Tips to Increase Google AdX Revenue for Publishers

If you're a publisher using Google Ad Exchange, you already know the difference between good and great ad revenue and that it often comes down to the small tweaks and optimizations you make.

It’s not just about filling ad slots; it’s about making every impression count, and that can only happen if you optimize your marketplace to capture its real potential.

So, whether you’re adjusting your approach or looking for fresh ideas, these tips will help you squeeze more value out of your AdX setup.

But before we dive into the tips and tricks, it’s important to understand how to analyze your performance in Google AdX and gauge a way to implement these strategies:

*There’s no denying that running header bidding via Ad Exchange will increase the yield. Because of the increased competition and bids, AdX will be compelled to bid higher to win the auctions. But this piece will only discuss the setup-level changes you can leverage to maximize AdX revenue.

How to Understand the Performance of Google Ad Exchange?

Assuming you aren’t experienced with the AdX analysis part, the answer to this question is Google Ad Manager reports. Reporting is a great place in the ad server to examine the AdX performance and optimize the Exchange set-up for increased revenue. Here’s how to do it:

• Go to Google Ad Manager home page. Then Reporting > New report. Fill in the basic details for the report.
• Select the dimensions of Request sources. Under this, you must select No dynamic allocation, Dynamic Allocation with Ad Manager, and Dynamic Allocation with no Ad Manager Competition.
• Select the crucial metrics such as Ad requests, Matched requests, Ad impressions, Coverage, eCPM, Estimated revenue, Ad requests CPM, etc.

Once you’re done with the steps, pull out the report after the specified time, and inspect the performance of AdX.

How to Increase Your Google Ad Exchange Revenue?

The AdX revenue depends on the ad request volume, coverage (or fill rate), and ad eCPMs. And these metrics directly or indirectly vary with various other factors such as pricing rules, inventory qualities, ad formats, etc. So, let’s break them into categories and understand how to make changes 

1. Optimizing the Ad Exchange Inventories

To truly optimize your Google Ad Exchange revenue, it's essential to unlock the potential of various ad types and formats. Always remember, it isn’t just about filling spaces, it’s about making strategic choices with the ad types and formats you use.

So, let’s see how you can leverage these options to increase your Google Ad Exchange revenue:

• Explore Different Ad Types & Backup Ads.

You might know that via Google Ad Exchange, a publisher can choose to serve either Image/Rich media ads only or Image/Rich media & text ads. However, to serve only a text ad, you must create it as a native ad in Google Ad Manager. Haven’t you done it before? Here’s an article that will guide you through the process.The next option is enabling Backup ads. A backup ad can be served on an Ad Exchange inventory left unfilled due to the lack of an eligible line item. While enabling Backup ads, you can select Show blank space or Show ads from another URL. Both options will ensure that your AdX inventory doesn’t remain unfilled. Here’s how to set them up:

1. Go to Google Ad Manager home page. Click on Inventory > Inventory rules > Ad types & backup ads > New display style.
2. Set the priority order for the backup ads. Please note that this priority isn’t similar to the line items priority order. Check this article to learn more about backup ads priorities.
3. Set the targeting criteria.
4. Select the “Allowed ad types”. You can select “Image/rich media & text ads” or “Image/rich media ads”.
5. At last, select “Show blank space,” or if you want to show ads from another URL, select “Show ads from another URL”.

• Play Around with Different Ad Formats.

Many publishers believe that Above-the-fold ads receive lesser viewability than Below-the-fold ads. A BTF ad can have higher viewability, but you shouldn’t rely on this. The performance of ad fold locations keeps changing with various factors, such as devices. So, rather than depending primarily on the ad placement, strive for viewability. Offering a better viewable ad inventory can increase the eCPM rates because advertisers are more likely to pay for such inventories. Add ad formats that have better viewability. For example, sticky mobile ads. These ads can help you score 90% viewability. Additionally, we all know video demands often have higher eCPMs than display. So, enable out-stream video ads to compete with display ad inventories on mobile web inventories.While experimenting with ad formats, ensure you follow the guidelines given by Coalition For Better Ads. Implementing the standards will help you in several ways, such as improving the user experience, reducing the number of ad-blocking users, and so on. And hence increased ad revenue.

‍2. Optimizing the Rules in Google Ad Manager

‍Google Ad Manager allows you to have various blocking rules, opt-in rules, and pricing rules. These rules directly or indirectly affect the AdX revenue to a great extent.

