5 Design Tips to Improve Ad Revenue

Sovrn Publisher Advocate // October 2, 2018

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I’ve been helping websites optimize advertising performance for over a decade, and improving website monetization often comes down to a few key factors. No matter your readership or your goals, you should consider these tips when you’re brainstorming new campaigns or planning for future successes.

  1. Keep it Fresh
    Maintain fresh content on your most popular pages, and make sure it’s easy to locate. Stale articles and hard-to-find content can increase bounce rate and decrease your CPM, so easy on-site navigation is a must.
  2. Keep it Speedy
    Keep your web page file size below 3MB and your page load speed below 3 seconds. The larger the page file size, the more data that has to be processed to load it, and the longer it takes. Long load times can lead to unhappy visitors and increased bounce rates.
  3. Streamline Your Code
    Keep your Javascript to a manageable, user-friendly minimum. Streamline the number of third-party demand tags, ad selling methods (such as header bidding, custom native, or in-feed advertising), and other data-transmitting code you have on a page. The more Javascript you run, the longer your users have to wait for the content they want.
  4. Streamline Your Wrapper
    Make sure that you only have a single header bidding wrapper running per page. Additionally, limit the number of demand bidders integrated into each auction to six or seven, and use a single bid response time-out threshold for all bidders.
  5. Test Everything
    Test, test, test! A/B test different page layouts and features, and examine the results. If you’re using Google Analytics, the free Experiments tool (found in the ‘Behavior’ section of your account)—soon to be replaced by the Optimize tool—is an essential resource. Testing will help you see what’s working and what’s not so that you can get the most out of your website performance.

Bonus tip: Stick to unobtrusive, IAB-approved ad formats. For example, video ads that autoplay with sound can make for a bad user experience, reduce visitor session times, and increase bounce rates.

Improved website monetization requires constant adjustment and optimization. You’ll need to stay on top of your site’s performance, as well as industry trends if you want to maximize your potential. If you need help turning these tips into results, don’t hesitate to reach out. We’ll make sure you’re taking advantage of all the opportunities you have.


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