How 6 New Changes Coming to AdWords Will Affect AdSense Publishers

By Eyal A Katz  |   Submitted On June 02, 2016

  

In case you've lived in a well for the past couple of years, Google is absolutely in-love with mobile traffic. We don't need to tell you why - you already know that's where the audience is. But mobile is also where the largest potential for growth lies.

Ad networks have yet to fully crack or hack mobile advertising campaigns, which means there's still a ways to go to make advertisers and users happy.

But does Google still love us, publishers? Well, the messages we got from the GPS event were somewhat mixed. Most of them had little to do with AdSense directly, but can indirectly affect your earnings. So which direction will your AdSense revenues go, with these new updates on the AdWords side of the ad marketplace?

1. It's all about location, location, location - Local Search on Google Maps

The new Google Maps are going to offer attractive advertising capabilities for small businesses and local chain branches based on user location as well as other data.

Sounds pretty good for AdWords advertisers but what does this mean for AdSense publishers?

More Inventory = Less Competition

The laws of supply and demand tell us that if we increase supply of a certain product to satisfy increased demand we'll effectively stop prices from going up.

Or in digital advertising terms - more ad inventory means diminished demand for every ad unit and diminished CPCs and CPMs. Unless, with more inventory come greater ad budgets, especially if the new inventory is effective for advertisers. So this can actually be a blessing in disguise for AdSense publishers.

Search vs. Display

Google prefers clicks on their own turf. Of course they do. They don't have to share their revenues with publishers there. So offering a Google-owned locale-targeted inventory to advertisers is more than likely to take a bite out of that local search traffic.

Who Gets Paid for Embedded Maps?

will Google be adding ads to embedded Google Maps, and if so - who gets the revenue from the clicks in these local ads?

Another good question is what will happen to said ad units and publishers making a good living from in-map AdSense ads?

2. Who is bigger better for? - Expanded Text Ads Get Double Headlines & More Characters

Advertisers will now be able to include a two lines of 30 character each in clickable titles on their text ads, and 80 characters for a description line. Overall, this promises longer ads taking up more screen space in mobile searches.

This is great for search advertisers and Google, but for anyone trying to get organic traffic to monetize this is bad news. Looks like paid search ads are worth more to Google than the content you invested in making.

3. The Dread (or not) of Smart Pricing - Better Measurement of In-Store Conversions

At GPS, Google announced they will now be cross-checking users' mobile location history with PPC ads they've clicked and then attributing conversions to AdWords campaigns accordingly.

The goal of increased conversion measurement is to attract more advertisers. If Google is successful in this, it just means higher demand for AdSense inventory. And that will make everyone happy.

4. Not Just Responsive Ad Units - New Responsive Display Ads

Creating image ads for all ad sizes can be a pain. Especially for a small business advertiser. So often, you end up uploading image or flash ads in the most common sizes, and that's about it.

Google wants more competition between more advertisers over more inventory. By letting advertisers create responsive ads that can fit in more ad units, Google basically does just that. And this is great for everyone.

5. Targeting Your Device - Changes to device bidding

Google hopes (and we do too) that this will allow advertisers to spend their budgets more effectively and scale their ad spend quickly. Which would lead to more AdSense revenue for you (and Google).

6. Retargeting Gone Open - Lift on AdWords Demand Restriction

Other ad networks can display retargeting ads to users instead of AdSense, where AdSense is not implemented.

This might reduce CPCs for retargeting ads on AdSense, and hurt publishers relying on AdSense for revenues.

Local, Mobile, and Advertiser Oriented

Overall, the announcements at GPS are very advertiser oriented, and especially SMB (small to medium business) advertising budgets that have started to migrate over to the big F in increasing numbers.

Article Source: http://EzineArticles.com/expert/Eyal_A_Katz/2167080

Which 5 Ad Servers Will Make You More Money in 2016?

By Eyal A Katz  |   Submitted On January 17, 2016

  

Why run an ad server?

I think the above pretty much covers it but if you insist here are a few more benefits you get when using ad servers.

• Direct Advertisers
• Scheduling
• Targeting
• Reporting
• Technical Support

Those are only some of the benefits and features provided.

As always, it's about trial and error. Try and see what works best for you.

List of the top 5 ad servers

#1. DoubleClick for Publishers (DFP)

Surprise. A Google owned solution exists and it ranks among the top recommendations everywhere. It also has huge advantages. If we can safely estimate that you have less than 90 million ad impressions per month, it's free.

#2. OpenX

X marks the spot. OpenX has major market share for publishers running their own ad servers. They claim to serve 100 billion+ ad impressions every month, and 96% of "leading national advertisers" use it. Even Don Draper would be impressed if he was reading this on his whisky stained laptop.

#3. AdColt

Perhaps AdColt breaks the streak. It isn't free. But at $0.02 CPM (cost per thousand ad impressions) it's very close to free. But one of its key advantages is that it's a white label solution. You have some customization options to align it with your brand, including the basics like logo and your own ad server domain name.

#4. AdZerk

If you're a small publisher, you might go berserk when you hear the price of AdZerk. Their plans start at $1,000. So you will have to have solid traffic that can generate break even clicks and ad revenue to go this route. Of course, they do have the standard 30 day trial, so it's not a complete leap of faith.

#5. AdTech

AdTech is owned by AOL. Lots of trends here, one of them being that some of the Web's biggest or more recognizable brands are buying up this space. Fortunately for us all, AdTech does not come to your mailbox once a week on an unsolicited CD. If you're too young to know what the means, you probably look great in skinny pants, but will never know the joys of Atari. But I digress.

Will you serve?

If you were paying attention to who has acquired many of our ad server options, you know ad servers are than just a tool for serving ads by direct advertisers. You can aggregate all your ad networks into one hub and manage away.

Ad servers really do lend themselves most to publishers doing considerable traffic volumes. At face value, you might guestimate that you could boost earnings by about 30%. This is compared to AdSense. If the strategy works out, it could be much better. But you will only determine that through testing and experimentation.

AdNgin is a self serve platform that allows online publishers to increase their ad revenue through continuous testing performed on their page setup: https://www.adngin.com

Article Source: http://EzineArticles.com/expert/Eyal_A_Katz/2167080