• Optimizing Blocking Rules.

To maintain a brand-safe advertising environment and protect inventories, Google allows publishers to block advertisers, URLs, categories, and more across Ad Exchange. However, many publishers block the entire category of advertisers, which is unnecessary.Google is already good at blocking sensitive category advertisers. So you don’t have to worry about it. Instead of prohibiting the advertising category, block specific URLs if needed. Or you can increase the price floor for the advertisers so they cannot buy the inventory.

• Optimizing Opt-In Rules.

Google Ad Manager has Ad Technology offerings for Ad Exchange publishers that Opting-in can leverage. For various functions, you can work with third-party vendors like a Research Analytics provider, Demand-side Platform, Database Management Platform, CDN provider, etc. However, adding third-party vendors needs to undergo a business review. For example, you can add Expandable Technology Vendors as your partner to help you with expandable ad creatives for your Ad Exchange inventories. An expandable ad creative has better CTRs than a non-expandable creative. So, why not give it a chance? But review each Ad Technology before adding them. Similarly, you can directly work with third-party ad networks to serve ads.

• Optimizing Auction Pricing Rules.

Pricing rules are the major factor that affects AdX revenue. It is suggested to have a simple structure of pricing rules and set the default pricing value as low as possible to increase the ad fill rate. While defining rules, add different rules for different devices and geographies because not all can be the same in performance.Label the inventory types as Branded or Semi-transparent. While Branded allows advertisers to view the complete URL of the publisher’s ad inventory, Semi-transparent gives the root domain where the ads will be displayed. So, set the price floors according to the transparency you are offering. Usually, branded inventories are priced higher than semi-transparent inventories. Follow the below steps to define branded or semi-transparent inventory types:

• Go to the Ad Manager home page. Select Inventory > URLs.
• Enter the URL that you want to define as Branded or Semi-transparent.
• Select the Inventory Type and Brand Type.
• Save the settings.

Also, rather than setting a fixed price for the auctions, try setting up Target CPM that will dynamically adjust the price floor for the inventories. Here’s an article that will help you to set it up. But when setting the Target CPM, don’t change the value drastically. It will prevent advertisers from bidding for the inventories, and you may have to deal with low ad fill rates.

‍3. Leveraging Open Bidding in AdX

‍While Google Ad Exchange is the best way to earn ad revenue, it comes with additional capabilities to boost your ad revenue. “Open Bidding” is Google’s solution to header bidding, allowing publishers to integrate multiple demand sources in real-time directly within AdX. This setup allows multiple demand sources to compete for your ad inventory in real time, reducing latency and potentially increasing your CPMs. Here’s how you can implement Open Bidding in AdX:

1. Access Google Ad Manager:some text
   1. Log in and go to the "Inventory" section to find Open Bidding settings.
   2. Ensure Open Bidding is enabled for the relevant line items or ad units you want to set up.

Note: It’s essential to enable Open Bidding for specific line items or ad units where you want these partners to compete. Ensure these are configured correctly to allow for maximum participation in the auction.

2. Set Up and Configure Partners:some text
   1. Add certified demand partners by selecting "New Partner."
   2. Once you add new partners, you can configure key settings like revenue share and timeout. Start with Google’s recommended timeout (around 800ms) but adjust as needed based on your AdX performance.
3. Monitor and Optimize: This is the most crucial step without saying.some text
   1. You should track metrics like fill rate, CPM, and bid response time in Google Ad Manager.
   2. Use A/B testing to refine settings and try Google’s Open Bidding Optimizer for automated suggestions.
   3. Regularly review and adjust partners or settings to ensure optimal performance.

To get the most out of Open Bidding, carefully select and manage your demand partners. Regularly review their performance using Google Ad Manager’s reports and make adjustments as needed to maintain optimal competition and maximize Google AdX revenue.

