Online advertising is a hot-button topic for most of us. Many people dislike it because of its intrusive nature, but it is still around because effective campaigns do generate conversions. It is a pivotal component in online retail selling, and whatever your opinion on online advertising may be, as long as it contributes to profit, it is here to stay.
There are three key players in the advertising industry. The first two are the advertisers, and the publishers brought together by a third player, the ad networks. The third player will be the focus of this article.
If you have a website that attracts a lot of traffic (an optimal number would be somewhere between 50,000 to 100,000 page views a month), it will be a honeypot for ad networks.
If it passes all elements of their requirements, they may ask to partner up with you to become a publisher. Of course, it may be the other way around and you will get commissions every time somebody sees, clicks, and buys on links posted on your page.
These companies have an arsenal under their belt because advertisers (mostly eCommerce sellers and brand owners) come to them and trust them to post their adverts on websites with high-quality traffic. High quality means having high engagement and lots of visitors as most of them will come from the United States. That's most likely because traffic from the United States has historically been shown to maximize an advertiser's ROI.
So in a nutshell, ad networks find ways to monetize traffic through ad campaigns in a way that benefits all parties.
The effectiveness of an ad networks company is generally based on its RPM or Revenue Per Mille (mille means one thousand in Latin), which is your total revenue per 1,000 impressions. Conversely, a CPM rate means the Cost Per Mille, which advertisers pay the ad networks for every 1,000 impressions.
According to our research, a good RPM can range from something as low as $0.05 to as much as $50 and better ones can pay even more. And so the competition between the ad networks is determined by which of them pays the most. And the higher the pay, the more stringent their requirements may get for both the advertiser and the publisher. In other words, the better they pay, the more they get to hand-pick the businesses they wish to work with.
With that said, there are also those who are willing to work with budding companies and can start to work with them for as low as 10,000 page views a month. This also comes with its own drawbacks, so this is something you'd need to consider.
But the general user experience with networks that are willing to work with potential publishers with a low page view count is that they are more hands-on in their willingness to see a new website succeed and get their first pay-out because their campaign has been effective.
If you are an online seller, you probably have your own website(s) where you sell your products. This means you can be both a publisher and an advertiser at the same time. If you have adverts that can be a good accompaniment to your products, you bring value to your customers' lives. Conversely, if you think your products can help certain people, then the ad networks can set things up for you.
With that said, it's also good to do a little bit of research as a publisher. Find out who or which group of companies tend to buy from such links, then perhaps you can tweak your website to appeal to those groups so they flock to you. Putting out seasonal content also doesn't hurt. If it's Christmas, people tend to gravitate towards buying Christmas items, so imbue your page with the spirit of Christmas.
Knowing your audience is the key to profit.
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