Upload
others
View
1
Download
0
Embed Size (px)
Citation preview
5 Minutes Until Event Starts
4 Minutes Until Event Starts
3 Minutes Until Event Starts
2 Minutes Until Event Starts
1 Minute Until Event Starts
PublisherThe
Forum The event is this way
In the Acapulco Room
Welcome to the Publisher Forum
John Cole Tyler BishopJohn is the Chief Customer Officer for Ezoic and is a successful veteran
of the online advertising industry. He’s worked closely with over 23,000 publishers over the
course of the last 6 years. John is also a tea enthusiast.
Tyler is an award-winning marketer and is the head of marketing for Ezoic.
He’s served as an SEO expert for start-up boards and has helped dozens of sites exponentially increase
organic traffic. He’s also a Brazilian Jiu Jitsu black belt.
What is Ezoic and why are you two guys leading the event today?
The story of Ezoic
Bought sites and
improved ad
performance
Increased site
revenues
2-5x & refined
A.I.
Made layout testing & ad
testing
products available to
publishers
Google case study shows
increases in
revenue to pubs of over
400%
Platform contains
over 23K
sites and grows each
week
Site results are
holistic
Billions of variables affect
monetization
User behavior is constantly
shifting
Not All “AdTech” Is
Helping
Competition is good
These experiences fuel today’s content
Matthew Prince, CEO, Cloudflare
Sean Meng & Florian Müller-Behrendt, Google
Christian Amadasum, Google Product Team, Google
Dr. Greg Starek, Data Scientist, Ezoic
Gavin Bechtold & Roberto Fernandez, Ezoic
Bill Phelan, CEO, Bright Hub & College Factual
Q&A panel with all of today’s experts
Submit questions to today’s speakers
Use the box up front!
Who you will hear from today
We’ve come a long way, baby
2000’s
SwappingAd Tags
Creation of “ad stacks”
Publishers started swapping out ad
tags to improve
performance
Publishers started experimenting
with “waterfall”
method of ad placement
2007 2010 2015
Exchanges & Bidding
Exchanges & bidding
mechanisms
helped publishers balance efforts
Personalized Ad Experiences
Select publishers started
experimenting
with personalized ad placement
How are these ads impacting our future?
Personalized Ad Placement“The ability to show a user a completely individualized ad experience based upon unique factors and data specific
to that user’s behaviors, attributes, and history”
All the UX elements of your site affect each other dramatically
•Navigation•Background•Ad Density•Page Speed
Users tend to really hate white text on a black background. Navigation can be determined by cultural sensitivities.
HeadlineAD
AD
Is your ad density matching the threshold for what users will allow?
Is your ad density matching the threshold for
Unfortunately, there’s no silver bullet
Not all AdTech Is helping your site
What did The Guardianjust learn?
What You CAN Control What You CAN’T Control
• Inventory• Ad quality (content engagement)
• The users’ experience on your site
• Implementation of AdTech
• How AdTech affects other AdTech• The fairness of the digital landscape
You should be asking these questions…
How much money do I make per
user?
How are my bounce rates doing over time by device?
How do my top landing pages perform (UX, earnings, and more)?
Am I doing regular “health checks” on my own to see how the site is doing?
Is my website fast enough for users?
Is my site secure?
“Just another ad, right?”
Scenario #2RPM = $10.00
Scenario #1RPM = $8.00
$200.00 Ad Revenue
$150.00 Ad Revenue
CPM is a metric for advertisers, not publishers
Scenario #2RPM = $10.00
Scenario #1RPM = $8.00
$200.00 Ad Revenue
$150.00 Ad Revenue
EPMV (Earnings Per Thousand Visitors)
A true metric for publishers
Site Earnings Visitors/1000
÷
=
EPMV
Smart Reporting - Pages vs Landing Pages
How should you measure user experience
Bounce Rate Pageviews Per Visit Session Duration
Geo-Location Landing Page Device
Subjective Data vs Objective Data
Which is more appealing?
Subjective Data vs Objective Data
Which is more appealing?
What you think your site/page is about
What users think your site/page is about
How will you know if you’re going in the right direction?
