How to Optimize Ad Formats in Google Ad Exchange

This post was most recently updated on September 18th, 2019

Do you know that you can further boost ad performance by optimizing ad formats in Google Ad Exchange? Because of the advanced optimization features of Ad Exchange, publishers are able to tweak ad inventories using a variety of techniques and experiments.

Our in house ad optimization team gives you solid tips to try. Here are some ways you can optimize ad formats in Google Doubleclick Ad Exchange:

Tip #1: Go for the top performing ad sizes

Ad sizes such as 300×250, 336×280, 728×90, 970×250 tend to be in demand on private auctions & preferred deals. Advertisers have more inventory available for 300×250, 336×280 & 728×90, making them more profitable than other sizes.

Tip #2: Consider video in-banner

Do not ditch video in-banner completely. Video ad format pays the most lucrative CPM all the time. If you are concerned about page load, you might want to limit the ad spots where you would allow in-banner video (IBV). They tend to send huge amount of ad requests per minute that could potentially harm your site’s speed.

Related: Go for LEAN ads to improve user experience and fight adblocking.

Tip #3: Test which ad format works best

While it is recommended by Google to run text + image/rich media not only to increase competition but also to improve fill rates, you might want to test which ad format performs better on your site. In some cases, one may outperform the other. An A/B test would do the job.

Related: What are the Highest Earning Ad Sizes?

Tip #4: Test native ads

They are the least intrusive type of ads as they blend well with the look and feel of the site. They are heavily based on CPC but still an incremental source of revenue. Find the best spot where users can see and engage with the unit.

Tip #5: Experiment with high impact ads

High impact ads is another revenue stream. These ad formats could be the most intrusive but usually pay the highest CPM. Examples are interstitials, small to large video players, anchors, in-image ads, sliders, skins, in-content expandable, etc. The least you’d want to do is clutter your site with too many ads. So choose the ones that would best fit your strategy without sacrificing user experience.

Get started on improving ad performance by upgrading to the best version of Adsense: Google Ad Exchange. It is the most consolidated source of global demand, with high-power targeting and optimization features. Sign up FREE today!

Kean Graham

Kean Graham is the CEO and founder of MonetizeMore & a pioneer in the Adtech Industry. He is the resident expert in Ad Optimization, covering areas like Adsense Optimization,GAM Management, and third-party ad network partnerships. Kean believes in the supremacy of direct publisher deals and holistic optimization as keys to effective and consistent ad revenue increases.