{"id":5012,"date":"2015-09-11T14:34:52","date_gmt":"2015-09-11T09:04:52","guid":{"rendered":"http:\/\/www.www.adpushup.com\/blog\/?p=5012"},"modified":"2022-09-02T15:58:49","modified_gmt":"2022-09-02T10:28:49","slug":"how-to-maximize-your-ad-revenue-in-dfp","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/how-to-maximize-your-ad-revenue-in-dfp\/","title":{"rendered":"How to Maximize Your Ad Revenue in DFP","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>So you have a <a href=\"https:\/\/www.adpushup.com\/blog\/google-dfp-doubleclick-for-publishers\/\" data-type=\"URL\" data-id=\"https:\/\/www.adpushup.com\/blog\/google-dfp-doubleclick-for-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">DoubleClick for Publishers<\/a> account, have a good hang of its basics, and are serving ads on one or more of your sites. You\u2019re bringing in some ad revenue but really want to increase it. In this post, we\u2019ll be discussing multiple ways using which you can maximize your ad revenue in DFP.<\/p>\n\n\n\n<p>Let\u2019s get right down to it.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-maximize-your-ad-revenue-in-dfp\/#1_Integrate_DFP_with_Google_AdSense\" >1. Integrate DFP with Google AdSense<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-maximize-your-ad-revenue-in-dfp\/#2_Use_Multiple_Ad_Networks\" >2. Use Multiple Ad Networks<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-maximize-your-ad-revenue-in-dfp\/#3_Sign_Up_for_an_Ad_Exchange\" >3. Sign Up for an Ad Exchange<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-maximize-your-ad-revenue-in-dfp\/#4_Configure_Passback\" >4. Configure Passback<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-maximize-your-ad-revenue-in-dfp\/#5_Keep_Non-Relevant_Ads_to_a_Minimum\" >5. Keep Non-Relevant Ads to a Minimum<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-maximize-your-ad-revenue-in-dfp\/#6_Use_Odd_Ad_Sizes_and_Shapes\" >6. Use Odd Ad Sizes and Shapes<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-maximize-your-ad-revenue-in-dfp\/#7_Increase_Your_Pageviews_per_Visit\" >7. Increase Your Pageviews per Visit<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-maximize-your-ad-revenue-in-dfp\/#8_Study_Your_Ad_Analytics\" >8. Study Your Ad Analytics<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-maximize-your-ad-revenue-in-dfp\/#9_Test_Different_Ad_Sizes\" >9. Test Different Ad Sizes<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-maximize-your-ad-revenue-in-dfp\/#10_Test_Different_Ad_Types\" >10. Test Different Ad Types<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-maximize-your-ad-revenue-in-dfp\/#11_Test_Different_Ad_Locations\" >11. Test Different Ad Locations<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-maximize-your-ad-revenue-in-dfp\/#12_Test_Different_Ad_Pricing_Models\" >12. Test Different Ad Pricing Models<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-maximize-your-ad-revenue-in-dfp\/#13_Change_and_Optimize_Often\" >13. Change and Optimize Often<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-1-integrate-dfp-with-google-adsense\"><span class=\"ez-toc-section\" id=\"1_Integrate_DFP_with_Google_AdSense\"><\/span>1. Integrate DFP with Google AdSense<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>DFP makes it easy to integrate your Google AdSense account. AdSense\u2019s large inventory of ads comes in handy when you need to fill your unsold and remnant ad space.<\/p>\n\n\n\n<p>Place AdSense ads at the end of the display order line so they only display if no other higher paying ads are available to be displayed. With Google\u2019s large ad inventory, you will never have an empty ad space.<\/p>\n\n\n\n<h2 id=\"h-2-use-multiple-ad-networks\"><span class=\"ez-toc-section\" id=\"2_Use_Multiple_Ad_Networks\"><\/span>2. Use Multiple Ad Networks<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>DFP allows you to serve ads from multiple ad networks. You can configure ad locations to display the highest paying ad from all available ad networks. If an ad is not currently available, the next highest paying ad will automatically be displayed. This will help maximize your ad revenue.<\/p>\n\n\n\n<p>There are <a href=\"https:\/\/www.adpushup.com\/blog\/the-best-ad-networks-for-publishers-2015-edition-moving-beyond-adsense\/\">many ad networks besides just Google AdSense<\/a>. Make use of them.<\/p>\n\n\n\n<h2 id=\"h-3-sign-up-for-an-ad-exchange\"><span class=\"ez-toc-section\" id=\"3_Sign_Up_for_an_Ad_Exchange\"><\/span>3. Sign Up for an Ad Exchange<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Ad exchanges provide a platform where publishers can sell and auction off available ad space to advertisers. Many allow for real-time bidding so you always get the highest price for your ad inventory.<\/p>\n\n\n\n<p>Keep in mind that an ad exchange will most likely not give you a 100% ad space fill rate. So, make sure you use other ad networks and AdSense as backups.