By Adam Jablonski
If you have a high-quality site with considerable amounts of audience and interesting subject in its core – it’s not that hard to earn money from it. Yet, every publisher is interested in getting not just some revenue, but the maximized profits. That is what should become one of the ultimate goals for the site owners.
Of course, you can’t but figure out the strategy and consider all available options and variants in terms of ad sources you wish to work with. You might, for instance, opt for Google AdSense text, display advertisements from various affiliate and ad networks, or even start selling direct ads. In this respect, the most essential thing is to select the best tool to reach your goal. Such tool is recognized to be an ad server.
Some publishers prefer taking the simplest and the least effective way – just work with Yahoo Publisher Network or Google Adsense. These have, undoubtedly, become the true powerhouses of the whole advertising world over the recent years. Nonetheless, it’s absolutely insufficient to work with one source of profit, whereas the maximized revenue is generally received, if the publisher uses versatile sources.
In this respect, there appears another difficulty – it’s exceptionally difficult to control and manage several accounts simultaneously. Here, an ad server happens to be the necessary powerful tool, which helps to get the full picture of an ad campaign and understand what the most profitable aspect of your site is, and how its effectiveness can be further improved.
Therefore, not to use an ad server is likewise wrong, as to refuse to get the additional revenue that your site can bring.
Why to use an ad server?
Any large site owner can’t but use an ad server, in case this publisher has got several types of traffic (web, mobile web, mobile apps), globally spread audience, specific requirements in ad campaign management and a lot of advertisers with different payment models. Moreover, even if the site isn’t overloaded with traffic, but has got the complicated structure with many ad placements, it’s rather hard to manage the ads manually.
What if you own more, than one site? This is what the advantages of an ad server are related to – you can use it to maximize your profits. Furthermore, you should mix versatile sources of ad revenue – directly sold ads, advertisements that are sold by ad agencies, advertising networks, affiliate networks and, certainly, Google AdSense.
Thus, you, obviously, need an ad server, if:
1. Your site is already sufficiently popular and has got many visitors, so can become a decent source of revenue.
2. You own multiple sites with a great number of ad placements, so it’s difficult to manage and update them on your own, manually.
3. You mix various sources of ad revenue to maximize your profits.
4. You work with a great number of advertisers with different payment models.
5. You find it necessary to track and control ad revenue within particular ad placements.
6. You work with an advertiser having specific requirements in terms of geotargeting, ad campaign reports or capping options.
7. You work with advertisers who wish to have an ability to change the ads at the site themselves. Ad servers, in this respect, enable you to create separate login credentials for your clients and provide them with an opportunity to upload and schedule the ads on their own.
Why to mix various ad revenue sources?
In case you own a site without much traffic, you won’t, perhaps, need to deal with advertising networks. Yet, if you get considerable amounts of traffic at your site, you will eventually find it necessary to work with a great number of ad networks.
Of course, you might begin with a couple of networks. Yet, after you start, you’ll probably work with as many of them as you wish to, mixing contextual and display networks, or even some affiliate advertisers.
Thus, mixing various ad revenue sources will enable you to:
1. Maximize your profits.
2. Rotate and manage ad networks, providing more traffic for the most high-value networks in a particular country.
3. Improve your fill rate to a considerable extent (up to 100%).
4. Use precise statistics to grasp your mobile ad inventory and in such a way further sell it to ad networks, requiring certain kinds of traffic.
All in one place
It’s incredibly effective to have all tools in one place. If you’re working with an ad server, you no longer need to get annoyed with the necessity to login for many times in multiple systems to get ad campaign reports. Ad servers also enable you to run display, video or mobile ads in one place, and thus, save your efforts, resources and time.
With an ad server you can:
1. Run ads from various ad platforms and mobile ad networks within a unified platform.
2. Manage your ad inventory in the most effective way, due to applying a wide range of targeting options in the campaigns.
3. Receive reports in real time to increase the effectiveness and profitability of ad campaigns.
4. Forecast the future ad campaign performance.
About the author
Adam Jablonski is CEO of Epom, ad serving and ad management platform from Poland. He has around 15 years of digital marketing & advertising experience. He was formerly a Co-Founder and Chairman of a mid-size advertising agency in Poland. During his career, Adam has successfully launched thousands of advertising campaigns in cooperation with hundreds of clients, many of whom are world-famous brands.
About the company
Epom is an ad-serving and ad-managing platform proposing publishers, advertisers and networks advanced solutions for running and optimizing ad campaigns. Epom enables its users to run display, video and mobile ads all in one place and hence saves time, resources and brings more profit. Epom is a 100% web-based, massively scalable, real-time platform with free targeting, advanced campaigns management, graphical reporting, mobile solution, and more.