Publishing websites live on a very different playing field. While most brands generate and share content to fit the different stages of the buyer’s journey and ultimately sell their product/service, publishers generate and share content as their product. A recent study showed most publications are still struggling to overcome sluggish data processing, technology fragmentation and lack of scale. In their rapidly changing environment, taking on data goals is like looking into a different world, which can be a little confusing. Here is a contemporary visual approximation:
As a publisher, you’re well aware that your site must not only provide relevant and interesting articles, but also generate engagement with the variety of native advertisements that live on each page. It’s simple: ad engagement = revenue. Unfortunately, this simple equation has been followed by a simple approach from countless publishing marketers who have relied too heavily on market segmentation and irrelevant metrics. These poor efforts have resulted in annoyed readers, disappointed advertisers, and ultimately unhappy publishers who fail to reach their revenue goals.
Fortunately for everyone involved, a solution for the troubled publishers exists in improving the user experience through content personalization. Below are 3 essential website metrics, and how content personalization can help you leverage them to secure larger ad revenue.
It only makes sense to start with this one. Click-through rate is a metric that has lived at the backbone of every advertising performance report, providing the most simple form of insight into the success of a given banner ad. Essentially, this metric is directly related to the advertising revenue you generate from a PPC campaign. With the average banner ad having a 0.1% click-through rate, it’s obvious that for many, the current approach to digital advertising is lacking.
Gone are the days of flashy images and aggressive calls to action. If you want to increase click-through rate, your ads and premium content offers must fit comfortably with the rest of the content on every single page, and they must be relevant in the eyes of every individual who visits your site. Content personalization not only allows you to customize the look of your native ads, but it ensures that the ads make sense to the person seeing them. In doing this, you increase your chances of securing larger ad revenue astronomically.
In the past, publishers have often focused on the performance of their website as a whole, asking questions like: how big is my audience? What segments of the market make up the majority of my audience? While these metrics are important, they do not provide you with any actionable information in your quest for larger ad revenue. Instead, you should be focusing on the performance of each individual page.
It may sound like a daunting task at first, especially for publishers with thousands and thousands of pieces of content coming from them and their many contributors. However, analyzing page performance allows you to measure your most successful content, and pair it with relevant ads and premium content offers. Why waste an offer for a brilliant e-book on a page that has NOTHING to do with the content your advertiser wants to sell? Content personalization allows your content and your advertisements to work together as a team, rather than tugging at arm and leg for the reader’s attention. By reporting this to your advertisers, you can provide valuable insight into the type of content their potential clients and customers are interested in.
This is more of a marketing metric than an audience metric, but it puts a cap on the analytics related to the performance of your content and the ads that live with them.
As a publisher, your goal is not to generate leads. However, your advertisers have invested in your site to do just that. Clicks and downloads are a great way to show the success of the ad campaigns running on your site, but nothing is more valuable than leveraging the increases in lead generation/conversion for your most satisfied clients.
Many publishers have seen business skyrocket with the implementation of a content personalization strategy. Business2Community saw premium content downloads increase by 300% after personalizing the user experience through relevant banners and suggested content, putting their advertisers a step ahead of the competition. By presenting the positive results of the ads on your site, and monitoring lead generation/conversion for your clients, you can identify exactly which ads are providing the highest ROI.
If you’re in the publishing business, check out how the new personalization technology can help you transform your revenue streams:
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