<\/p>\n\n\n\n<h2 id=\"h-4-configure-passback\"><span class=\"ez-toc-section\" id=\"4_Configure_Passback\"><\/span>4. Configure Passback<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>First, let me give you an example of what a passback is. You may be serving ad impressions from a particular advertiser or <a href=\"https:\/\/www.adpushup.com\/blog\/the-best-ad-networks-for-publishers\/\">ad network<\/a> that is only looking for a specific number of ad impressions. When this quota is exhausted, the ad space is filled by the next available advertiser or ad network.<\/p>\n\n\n\n<p>Take the time to configure all your ad passback chains (<a href=\"https:\/\/www.adpushup.com\/blog\/dfp-passback-tag-when-to-use-and-how-to-generate\/\">try the DFP passback tag<\/a>) so you have a better chance of not having an empty ad space. Just taking advantage of passbacks can increase your ad revenue substantially.<\/p>\n\n\n\n<h2 id=\"h-5-keep-non-relevant-ads-to-a-minimum\"><span class=\"ez-toc-section\" id=\"5_Keep_Non-Relevant_Ads_to_a_Minimum\"><\/span>5. Keep Non-Relevant Ads to a Minimum<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>If you are being paid per click, you\u2019ll want to only use ads that are relevant to the content they are displayed along with. Don\u2019t accept ads that have nothing to do with the content the viewer is seeing. These non-relevant ads will rarely be clicked.<\/p>\n\n\n\n<p>If you do have to accept non-relevant ads, make sure you are being paid per impression and not per click. If an ad is relevant to the content on the page, it has a much higher chance of being clicked.<\/p>\n\n\n\n<h2 id=\"h-6-use-odd-ad-sizes-and-shapes\"><span class=\"ez-toc-section\" id=\"6_Use_Odd_Ad_Sizes_and_Shapes\"><\/span>6. Use Odd Ad Sizes and Shapes<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Most visitors are used to seeing the standard ad sizes and basically ignore them (this is known as <a href=\"https:\/\/www.adpushup.com\/blog\/banner-blindness\/\" data-type=\"URL\" data-id=\"https:\/\/www.adpushup.com\/blog\/banner-blindness\/\" target=\"_blank\" rel=\"noreferrer noopener\">banner blindness<\/a>). You need to get their attention by using something they aren\u2019t used to seeing. Odd shapes and sizes work well for this purpose. Test a few odd-shaped or odd-sized ads out and see how they perform for you.<\/p>\n\n\n\n<h2 id=\"h-7-increase-your-pageviews-per-visit\"><span class=\"ez-toc-section\" id=\"7_Increase_Your_Pageviews_per_Visit\"><\/span>7. Increase Your Pageviews per Visit<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>One of the best ways to increase your ad revenue is by increasing the amount of traffic coming to your website. We\u2019ve previously covered this.<\/p>\n\n\n\n<p>Now let\u2019s talk a little about increasing the pageviews per visit<em> on your site<\/em>. What I mean by that is getting more page views per visitor. The higher the page views, the more ads displayed to each visitor.<\/p>\n\n\n\n<p>If you have any long blog posts or articles, break them up so they appear over multiple pages. If you have a photo gallery, break that up so each photo appears on a new page.<\/p>\n\n\n\n<p>Basically what I am getting at here is that any time you can paginate, do it. The second thing you should do is increase the amount of internal linking, i.e., hyperlinking to content on your own website.<\/p>\n\n\n\n<h2 id=\"h-8-study-your-ad-analytics\"><span class=\"ez-toc-section\" id=\"8_Study_Your_Ad_Analytics\"><\/span>8. Study Your Ad Analytics<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Many publishers only use their ad analytics to see how much money they are making or are owed. Don\u2019t be one of them! You can get so much more from really studying your ad analytics.<\/p>\n\n\n\n<p>Look at ad clicks vs impressions, look at conversions, and look at revenue earned per ad impression. Does one advertiser seem to bring in more revenue? Compare the analytics to ads located in different locations on your site. Does one area seem to do better with particular advertisers or ad types? Are you exceeding any frequency caps of individual advertisers? Are you seeing seasonal trends that produce more clicks on specific ads?<\/p>\n\n\n\n<p>Use your ad analytics to your advantage. Dig deep into them, it will pay off with higher ad revenue.<\/p>\n\n\n\n<h2 id=\"h-9-test-different-ad-sizes\"><span class=\"ez-toc-section\" id=\"9_Test_Different_Ad_Sizes\"><\/span>9. Test Different Ad Sizes<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Advertisers and ad networks usually have a variety of ad sizes for publishers to use. Take advantage of these and test different sizes of ads. You may find that changing out a smaller ad for a larger one draws more attention to it and more clicks. But be careful that you don\u2019t ruin the visitor\u2019s experience by using too ads so large that they break up the content flow.