Visitors RevenueKeep Score
How will you know if you’re going in the right direction?
You Deserve A 5 Minute BreakWe’ll be back at 10:45am with Matthew Prince from Cloudflare
Alex DynerHead of Special Projects
Tell us a little about yourself and your role at Cloudflare?
Can you explain to the audience what Cloudflare does?
What trends do you see driving business for publishers?
What new developments can you share with us here today?
What advice do you have for the publishers that are here today?
Tell us a little about yourself and how you came to be at Google?
What is the Google Certified Publishing Partner Program?
What is the certification process like?
How does the program benefit publishers?
Where’s the line between Google support and partner services?
What is the future like for the Google Certified Publishing Partner Program?
You Deserve A 5 Minute BreakWe’ll be back at 11:40am with Christian Amadasum from Google
It’s time for lunch…We’ll be back at 1:05pm with Dr. Greg the Data Scientist
Statistics
ComputerScienceScientificMethod
Data
Science
Data Science What is it?
Statistics
ComputerScienceScientificMethod
Data
Science
Maximizing desired
outcome by leveraging our
knowledge of the past to reduce
uncertainty
The Predictive
Power of Data
We
igh
t
Length
The Predictive
Power of Data
We
igh
t
Length
y = mx + b
The Predictive Power of Data
y=mx+b
Ma
kin
g t
he
Pla
yo
ffs
Number of Wins
Prob =!
!"#$%
We
igh
t
Length
Machine Learning and Algorithm Development
Dog Criteria?• Animal
• Mammal
• Barks
• Walks on 4 legs
Machine Learning and Algorithm Development
Animal?
Mammal?
Walkson
4legs?
Barks?
Machine Learning and Algorithm Development
Animal?
Mammal?
Walkson
4legs?
Machine Learning and Algorithm Development
Animal?
Mammal?
Walkson
4legs?
Accurate predictions require big data
Machine Learning and Algorithm Development
• Two steps:
• 1. Minimize error on decision tree
• 2. Maximize probability of desired outcome
Data Science in Action: Where to Place Ads?
• Chrome• Saturday• 10 am• Cellular tethering• La Jolla, CA, USA• (and much, much more)
Optimization Algorithm: Tree Model
United States?
Saturday?
10 am?
Cellular Tethering?
Earnings?
Optimization Algorithm: Tree Model
United States?
Saturday?
10 am?
Cellular Tethering?
Earnings?
United States?
Saturday?
10 am?
Cellular Tethering?
Earnings
United States?
Saturday?
10 am?
Cellular Tethering? Bounce
The Power of Big Data
Data Science Take Home Messages• Collect data across multiple
variables• Minimize Error• Maximize Probability
Quick caveat before we start
When it comes to Google AdSense and ADX terms of service (policy), we have more experience than almost any publisher
We’re very happy to share our experience
But, I don’t work for Google
This is not ‘official’ or in any way ‘legal advice’ – this is just my personal opinion based on what I’ve seen and learned…
Common Google Policy Mistakes
Why all Google
publishers should care….
Why do we have to keep to Google’s policy rules?
Legal Reason: You’ve already agreed J
Practical Reason: It’s in your long-term best interest to do so
How do Google’s policies help publishers?
• App Nexus Video Ad Exchange 2015
• Major Fraud Issue
• CPM’s rose from <20c to $1.60CPM after crack down
Navigating Google Policy
6 things to avoid if at all possible…
3 things you must avoid…
Don’t….. keep getting Policy Violation Warnings
• These come in via email or via your Google Certified Partner.
• You don’t want to be getting repeat warnings
Here’s how they happen:
Don’t…… lose your ‘nessie’ or arrow ads
• Losing Google ‘arrow ads’ happens without warning
• Not only might you lose your Nessie ads – you could also
end up with a violation warning…
Don’t… put a 300 x 250 above the fold on Mobile
Don’t put >1 ad per viewport on Mobile
Don’t put ads over content / content over ads
Don’t… produce ‘thin content’
Non Family Safe ContentAds or content – if it’s not family safe you could get a warning
