AdBrite Blog |
Today Adotas published an interview with AdBrite CEO Iggy Fanlo.
Iggy speaks about AdBrite’s history, the current economic environment, and the benefits of transparency for advertisers and publishers.
Take a look and let us know what you think!
Adotas: AdBrite’s CEO on Creating a Transparent Ad Marketplace
Paul Levine
VP Marketing
Following up on Brooke’s recent post on tips for Full Page Ad publishers, I’ve listed some useful tips to help drive more revenue for publishers who use text and/or banner zones.
This simple 3-step plan should increase your chances of maximizing revenue yield. These are fairly basic tips, but often it’s the tried-and-true advice that works best.
1) Choose prominent, above-the-fold zone placements
The old adage says three things matter in real estate: location, location, location. The same is true for online advertising.
To maximize revenue production, make sure your AdBrite ad zone is prominently placed. This usually means “above the fold” (at the top of the page) or near other content areas where users are likely to discover and engage with ad messages.
With more prominent placements, users are more likely to click on your text ads, and banner advertisers will find your inventory more desirable. All of this should increase your revenue yield per page.
2) Choose banner-and-text zones
AdBrite offers site owners lots of flexibility to choose how ads are displayed on your sites.
Over time, we’ve found that standard zone sizes, which expose your site to banner and text ads in our auction, yield maximum revenue for publishers. For example, the medium rectangle (300×250) is our highest-yielding ad placement.
Choosing one of our five standard banner-and-text zone sizes exposes your zone to the maximum possible advertiser demand from both banner and text advertisers. More buyers usually means more relevant ads and a higher price.
3) Try Inline and Full Page Ad products
By choosing above-the-fold banner-and-text zones, you’ve already set yourself up to receive our highest-yielding banner and text ads. To boost your revenue even further, try inline ads and Full Page Ads.
Inline ads are interactive and take up less real estate than standard zones. Up to eight words that you already have on your site will be highlighted, and you generate revenue when a user mouses over the double-underlined word and clicks on an associated text ad.
Full Page Ads allow you to earn incremental revenue without using your website space. Publishers running Full Page Ads typically generate $3-10 CPMs for those ads.
Ready to increase your revenue yield? You can do all of the above in three easy steps:
1) Sign in to AdBrite and go to For publishers > Manage ad zones > Edit zone preferences.
2) Create a new zone that accepts banners and text ads. Leave Full Page Ads and Inline Ads selected.
3) Place the new code prominently in your site. Replace the existing zone if you choose to.
This process should only take a few minutes, and within the next day or so you’ll be up and running with a program optimized to increase your revenue.
Michael Chang
Publisher Development Manager
Building on our recent posts highlighting tips and tricks for advertisers, here’s our first set of tips for publishers.
This installment focuses on Full Page Ad, a unique format that is popular with AdBrite publishers.
Here are a few simple suggestions for enhancing revenue yield from your Full Page Ad (FPA) zones:
1. Set the zones to auto-approve. The number one reason why a FPA ad unit doesn’t get ad fill is because it’s on manual-approve and the publisher doesn’t approve enough ads.
2. Make sure that the code is hard-coded into the HTML of the webpage rather than an ad rotation system like DART. The FPA won’t fire if it’s in an ad rotation system.
3. Make sure that the code is not inside of an iframe. FPA won’t fire if it’s in an iframe.
4. Make sure that the code is on top of the page to ensure that it fires.
5. Set the click count to fire on the 2nd click if possible. That way it’ll still show for an engaged reader, but there’s a greater chance of firing than if it’s on 3rd click or later.
6. Set the frequency cap to 1 in every 12 hours if possible, and perhaps even lower.
All these changes can be made quickly in the Manage Ad Zones section of the Publisher tab on the AdBrite site.
We hope these tips help you make the most of your Full Page Ad zones.
Brooke Wells
Account Manager
It’s my pleasure to welcome Daniel Issen as our new Vice President of Engineering at AdBrite.
Daniel joins AdBrite from eBay, where he held a number of leadership positions within the PayPal and eBay organizations over the past 6 years. Of course, Daniel has a strong engineering team behind him that works day and night to improve AdBrite for you.
Over the past year, AdBrite has made several key additions to its executive team, tapping talent from successful advertising, media, and technology businesses. AdBrite’s management team includes former executives from eBay, Shopping.com, PayPal, Yahoo!, AOL, E*TRADE, IAC, Salesforce.com, and Check Point Software.
To learn more, take a look at the hiring announcement and our executive team page.
Best,
Iggy Fanlo
AdBrite CEO
Advertisers, you may already know that you can optimize bids on a site-by-site basis to maximize conversions at your target price.
But, ever wonder exactly how it’s done? We’ve collected some tips from our best and brightest at AdBrite.
Before you get started, you’ll need an AdBrite conversion code so you can track conversions and CPA by site. See our recent post for step-by-step instructions on adding a conversion code.
Once your code is live, there are three easy steps for optimizing your campaign to maximize conversions.
1) Bid high to maximize your exposure
Start with a high bid to maximize your exposure and see which sites convert for you. If the market rate for banners is $1 CPM, try a $2 or $3 CPM bid. Likewise for CPC text bids – if the market is 20 cents per click, try a 50 cent bid. With AdBrite’s market-based pricing, you’ll only pay a penny more than the next-highest bidder, so you’ll typically pay less than your max bid.
Do this for a few days. You’ll quickly run on thousands of sites, and get valuable data about how your campaign is converting on each site.
2) Optimize bids by site
Now the fun starts. Armed with lots of rich site-level conversion data, we’ll optimize our campaign and drive up conversions at our target CPA. For everything that follows, go to the “For advertisers” tab on AdBrite, click on an individual campaign, and then click the “Sites” tab to see site-level conversion data.
First, let’s pause all non-converting sites. Among the thousands of sites in AdBrite’s network, some may work for us, and others won’t. No problem. Simply sort by spend and pause all sites that have zero conversions.
Before:
After:
Next, reduce bids on sites converting above our target CPA. To do this, simply sort by CPA, from highest to lowest. For sites that are converting, but above our target CPA, let’s reduce our bid price and see if we can get conversions at a lower bid price.
In this example, the campaign is converting, but above our $20 CPA target. To get our CPA down to $20, we’ll lower our bid by 54% to $1.39, and see if we’re able to get impressions and conversions. Note: if the new bid is below the minimum bid allowed, then pause the site.
Finally, increase bids on sites converting below our target CPA. This may seem strange – if we’re converting at a great CPA, why should we increase our bid? The answer is that these are our best-converting sites. There may be even more conversions available to us, and we should bid aggressively to go get them. Again, with auction-based pricing, you’ll never pay more and often will pay less than your max bid.
In this case, our current CPA for this site is $14.06, well below our target of $20. We should be willing to bid more than we’re currently paying to make sure we lock in inventory and conversions on this site! Specifically, we’ll raise our bid to $2.65 (142% of our current bid) in order to secure more impressions on this site.
3) Increase daily budget to drive more conversions
You’ve now taken the first steps towards running a network campaign with site-level optimization. If done properly, you’ll be converting below our target CPA on all the sites on which we’re running, and will have a super-effective campaign in place. Give yourself a pat on the back!
Now, it’s time to scale up your spend to capture more conversions. This part is easy. Simply raise max daily budget for the campaign to make sure we’re capturing all of the available inventory that will convert for us.
See what happens, and repeat the steps above to drive the most conversions possible at your target CPA!
Benny Blum
Manager, Account Services