<\/p>\n\n\n\n<p>You will also want to test ad orientation and shapes. Compare click rates for a horizontal banner, a square banner, and a skyscraper banner placed on the same page.<\/p>\n\n\n\n<h2 id=\"h-10-test-different-ad-types\"><span class=\"ez-toc-section\" id=\"10_Test_Different_Ad_Types\"><\/span>10. Test Different Ad Types<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Don\u2019t get in a rut of using a single ad type. Different ad types work best in different situations, locations and for different traffic sources. Test the different ad types in each ad spot to see what works best.<\/p>\n\n\n\n<p>Here are the most popular ad types you should be testing.<\/p>\n\n\n\n<ul><li>Banner ads of all sizes and types<\/li><li>Contextual text ad blocks<\/li><li>Standard text ads<\/li><li>Video ads<\/li><li>Native style ads<\/li><li>Multiple choice, poll style ads<\/li><li>Simple text link ads<\/li><\/ul>\n\n\n\n<p>You may just get surprised at the ad type that works best for each ad spot on your site.<\/p>\n\n\n\n<h2 id=\"h-11-test-different-ad-locations\"><span class=\"ez-toc-section\" id=\"11_Test_Different_Ad_Locations\"><\/span>11. Test Different Ad Locations<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>If you\u2019ve researched ad placement, I\u2019m sure you\u2019ve seen all the so-called experts touting to place ads above the fold, integrated with content, etc. This could work fine for your site or it may not. A lot is going to depend on your site layout, traffic flow, and site visitors.<\/p>\n\n\n\n<p>Test different ad locations and see what locations work best on your site. You may discover that your site visitors tend to click ads located in nonstandard places. You will never know until you take the time to test ad locations.<\/p>\n\n\n\n<h2 id=\"h-12-test-different-ad-pricing-models\"><span class=\"ez-toc-section\" id=\"12_Test_Different_Ad_Pricing_Models\"><\/span>12. Test Different Ad Pricing Models<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Many publishers will only sell ad space to advertisers that will pay using the CPM pricing model. These publishers could very well be leaving money on the table by using this practice.<\/p>\n\n\n\n<p>Test each of the following ad pricing models and see what one brings in the most ad revenue for you.<\/p>\n\n\n\n<ul><li>CPM<\/li><li>CPC<\/li><li>CPA<\/li><li>Flat Rate<\/li><li>Affiliate Commission<\/li><\/ul>\n\n\n\n<p>Depending on the content of your site, you most likely will find that a particular ad pricing model works best for you. This, of course, can differ from site to site.<\/p>\n\n\n\n<h2 id=\"h-13-change-and-optimize-often\"><span class=\"ez-toc-section\" id=\"13_Change_and_Optimize_Often\"><\/span>13. Change and Optimize Often<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Times change. Markets change. Trends change. Traffic plateaus. Seasons change. Just about everything changes constantly. Keep on top of these changes to help maximize your ad revenue. Don\u2019t be afraid to test even the smallest things. Sometimes a tiny change or optimization brings in a good amount of extra ad revenue.<\/p>\n\n\n\n<p>I hope that you\u2019re able to use these strategies to maximize your ad revenue. Or, maybe one of the strategies got you thinking about an entirely different way to increase your ad revenue. Just keep testing new strategies and implement the ones that work well for you.<\/p>\n\n\n\n<p>One final thought. Carefully read the ToS of each advertiser, ad network, and ad exchange you use. Make sure the strategies you test or implement are allowed and do not violate any of their rules. You want to maximize your ad revenue, not lose it by accident.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>So you have a DoubleClick for Publishers account, have a good hang of its basics, and are serving ads on one or more of your sites. You\u2019re bringing in some ad revenue but really want to increase it. In this post, we\u2019ll be discussing multiple ways using which you can maximize your ad revenue in<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":13,"featured_media":5091,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"2018-08-28T07:27:13Z","apple_news_api_id":"c396325c-30cb-43bc-9e62-964b9d2da03d","apple_news_api_modified_at":"2018-08-28T07:27:15Z","apple_news_api_revision":"AAAAAAAAAAD\/\/\/\/\/\/\/\/\/\/w==","apple_news_api_share_url":"https:\/\/apple.news\/Aw5YyXDDLQ7yeYpZLnS2gPQ","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"middle","apple_news_slug":"","apple_news_sections":"[\"https:\\\/\\\/news-api.apple.com\\\/sections\\\/2384f969-0b7d-3e23-907b-d8b4b94ce6f8\"]"},"categories":[6452],"tags":[],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Maximize Your Ad Revenue in DFP? 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