Why Do I Need To Wrap My Ads?

Modified on: Sat, 4 Jul, 2020 at 12:19pm

During the setup wizard for Ad Tester, you will be asked to wrap your existing ads


Wrapping your existing ads allows Ezoic to include them in testing. For the portion of traffic that sees your original (non Ad Tester) version, they will see your original ads. If you have unwrapped ads, they will show up on all versions - both the original and the Ad Tester versions. However, Ezoic's system won't be able to track the performance of the unwrapped ads or see how they impact the overall revenue and user experience. Also, there may end up being too many ads per page because the unwrapped ads show up alongside ones that Ezoic is testing.


This creates an issue and directly impacts Ezoic's performance. For the best results, we recommend wrapping all your existing ads - both native and display - and making sure you have a lot of placeholders on the site. If an ad is added to the site using a script, you can comment it out using the guide here



Wrapping existing ads leads to higher ad revenue


While it may seem surprising, wrapping ads can help publishers seriously improve their revenue. This is because an individual ad on a page can actually reduce the value of the other ads on the page - sometimes markedly so. This could be either through increasing the bounce rate (through reduced UX) or by discouraging advertisers from bidding for other ad slots on the site.  


One of the most important things Ezoic does is learn from visitor behavior and visitor engagement over time. If certain variables are missing, like ads that aren't being accounted for, Ezoic is learning without sufficient info and cannot make all the right decisions.


image

Ezoic's AI helps to make sure that the ads work together as a whole to improve your overall revenue. So once you've wrapped all of your ads, Ezoic can optimize your site much more effectively. 


The impact on an individual site will vary, but overall wrapping ads is one of the best revenue optimization techniques you can do on the Ezoic platform. 



Case Study 1


epmvincreasadwraps.png
wrappingadspractice.png


This website did not have 3 of their existing ad units wrapped; preventing Ezoic from accounting for them in optimization. It turns out that these ads were diluting the value of all ads throughout the session.


Once all the ads were wrapped on this website, EPMV nearly tripled. This resulted in an increase of nearly $500 per day in revenue.


The unwrapped ads were badly diluting the ad value; severely limiting the capacity for Ezoic to improve the publisher's revenue.


pgvwrapads.png


This site also saw a slight increase in pageviews per visit, as now Ezoic was able to better understand the relationship between average pageviews per visit and ad density.



Case Study 2


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This publisher saw a 43% increase in EPMV once they decided to ensure that all ads on their site's pages were wrapped. 


They had previously thought that several ads on their page "didn't need to be optimized" by Ezoic, so they left them unwrapped for a period of time.


Once they elected to wrap these ads, their revenue roughly doubled in the next 4 months (nearly an additional $2,500 per month).


adwrappedagain.png


The reason why this publisher saw such a dramatic revenue increase was due to the effect those unwrapped ads were having on all other ads. Once wrapped, Ezoic could better account for the way things like page ad density affected total session revenue and long-term ad value; resulting in fast revenue improvements.


Example of Wrapping an Ad


Let's say you create an Ezoic ad placeholder shown below:


<!-- Ezoic - above definition - under_second_paragraph -->

<div id="ezoic-pub-ad-placeholder-100">

<!-- optional: your normal ad code can go here -->

</div>

<!-- End Ezoic - above definition - under_second_paragraph -->

 

If you had an Adsense code on your site that looks like this:


<script async="" src="//pagead2.googlesyndication.com/pagead/js/adsbygoogle.js"></script>

<!-- 1-banner-1 -->

<ins class="adsbygoogle" style="display:inline-block;width:468px;height:60px" data-ad-client="ca-pub-123456789101112" data-ad-slot="5744848575"></ins>

<script>

(adsbygoogle = window.adsbygoogle || []).push({});

</script>


You would simply place the code where the


<!-- optional: your normal ad code can go here --> 


is in the Ezoic Code - so the final result would look like this: 



<!-- Ezoic - above definition - under_second_paragraph -->

<div id="ezoic-pub-ad-placeholder-100"></div>
<script async="" src="//pagead2.googlesyndication.com/pagead/js/adsbygoogle.js"></script>

<!-- 1-banner-1 -->

<ins class="adsbygoogle" style="display:inline-block;width:468px;height:60px" data-ad-client="ca-pub-123456789101112" data-ad-slot="5744848575"></ins>

<script>

(adsbygoogle = window.adsbygoogle || []).push({});

</script>
<!-- End Ezoic - above definition - under_second_paragraph -->


*Wrapping link and native ad types:

 

It's important to make sure, when wrapping ads from your original setup, that link units and native ads are identified as such. Don't worry - this is easy to do, and just involves a slightly different code from your display ads. When you reach step 3, instead of clicking "create display unit", click "add native" or "add link" in your Ad Tester app.
 

ad_tester_link.png

 

The resulting code produced will then be similar, to this display code:

 

display1.png


only with "link" or "native" identified as the position type, for example:

 

link_1.png

 

native_2.png

 



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