapse on the page, thereby potentially improving search rankings by enhancing the CWV score for CLS. Publishers who prefer not to use this feature can disable it through the Ezoic dashboard under Ezoic Ads > Ad Campaign. However, disabling this feature may cause ad spaces to collapse, negatively affecting search rankings.

Overall, the purpose of Charity Ads is to positively impact your CPM, improve CWV scores, enhance search rankings, and contribute to charitable causes.

Tips and Best Practices

  1. Maintain High Bid Floors: To optimize your ad revenue, it's crucial to maintain higher bid floors. Accepting lower bid prices on ad impressions can lead to a decrease in your average CPM and EPMV over time. By setting higher bid floors, you ensure that advertisers understand the value of your inventory and are encouraged to bid accordingly, thus increasing your revenue.
  2. Monitor Core Web Vitals (CWV): Keep an eye on your website's CWV metrics, especially Cumulative Layout Shift (CLS). A good CWV score can improve your search rankings, so it's beneficial to leverage features that contribute positively to these metrics.
  3. Utilize the Ezoic Dashboard: Regularly review your settings and performance in the Ezoic Dashboard to optimize your website's performance and revenue.
  4. Stay Informed About Updates: Ezoic's platform and features are constantly evolving. Stay updated with the latest changes and improvements by regularly checking the Help Center and your dashboard notifications. Understanding these updates ensures you are leveraging all available tools to optimize your website's performance and revenue.
× Enlarged Image

Loading ...