‍4. Maximizing Ad Viewability in AdX

‍One of the critical factors that determine the value of your ad inventory is ‘ad viewability’. The more visible an ad is, the more likely it is to be seen, engaged with, and ultimately generate revenue. If you have been using Google Ad Exchange for sometime now, you would have observed that Google AdX prioritizes high-viewability impressions, meaning if you optimize for viewability you can command higher CPMs. Let’s learn how to improve ad viewability for higher CPMs:

1. Analyze Current Viewability Metrics: Navigate to the "Reports" section and create a custom report focusing on the "Active View" metrics, which include viewable impressions, viewable CPM, and average viewability rate.
2. Optimize Ad Format and Placement: Once you have reviewed the reports, you can:some text
   • Implement sticky ads that remain visible as the user scrolls down the page. These ads have higher viewability rates because they stay in the user's view for longer periods. However, be mindful of user experience—avoid making sticky ads too intrusive.
   • Ensure that a significant portion of your ads are placed “above the fold,” as the ads in this area are more likely to be viewed.
   • Consider placing ads within the content flow, especially in longer articles as users are more engaged as they scroll through content, increasing the likelihood that in-content ads will be viewed.
3. Test and Refine: You should regularly A/B test different ad placements and formats to determine which ones yield the highest viewability rates for your website. Consider running experiments by tweaking the design and layout of your pages to see how changes impact viewability.

5. Implementing Audience Segmentation in AdX

‍If you know you have a valuable audience, then why not leverage it to maximize your ad revenue? Audience segmentation in AdX allows you to tailor your ad inventory to specific groups of users, making your inventory more valuable to advertisers who are willing to pay a premium for targeted reach. If you have not tried it before, Google AdX supports advanced audience segmentation, allowing you to leverage first-party data for more precise targeting. Here’s how you can do it:

1. Collect and Analyze First-Party Data: If you have collected first-party data from your site visitors (including their demographics, browsing behavior, purchase history, and more) then you can use Google Analytics or other analytics tools to segment your audience based on that data. Identify key segments that are most valuable to your advertisers, such as frequent shoppers, high-income users, or users interested in specific categories.
2. Create Audience Segments in Google Ad Manager:some text
   • Next step is to utilize the segmented data. In Google Ad Manager, navigate to the "Audience" section under the "Admin" tab.
   • Now use the data you’ve collected to create custom audience segments. For example, you can create segments based on user demographics, such as age or gender, or based on behavior, such as pages visited or products viewed.
3. Integrate Audience Segments with AdX:some text
   • Once your audience segments are defined, link them to your Google AdX account.
   • When setting up your AdX campaigns, you can target these specific segments to ensure that ads are served to the most relevant users, increasing the likelihood of higher bid rates, and hence higher CPM rates.
4. Experiment with Different Segments: You can also test different audience segments to see which ones yield the highest CPMs. For example, you might find that users who have visited a specific product page are more valuable than general site visitors.

6. Leverage Opportunities and Experiments

‍Opportunities and Experiments are something that can be used to earn more revenue. These are weekly suggestions provided by Google Ad Manager based on the changes you have made recently. You can find out how the changes have impacted your Ad Exchange revenue. Also, the modification in Google AdX will suggest other workarounds to improve revenue.So, these small changes can make a huge difference in your AdX revenue. Lastly, set up preferred deals and private auctions if you haven’t been doing it. Google Ad Exchange offers publishers to set up Private Marketplace deals to sell their ad inventories to desired advertisers at premium CPMs.

‍How to Choose the Best Google Ad Exchange Partner?

‍It’s always important to have the right people by your side, and it begins with asking them the right questions, as this partnership directly impacts your revenue, ad quality, and overall experience with Google AdX.So, here are the key factors to keep in mind:

1. Revenue-share model: Your budget is your utmost priority, and so it’s best to understand the pricing structure and ensure it aligns with your financial goals. Clarify profit sharing structure, additional fees or any hidden costs that may impact your numbers at the end.
2. Demand partners: Evaluate the quality and variety of demand partners the reseller collaborates with. If they are unable to bring premium demand partners in the mix, then they are not adding any value to this partnership.
3. 24*7 Technical Support: A reliable partner should offer robust and 24*7 technical assistance, including seamless integration with Google Ad Manager.
4. Inventory quality: Ensure that your AdX partner prioritizes high-quality ad inventory, as it is essential for maintaining user experience for your readers and eventually maximizing CPMs.

Continue reading: Everything About Google AdX PartnerMile is a leading ad tech solution provider that has been uplifting publishers’ revenue by up to 50% with their effective suite of ad management solutions. If you want to know more about how we can help you increase your Google AdX Revenue, then get your demo now!

‍Wrapping Up

‍Plenty of adjustments in your Ad Exchange setup can be made, and every strategy can increase the ad revenue in some way or another. The whole purpose of having Google’s marketplace is to make it a powerful supplement to your advertising efforts. So, understand your Ad Exchange metrics and brainstorm strategies to increase ad revenue.