In the dark age of the SEO age, when bloggers and webmasters were still familiar with the process and its features, some tactics and strategies had become industry standards.
The time I'm talking about is when Google AdSense was heavily integrated into the basis of a blogger 's strategy . The “legacy” tactics associated with this approach are still found in the way modern publishers think about SEO and branding. However, the limited customization of AdSense can hold back publishers. This problem must be solved and eliminated.
Before you assume that AdSense is the best monetization partner for you, consider these four road signs . If you are guilty of practicing any of these points, it is time to reassess your partner and youre monetization strategy.
1. You didn 't consider other platformsIt's no secret that AdSense as a standalone monetization stream does is not enough to earn substantial income. Most of the solopreneurs who still operate in the "blogosphere" have understood for years that it is important to diversify and diversify income streams. So there is nothing revolutionary about this concept.
Diversification has mainly focused on developing products for sale, with eBooks as a benchmark . This is great advice, although it can get a bit tricky at times. But we are not talking about selling products today. We are talking about cont advertisingndue, which means placing relevant ads on your site that match the content of your page. When it comes to contextual advertising, too many people still don't consider their other options.
Media.net , the second largest Contextual advertising business to the world in terms of revenue, is a good place to start experimenting. The platform uses machine-learning algorithms to predict the user's intention , based on the content of your pages, and broadcasts ads based on associated keywords . With Media.net, you get exclusive access to Yahoo! Bing's research demand is $ 6 billion. This allows you to take advantage of quality advertisers even if you are in a smaller niche.
Performance is obviously differents for every site, but Perrin Carrell of AuthorityHacker claims Media.net ads earn them 5 times more than AdSense and Jon ads FatStacksBlog's Dykstra reported that some Media.net ad placements generate more revenue than all other ad networks.
One of the biggest advantages of Media.net ads is that their ads are highly customizable. Sizes and designs can be tailored to match your site so that they are native to your content and in line with your branding, resulting in higher engagement and income. Native ads are a great way to give your readers an uninterrupted experience because these ads feel like a natural extension of your website. In fact, these ads are also responsive for mobithem, which means more income for you.
Media.net native ad block
Media.net pop-up ad block
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From there you can also consider ad servers like the Google Ad Manager (formerly DoubleClick For Publishers) and OpenX . Ad servers like these give publishers optimal control over ads, including the ability to set preferred deals with a floor CPM and the ability to interact directly with the ad marketplace.
In short, if AdSense is the only advertising platform you have ever experienced, you are missing out on some great lead generation opportunities. income.
2. You choose topics based on AdWords keyword bids
The SEO industry has grown with Google AdWords Keyword Tool and its successor, the Keyword Planner. One trend, born in the era of "Made For AdSense" (MFA) blogs and microsites, was to use the Keyword Planner to uncover topics to write about based on AdWords auction prices.
This approach has never been a good long-term strategy. A blog based on topics chosen to optimize revenue using this approach often leads to a poorly branded content site that does not naturally adapt to the needs of its audience. The clearly commercial intent of the topics chosen places a strict cap on the size of your recurring audience.
The enginesSearchers like sites that create recurring audiences. They earn more rat clicks from search engines, which Googlers have admitted are used to judge the quality of the SERP .
Modern content creators need to select topics based on what will help them most cultivate an audience . This means identifying keywords that solve specific problems that you can help users solve.
You cannot find these topics by entering generic industry keywords in the keyword planner. You find them by identifying your audience and the platforms they frequent, the type of questions they ask each other, or even directly asking them what frustrates them the most, and looking for gaps in satisfaction in the answers to these questions. It is only then that you should turn to the keyword planner to start researching the best keywords to represent your solutions.
The objective is not to target interesting keywords, but to target interesting audiences. This is a crucial difference that should guide your strategy on a more fundamental level.
3. Your ad placement is based on "best practices " MFA instead of testing
"Best practices " rooted in MFA thinking at l 'old prevents you from creating your own monetization strategy from scratch. They can also hurt your ranking in search results.
Classification damaged
Google internal evaluator guidelines quality explicitly state that sites should never disguise advertisements as main content or site navigation, and if they do, they will receive the lowest "quality score " ". The same goes for ads that make the main content unreadable, as well as ads that distract because they are too offensive.
Bad strategy
Same advice that seems harmless and does not violate rec guidelinesherche can be harmful.
Recommendations such as "place your ad in the sidebar, " "Place it in your content just above the fold "or " use the ad size 300 × 250 "is often unnecessary and counterproductive. These specific tips should not be given without context, as the ads should be placed in a way that matches your site design.
Suggestions like these are always hypotheses to be tested, not rules set in stone. Run your own A / B tests to find out what works for you.
We recommend Google Analytics Experiments for your tests, because their Bayesian statistical methods facilitate the interpretation of the results, because they are free and because the data are also pas much as possible in Google Analytics.
4. You are not in partnership with sponsors
This is one of the biggest opportunities that you miss if you are using a monetization strategy focused on AdSense. When working with sponsors, you can integrate the advertisements fully into the main content of your blog post or host posts which are sponsored content created by the sponsors themselves. You can negotiate deals that will guarantee a certain level of income, which is not always possible with programmatic ads.
You can collaborate with sponsors on innovative campaigns that will attract much more attention from the sponsor than the traditional ads, which naturally means that they will be willing to spend pread. Innovative approaches can also increase visibility of not only your sponsor, but even your own brand.
It also allows you to monetize channels on which AdSense will not, like your social networks.
If you are not not contacting potential sponsors to discuss possibilities like these, you are missing out on substantial income.
Conclusion
AdSense shouldn't be seen as a central part of your contextual advertising strategy, or worse, the foundation of your approach to branding. Diversify your advertising platforms, migrate your market research outside of native AdSense tools, and rely on your own testing strategies. Let your brand guide yourre monetization strategy, not the other way around.
Manish Dudharejia is the president and founder of Solutions E2M Inc , a digital agency based in San Diego specializing in of websites and the development and SEO of e-commerce. Follow him on Twitter .
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