Ad to Content Ratio
Policy mistakes to avoid at all costs
1. Clicking on your own ads - or getting other people to do that for you.
2. Generating (or receiving) Bot Traffic
3. Receiving traffic from incentivized sources
4. Manipulating how ads are served
5. Encouraging users… to click on ads to support your site
Top reasons for account closure:
Don’t - Duplicate Content
Don’t engage in deceptive ad placement or navigation
Traffic Sources / Buying Bad Traffic
Violations happen…(even on big sites)
What to do if you get in trouble…
• GetHelp
• Takeaction
Summary
Do’s:• Know the rules• Add tons of value to your users
• Pay attention to policy warnings – they’re
important• Seek help online or find a GCPP to help
Do Nots:• Lose your nessie ads
• Implement ads in ways that are confusing• Exceed 50% pixels to ads ratio
• Duplicate content across domains• Publish non-family safe content
• Clicks on your own ads or buy traffic from
poor sources
You Deserve A 10 Minute BreakWe’ll be back at 1:55pm with Gavin & Robert
Who will be sharing data from thousands of sites…
Multivariate Testing
“Multivariate testing is a technique for testing a hypothesis in which multiple variables are modified. The goal of multivariate
testing is to determine which combination of variations performs the best out of all of the possible combinations.”
Multivariate Testing Using Machine Learningvs
A/B Static Testing
vs
AD1 AD2
Multivariate Testing Using Machine Learning vs
A/B Static Testing
The difference is staggering!
Applying Machine Learning To Testing
Variables that must be continuously tested
Ad Locations
Ad Sizes
Ad Colors
# of Ads on the Page
Types of Ads
Who is the user?
Geolocation
Time of day
Traffic source
Device Size
New Vs
Returning
Themeowpost.com
Results
• Earnings increased on every device
• Increase in returning visitors
• A 9% decrease in bounce rate
What about the ads themselves?
• Competition is Good
• Ad partners + existing ad relationships = healthy competition
Results from Increasing the Competition
● 17% increase in EPMV
● Massive increase in earnings
Improve UX Through Ad Optimization
The Progression
of Testing
Testing Ad Combinations
Testing Layouts
Layout Tester aka Full Site Optimization
Layouts/
themesMenu
positions
Page columns
Fonts
Example: u-s-history.com
Optimize Your Layouts Too?
- Bigdata=BigPicture
- SubstantialImprovementtoUserExperience
- Increaserevenuegainsevenmore thanyou
couldoptimizingforadsalone
Layout Optimization- simplypsychology.org
• User Experience +
Revenue
Improvement
• Revenue increased
by more than 400%
• 30% + increase in
traffic growth
Revenue
Ad Optimization + Layout Optimizationanswersking.com
• User Experience
+ Revenue
Improvement
• EPMV nearly
quadrupled
“Patience you
must have my young padawan”- Yoda
Thank you
Bill PhelanCEOBright Hub
How did you get involved in the publishing industry?
What’s your history with monetizing your site?
Increases in Mobile Traffic and SEO Position (+104%)
Decreased Bounce Rate (+16.7%)Increases in Time On Site (+24%)
+180,000Added Ranked Organic Keywords
+2x Increase in EPMV
+3x Increase In Ad Earnings
How do you think about Ezoic in relation to your site?
What role should technology play in publishing businesses now and in the future?
You Deserve A 5 Minute BreakWe’ll be back at 3:05pm with John & Christian
Who will be announcing a new Google AMP-related application
Ezoic LaunchesUniversal AMP Converter For All Sites
Your Current Website(any CMS)(mobile-friendly or not)
AMPCONVERTER
App
New AMP-Compliant Pages Indexed In Search Engines
Take Pages & Make Them AMP-Compliant Without Losing Functionality
Opportunity for forward-thinking publishers & an easy way to test AMP
Early SERP Results Are Extremely Positive
If you’re interested in learning more, connect with anyone from our publishing team before you leave today
Final 10 Minute BreakWe’ll be back at 3:15pm to have our
experts answer your questions
Dwayne LaFleurCEO & Founder
Ezoic
Christian Amadasum
Product LeadGoogle
Bill PhelanCEO
Bright Hub
Dane Knecht
Head of Product Strategy
Cloudflare