8 Tips to Choose the Best Ad Network for Your Website/Blog

Ad Networks

How to Choose an Ad Network?

If you are reading this article, it means that you finally decided to monetize your website or blog and make thousands of dollars from it. It's great news! BUT There’s just one problem - there are just too many ad networks.

Joining an advertising network is one of the best ways a website can generate advertising revenues. With no advertising sales staff, the best recourse for small online operations would be to outsource the process of selling its ad inventory. This is best accomplished by the ad networks, which provide the sales force that sells space on member Websites to advertisers and media companies.

Like all other creatures, like everything on the earth and beyond are created differently. Some networks are geared towards high-traffic sites. Others work on a direct-response model, while some specialize in niche markets, or alternative advertising venues.

Here are factors that you should consider in selecting the best ad network to participate in:

What do you Need to Consider?

1. Compensations & Business Model of Ad Network

One important factor when joining an ad network is to know how you will be paid. How effective are they selling your ad space, at what rate, and how much of that will actually reach you? These are the 3 most common ways your ad displays will be compensated:

1. CPC
Cost per Click advertisement is easier to monetize than the CPA model since it rewards publishers for each click. The upside is that CPC has the potential to turn small levels of traffic into revenue, and these ad blocks are easy to set up. The downside is that revenue can be inconsistent since it depends on the customers' choice and interest to click. Ad placement location, niche, and visual appeal are some of the factors that can enhance the effectiveness of CPC ads.

2. CPM
Cost per Thousand Impressions advertising networks pay publishers for every 1000 impressions, or ad views. This is a one of the best choice for websites and blogs with high traffic since the large number of visitors equals more revenue. This also allows you to predict your advertising revenue monthly based on your website traffic. The downside of CPM networks is that they can be difficult to join with minimum impression requirement, or they offer CPMs that are too low to turn into a significant source of advertising revenue. For publishers, CPM is one of the best ways to monetize because the greater your site traffic is, the more revenue you can earn.

3. CPA
Cost per Action (Acquisition) programs reward publishers only when visitors purchase the product or service from the advertiser after visiting your website. These advertisements award high payouts. However, your earnings depend entirely on the visitors' purchase and the effectiveness of the ad copy. If they do not buy any product, you do not earn any revenue. Typically, CPA is more effective if the website has high traffic and a particular focus that compliments with the products being advertised. For example, if your site is about movie reviews, a ticket-seller program will perform a lot better than an technology website. If the theme of your website does not compliment the ads, it will be hard to earn from the CPA model.

Which pricing model works best for your website can ultimately only be ascertained by testing them out one by one and comparing the revenue that’s generated.

2. Size of Ad Network

All things being equal, an advertising network with 15,000 advertisers on board will give you better performance than one with 1,500 advertisers.
Why is this so? First, a bigger inventory means that the ad network has more options when trying to match an ad to a website based on its content; this is called contextual targeting. Better targeting equal to increased user engagement and higher CTR rates. Besides that, also means a larger number of geographic areas are represented

Of course, this doesn't mean that size is everything and all other networks are doing bad, it’s not just the size that matter, that's why you should read and consider other factors as well

3. Form of Banners and Advertising Materials Served.

The 480×60 banner is the commonly used banner served by ad networks. Some, however, allows the use of buttons and other banner sizes. Still, there are networks that serve full-page ads (which usually have higher CPMs), pop-up ads and even text ads. Other networks require that you place a search box in the first page of your site in addition to a 480×60 banner.

Be discriminate in agreeing to the form of ad banners that will be served on your site. Pop-up ads, for example, may irritate some visitors or may increase your revenue. Read carefully what the ad networks will put on your site when you install their code. Some networks puts mobile ads that cover the bottom of your page when your site is viewed in a mobile device.

4. Quality of Ads

Most publishers don’t concern themselves with what ads are being served as long as they are making them some money. This could be problematic and harmful to your brand, even if it gives you good gains in the short term.

For example: If you have a blog about childrens and in the meantime, you have a pornographic ads on your blog. It sounds bad, right?
That’s a complete trust killer and not only. That's why you should control what ads are being placed on your website or blog, and how quality and relevant they are.br>

5. Reliability and Reputation

Like any other business decision, joining an ad network requires systematic research. It is important that you carefully investigate the quality of the ad network before join. You also need to check the capability of the network and verify whether it really does have the sales force required to sell advertising inventory of member sites. There are a number of ad networks that are nothing more than a guy with an HTML editor. Go to a number of sites that review ad networks to get a first-hand account of which networks to go to and which should be avoided.

6. Timeliness of the Payment Schedule

Payments are usually made on Net 10, net 15, net 30 and net 60 terms which essentially specify that the net amount is expected to be paid in full and received by the publisher within 10, 15, 30 or 60 days after the service is completed. The timeliness of payments is often the source of complaints from participating sites. Watch out for networks whose payment schedule is quite slow. Choose a network that pays like clockwork.

7. Control over Your Ads

You only want ads that can generate revenue and attract visitors. If you have a specific demographic that will not tolerate certain topics and images, then you should take into consider how much control you have over the ads. Is it possible to turn off undesirable ads such as gambling services, adult services, or ads from your competitors?

8. Quality of Advertising Performance Report

Your ad earnings will depend on the accuracy of the reporting and statistics used. Some networks offer several types of in-depth reporting on the performance of the ads, allowing you to easily determine how well each advertiser is working for you. There are those that provide you with detailed information on how all the ads are performing, including the number of ad impressions and click-throughs, a daily and hourly summary of traffic, and information on which IP addresses are viewing and clicking on ads. Other networks provide information on individual advertisers, and how their campaign is progressing, including ad impressions, earnings, clicks and current payment status.


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