High ad viewability is the necessary evil to increase your CPM rates. Ads that are not seen, do not earn. The bad news is that based on a Google study, 50% of all display ads are not seen. But the good news is, more and more publishers are moving towards improving ad viewability. Key to that direction is actually content optimization.
Here are some ways you can optimize your content and overall site layout to get higher CPMs from Adsense and Ad Exchange.
1) Allocate high-engagement areas for both content and ads
You know your heatmaps so take a look at your high-engagement areas. Optimize the content you place there, alongside ads. Chances are, you get more eyeballs reading your content and viewing your ads. High-engagement areas can be above-the-fold, below-the-fold — like at the end of an article where you can place native ads.
2) Implement “Lazy-loading” content and ads
This mechanism allows content and ad to load only when the user is actively present in the area. So the rest of the ads on a page will only load when the user scrolls. This decreases page load time (hence avoiding users to exit the site); as well as making sure ads are seen and won’t compete with other elements of a page. Lazy loading decreases impressions that are out of view.
Read more about Ad Exchange over here.
3) Minimize iFrames
The viewability levels of ad tags within iFrames cannot be measured – unless you use friendly iFrames of SafeFrames. So as much as possible, reduce the use of this HTML element onto your page to boost viewability and CPM rates.
4) Go mobile-responsive
A mobile-responsive site means site elements will be viewed properly when accessed in various devices. A mobile-responsive layout is your number one investment to achieve optimum content and ad viewability. We suggest that you test your current site layout by using Page Insights, and the Mobile-Friendly Test
Related: Lesson 1: Go Mobile-Responsive
5) Create space for vertical ads
According to a Google study, most viewable ads are vertical ads. They come in these dimensions: 120×240, 240×400, 160×600 and 120×600. So when you lay out your page content, it’s advisable that you allot space for these ad slots because they carry great viewability rates to increase your CPMs.
Related: How to Improve CPMs for Display Ads
Increasing impressions is not just about driving traffic. It ultimately means your ads should be visible. The methods we have mentioned above are meant to guide you in optimizing your content and site layout to help you reach your desired CPM levels.
For more effective viewability and CPM-boosting strategies, seek the help of our expert ad optimizers. Sign up as our premium publisher