Adsdaq has an interesting twist
on website advertising: you set the CPM price you want for your
ad space, and if they can supply an ad at that price, it runs. If
they can't, they'll run a backup ad that you provide - Google,
Yahoo or whatever.
The price you set is the price you get - they are
charging the advertiser something more than that, but that's not
Obviously you need to know what your effective CPM rate is. Google
and Yahoo do tell you that, but if you aren't breaking your site
down by sections or content tags, you may not realize that
some of your content may be pulling much harder than others. If
you set your Adsdaq rate higher than the highest CPM rate, you
not only will get fewer chances at ads, but you will be missing
opportunites to use this in the areas that haven't paid as well.
For example, say that overall you've been getting a $3.10 effective
CPM for your ads. However, if you break that down, your posts
about "Networking Hardware" are pulling a $15.00 CPM while your
more common political rants are under $1.00. You would probably
do best by NOT using Adsdaq ads on the "Networking Hardware" posts,
but setting a $1.00 or so CPM for Adsdaq ads that you'll run
on the other pages.
It may not be immediately obvious, but setting higher prices
tends to eliminate junk ads, and as you'll always get your
normal ads if Adsdaq can't meet your price, there is really
nothing to lose (unless you set it so high that you never get
any higher priced ads, of course).
You certainly don't want to set your asking price too low:
that would just steal from your normal ads. If you aren't
entirely sure where to set it, higher is safer. But somewhere
in between is the perfect point that will give you the
best possible revenue increase.
Finding that"right" price can be difficult, especially if
you don't have good historical CPM information, and if you
don't have the ability to completely control what ads
will run under what circumstances, you may not be able to
implement what is really needed (one of the many reasons
that I write all my own code).
Adsdaq has a tool that tries to help you set a good CPM rate
based on data you provide about what you are getting now. They'll
even give you some idea of how often they expect to be able to
provide ads at your price. That's all helpful, but this is
still hard to figure out.
i picked some positions and sections that never do
well and added their code.
Reporting is fairly quick: I started seeing figures within
an hour of placing the ads. Fill rate was about what
I expected. I think this can be a great
adjunct to your advertising, but I think finding
the correct pricing is difficult and will need constant
watching and adjustment. That's another thing to keep in
mind: if you'll only make a small amount extra per month because of
this, it won't be worth spending much time on..
I came across this at http://www.adesblog.com/.
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© 2009-11-07 Anthony Lawrence