While it’s an irrational thought not to use the advantages of digital advertising once your organization is ready to push ahead with it, it’s also not a smart thought to continue forward without asking yourself some questions to ensure that you’re choosing the best ad network available to boost your ad fill rate. Each advertising campaign is unique, each organization has different goals and motivations regarding ad fill rate, and each type of advertising network offers various options to help them meet those objectives.
A lot of people are overwhelmed considering these issues since they think it takes an expert in advertising to figure out the appropriate answer to certain questions. Yet, in this blog post, we’ve worked on this overwhelming process and listed down 5 significant questions you should ask before settling on an ad network for your advertising campaign.
Q1: What value do you offer to my business?
This should be your first question because to be perfectly honest, this is the main one: how will your ad network benefit you as a publisher? What’s their guarantee to making your ad fill rate better?
Your ad network should understand that you go through 50% of your day improving your website and 50% of your day monetizing it. That is the reason it proves to be useful if the ad network you choose is a completely managed solution. It will assist you with making your website better so you can invest your energy and time in making content or further developing the user experience. Effectively, your ad network should be needing to give you command over your day so that you no longer have to stress over the numbers of your ad fill rate every single day.
Q2: Which behavioral signals or practices place a visitor into a segment?
If an ad network is trying to sell you the idea of showing ads based on the intent signals or behavioral patterns of a visitor who falls into a specific audience segment, you need to ask what practices or processes qualify those particular users for that particular segment. Are your audience segments derived from a single information signal? Or on the other hand, does it require different signals before adding a user into a particular fragment? For the most part, a higher number of such signals in a given period shows a stronger level of visitor intent to be classified for better audience segmentation, however, you should ensure those information signals are new and relevant.
Q3: Which ad exchanges are your partners?
As ad exchanges are the primary source, it is very important to know the number of and which exchanges the ad network sources their inventory from. More means you’ll have a more extensive choice of inventory to browse, less implies that there could be scale as well as performance issues if something isn’t working. Nonetheless, if the ad network you’ve chosen is technically sound and expert, a smaller number may not be a lot of an issue for that matter.
Q4: What’s your strategy for Target Ad Clickers?
Like retargeting, this allows the publishers to use information from their advertising campaigns to reach users who are most likely to connect with a particular ad. Publishers willing to discover their ad click segments and the right number of ad fill rates can choose to bundle their ad clickers into one segment or break them out by vertical. On the off chance that for instance, you are a retail brand estimating your performance based on the clicks you receive, you might need to target users who have clicked on retail ads before, knowing that they are most likely to be drawn in with the product you are advertising.
Q5: Does 100% ad fill rate suggest 100% income?
This is a matter of dilemma. Truly, it’s very simple to claim that a 100% ad fill rate is the best thing you can get. Because impressions mean income in the publisher world, accomplishing 100% of it means a blessing from heaven. In any case, a 100% ad fill rate isn’t great in every single case. In the ad tech world, things don’t generally run so without any problem. Also, neither does the logic behind it. Now and then, with the aim to elevate your ad fill rate, you may end up seeing your CPM rates falling. So, the appropriate answer is that it really varies from case to case.
Publishers shouldn’t simply be looking to simply boost their ad fill rate. The exertion must be to ask the relevant questions to understand the ad network you’re choosing and the fundamentals to tweak things in your favor. Publishers should also be focused on strategizing the audience segmentation, right ad placement, and their website improvement for a great ad fill rate and even greater revenue generation. The result, all things considered, should be an amazingly executed user experience, opportunities for exceptional returns by going for the most noteworthy ad networks, and upgrading the performance to monetize the website all the more efficiently.