How Viewability can help you Grow your Google Adsense Revenue
Viewability is the measurement of a viewable ad impression within a user’s browser. The Interactive Advertising Bureau (IAB) says an ad is considered viewable when fifty percent of the ad pixels are visible in the browser window for one continuous second. As an AdSense publisher maximizing the ad viewability of your site may increase RPM as viewable ads have a higher likelihood to be clicked on. This may also lead to additional investment from advertisers.
So how to make most of this valuable metric?
It is important to know that all viewable ads are measurable which allows us to confirm whether it has met the criteria for viewability. If your ads have 100 measurable impressions. That means there were 100 impressions where Active View tags were able to measure viewability. If only 10 of those 100 impressions were measured as viewable, then the site would have 10% Active View Viewability.
Tips to help you improve your ad viewability:
Ad Position and Layout
Let’s start with ad position. The most valuable position is not at the top of page but rather right above the fold. This is the highest viewable ad position across both desktop and mobile.
Responsive and Interstitials Ads
Place horizontal ad units just above the fold where they have the highest viewability rates. These units help publishers load an optimally sized ad for each screen displaying the ad. Web pages viewed on small screens can load small ads while web pages viewed on larger screens can load larger ads. For Apps go for Interstitials.
Consider using more vertical ads The most viewable ad sizes are vertical ads such as the 120×240, 240×400, 160×600 and 120×600.
Measure viewability with A/B testing.
Google Publisher and AdSense Tags can fire a callback event when an impression becomes viewable during an A/B test. With this, you can compare different layouts and ad placements based on viewability rates.
Ad sizes can have a large impact on your viewability. The most valuable ad sizes are vertical units. Not a surprise since they stay on screen longer as users move around a page.
Use Google Publisher Tags or the Google Mobile Ads SDK
Using either of these tags, or the AdSense Publisher Tag, will enable Google’s MRC accredited viewability solution, Active View, which Google is also bringing to the mobile app space, to help publishers and app developers understand which of their ads are viewable.
Use an analytics solution to measure how fast app pages are loading. For example, app developers can use App Speed reports
to see how long different requests take to load in their app.
To improve your speed optimization use Google’s testmysite
to analyze the content of your web page. It will then generate suggestions to reduce latency and make the page load faster. When pages load faster ads load faster and therefore viewability rates can go up. You need to be sure to use responsive layouts to optimally display site content on different devices such as smartphones, tablets and desktop. This helps mobile audiences engage more and again increase your viewability rates. Now you’re on your way to improving your viewability rates!
Sarah is a passionate writer and blogger. As an early adopter, she enjoys trying out new social media and Internet tools along with WordPress plugins and Web apps.
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