Best Ways to Optimize Your CPM Campaign for Better Revenues
Cost per Mile (CPM) is one of the most crucial metrics in the advertisement industry, helping advertisers assess their inventories. But, what is CPM?
CPM refers to the money you spend as an advertiser invests for every 1000 impressions on your website. Due to its volatility, you need to optimize your CPM campaign to boost your revenues. Do you want to know how you can do so?
Find out the best ways below:
Use Header Bidding
Header bidding helps ad publishers increase CPMs by approximately 50% in the right way. If you are leveraging header bidding, you should start doing it soon to boost your CPMs. As it is almost technical, publishers fail to use it correctly most of the time, decreasing CPMs.
In such a case, you can associate with an Ad Ops team proficient in header bidding. Consistent technical support leads to high CPMs.
When your inventory is new, bidders may not trust you quickly because of lacking historical details. After you start with header bidding, you need to optimize the CPM campaign for maximum profits generation. You should select harder bidding associates when gathering all important information regarding the inventory.
Share Audience Data with Buyers
The most valuable resource for an ad publisher is first-party information which you gather via audience analysis. Such information acts as a precious resource that increases the value of your inventory to a large extent. You can do this by spending on a customer data platform or via audience segmentation using Google Analytics.
When you share audience data with customers, you can display more relevant ads to them. Sell your products at a relatively higher price and show that related data is available for advertisers to invest in it. The target audiences can read and see relevant advertisements.
Adjust Price Floor
Adjusting the price floor is a tactic that always helps to optimize CPM and increase revenues. When the price floor is very less, you tend to end up reducing chances to earn revenues. If the price floor is very high, you tend to get lesser bids.
Ad publishers mostly don’t consider the crucial elements of setting price floors, such as ad size and geography. Setting the price for the floor is usually guesswork. So, set proper price floors via an automated process.
It would help if you implemented strategies to gather correct data from the audience and enable automation to set the higher price floors for CPMs.
Improve Ad Viewability
To increase average CPM, you should improve ad viewability. Advertisers focus a lot on improving viability to analyze inventory. When your ad unit/inventory fails to increase ad viewability rate, it decreases CPMs.
Is your website slow? If yes, your ads will also display slowly, which gives no time to users for registering impressions. To fix this issue, implement lazy loading.
Nowadays, many internet users browse on smartphones rather than desktops. If your ads are not optimized for mobile devices, you can’t avoid low CPM registration. You should test various designs and placements on your website.
Select the Perfect Advertisement Formats
When selecting the correct format, put yourself in the users’ shoes. Does your website have more videos? If yes, go for video advertisements as maximum users tend to prefer that format. You can also experiment with other formats.
If your website content is a lot of text, banner ads can be a great option. Besides native ads, any other format will ruin the user experience. Native advertisements appear similar to your website content and thus blend easily in the content. They register high CPM because of the least user disruptions.
If you want to decrease banner blindness, invest in rich media advertisements. As such, ads consisting of images, videos, gifs, and colorful text impress countless users.
Follow Privacy Legal Rules
You need to follow privacy laws and look for proper solutions; otherwise, you end up breaking legal rules. To deal with CCPA and GDPR, go for a high-quality content management platform. Follow your advertisement server guidelines like Google Ad Manager’s strict policies to release line products adhering to privacy laws.
Conduct an audience data audit and find out areas for privacy optimization. You can even block traffic from a specific country if it does not largely impact the entire traffic. Analyze your traffic sources consistently to boost the quality of your website traffic. You can do this analysis via a web analytics tool like Google Analytics.
So, now you know “what is CPM” and how to optimize CPM campaigns for higher revenues. Remember, the “one-size-fits-all” approach does not work to boost CPM revenues. In case the strategies mentioned above don’t work, manage CPM campaigns considering the current situation.