This post was most recently updated on July 29th, 2019
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It’s that wonderful time of the year again: the holiday season! As a publisher, here are some of the things you can do before the busiest time of the year begins to maximize your revenues.
If you have last year’s audience data from Google Analytics available, for example, you can check the following: where did most of the audience come from, which pages did they visit, which search queries did they use, and how long did they remain on your site. These will provide your benchmark for the months to come.
Slow loading time means your viewers will get impatient and leave your site. If you haven’t checked your page speed, now is the time to do so. You can use the free Google PageSpeed Insights tool to find out load time issues and recommended fixes.
Mobile use is on the rise, which means you also have to optimize the mobile version of your site if you haven’t yet. Put yourself in your audience’s shoes and imagine looking for what you need. Can it be accessed easily? Is it loading properly? You can also ask a friend or colleague to give you constructive feedback.
Your visitors’ interest and engagement should be on top of all publishers’ priority. Without their trust, you will lose a lot. Win their attention and loyalty by producing high-quality content and interact with them often.
Use a heat map tool such as crazy egg, to understand how viewers interact with your pages. It’s best to put your best content in the “hottest” areas and place your advertisements near it.
Related Read: Tried and Tested: Best Adsense Placements
It’s important to join in the merry season by promoting your business online through social media channels and other places where your target audience frequent. Consider doing paid search and promote your ads if it’s not part of your regular campaign. Give your audience a reason to visit your site by giving them the content they want.
Whatever niche you’re in, create content that’s useful for your visitors for the holiday season. Advertisements displayed on your site are most likely customized for the holidays, so be sure to complement these with holiday-themed articles. For example, you can create listicles or gift-guides appropriate for your audience.
You wouldn’t want to be banned during this crucial time so ensure you keep your site free of violations by always making sure your ads are placed properly and your content well-moderated. If you want to have a refresher or when you’re in doubt if your site changes are not breaking any rule, it’s best to go straight to the AdSense help page.
Related Read: 10 Most Common Adsense Violations: Meme Edition
Next to ad blocking, ad blindness is also a serious issue especially now that publishers will only get paid for viewable ads. To ensure your ads get viewed, study your heat map data and experiment with ad placements. Make sure to still follow ad placement policies and don’t just put ads above the fold for the sake of viewability.
Avoid showing any blank ads by creating backup ads to maximize your ad revenues. Make use of this time to look for opportunities to advertise seasonal businesses. Here’s how you can do it: http://www.monetizemore.com/blog/how-to-setup-backup-ads-for-google-adsense-or-ad-exchange/.
If your site’s performance goes down during the holidays, don’t worry much about it. Unless you’re an e-commerce site, that is. During the holidays, understand that people are busy making their lists and checking it twice. They’re probably caught up in the rush during the last quarter of the year. It’s also a perfect time to evaluate your past year’s performance and strategize for the next.
For more tips on optimizing publisher performance and increasing ad revenue, contact MonetizeMore – the leader in outsourced ad optimization.
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