You might have heard about eCPM is but maybe you’re not sure what it is exactly. Put imply, eCPM is an indicator that helps you measure the value of your ad campaign, rather than the cost (that’s what CPM is used for). If you want to learn more about the difference between CPM and eCPM we’d suggest you check out our previous video on this topic. So how can you increase your eCPM? We’ve got 6 tips to help you get started.
- Work with an Ad Mediation Platform
Ad mediation platforms, also known as supply-side platforms or SSPs, can connect you to ad networks, ad exchanges and demand-side platforms or DSPs. By working with an ad mediation platform you make your inventory available to multiple bidders and the highest bid wins, driving your eCPM up. Ad mediation platforms can make the whole monetization process a lot simpler so this should be your first step.
- Improve ad relevance
Having the right ads for the right audience is crucial, as that translates to better click-through rates (CTRs). Remember: if your ads are shown to the right users, they are more likely to interact with them, which means your campaign will be more successful, improving your eCPM up as a result. Try to segment your target audience based on things like gender, age and location to find the right audience. Keep it simple but meaningful.
- Different ad formats
You might have plenty of ad formats running in your apps, but not all formats are created equal. It’s true that a certain format performs well depending on when, where and how you place it in an app, but there are some formats that have historically performed better. For example, you could try using rewarded video, 3D/panoramic and playable video ads. You might also want to consider native banner ads as they tend to work well in apps with feeds.
- Different ad placements
Now that you’ve settled on the ad formats that have the potential to earn you the most, you’ll need to make sure they’re placed within your normal user journey flow so that your audience is more likely to see and interact with them without feeling disruptive. After all, they need to look like they belong there. If the ads create a bad user experience, your ad revenue will suffer, so try experimenting with different ad placements and measure their effectiveness.
- Competitor ads
This one might be a bit tricky, but can work wonders in the right context. If you find yourself in a hyper-competitive category, you should consider competitor ads, as they could really boost your eCPM.
Depending on the industry, you might see a huge return on your investment, so make sure you study your competition and see how their product can help you grow.
- Keep up with industry standards
From simple banners to video ads and everything in-between, ad formats evolve over time. Users change their behavior and technology evolves constantly, so you need to keep up. Pay attention to how the industry reacts to such changes, whether we’re talking a shift in demand for specific ad formats or changes to average eCPM rates. Stay alert and be flexible, today’s highest performing formats might not be at the top tomorrow, so be prepared to adapt and optimize your monetization strategy.