Following the best practices to optimize AdX accounts lets you monetize your app effectively. Advertisers compete in real-time bidding to have their ads placed on your app. It’s a 360° approach that ensures you get the most out of your ad inventory. This article will look at what Google AdX is and explore the most efficient practices to optimize your account to boost AdX revenue.
What is Google Ad Exchange?
Google Ad Exchange or AdX is an ad exchange platform that Google introduced. It is a real-time bidding (RTB) system that allows advertisers to place their ads on apps and websites that are a part of the Google AdX network.
Advertisers compete against each other in a real-time auction to display their ads on the publisher’s ad inventory. AdX aims to provide publishers with a way to monetize their traffic and provide advertisers with a way to reach their target audience.
Google AdX was a part of the DoubleClick ad platform, including DoubleClick for Publishers (DFP) and DoubleClick Ad Server. Google AdX is now available to publishers who use Google AdManager to sell their ad inventory.
Result-driven practices to optimize Google AdX account
Earlier, only large publishers had access to Google AdX. But now, small and medium-sized publishers can also use it to monetize their traffic. Don’t know how? Contact us!
If you are a publisher who is looking to increase your Google AdX revenue, then you should follow these best practices:
Activating the Dynamic Allocation:
Dynamic allocation in DFP means several third-party demand and non-guaranteed demand—Open Auction, Open Bidding, and remnant line items compete in an auction for each ad impression.
By activating the dynamic allocation, you can increase your AdX revenue as it increases competition between direct and indirect sales in a fully automated manner.
Activate Open Bidding with ADX
Another tip to maximize AdX revenue is to activate Open bidding with ADX, also known as Exchange Bidding in Dynamic Allocation (EBDA). With this, Google will auction your ad impressions in real-time to multiple demand sources, including AdX and other ad exchanges, Open bidding runs a unified auction between all the demand partners and ad exchanges to determine the best yield and display an ad. It allows publishers to sell inventory to highest paying demand partners and earn more revenue.
Setup Your Price Floors Correctly
To boost Ad exchange revenue, setting the correct price floors is essential. A price floor is a minimum amount you are willing to accept for your inventory.
You will get more impressions if you put a low-price floor, but the eCPM will be low. You will get fewer impressions if you set a high price floor, but the eCPM will increase.
Experimenting with different price floors would be the best strategy to see what works for you. You can start with a low-price floor and gradually increase it till you get your desired eCPM.
You can apply multiple pricing rules to different ad units to fine-tune your price floors. Use open action pricing rules to set the price floors for your ad units.
Establish Opt-in and Opt-out Rule
A user consent opt-in button collects cookies and helps show relevant ads to the users. By having these rules in place, you can ensure that only the ad units that are profitable for you will be displayed on your website.
On the other hand, when users take action to draw their consent from your website, it’s known as the opting out process. For example, you can use an opt-out setting to let users know that they have the choice to stop receiving cookies from your website. You can also add an opt-out button on your website that users can click to withdraw their consent.
Setup Experiments To Increase Google AdX Revenue
Remote Config in Google Firebase is a powerful feature you can use to run A/B tests on your actual network traffic. This feature allows you to test different ad placements and strategies to see what works best for your app and how it will impact your revenues.
Study the data collected by experiments and analyze it to see if there are any improvements that you can make to your ad placements.
You can compare the performances using several metrics that will help you optimize your ad placements. Focus on generating a higher CTR for a long-term strategy that will result in more profits without compromising user retention.
Make the necessary changes to your ad placements if you notice any improvements. Moreover, you can also use experiments to test different ad types and formats.
Price Floor Optimization
Setting floor prices will help you increase your Google Ad exchange revenue by only showing premium ads on your inventory. Hence, avoiding lower-priced ads to maximize profits.
To implement this, you must have your own ad-ops team or hire a monetization partner like AppBroda. Based on the results, we will monitor your ad campaigns and change your price floors.
Moreover, we will help you strategize a plan for different ad types. For instance, you can set a higher price for video ads than display ads. Optimizing your price floors can increase your Google Ad exchange revenue and maximize your profits.
How to Boost Your Google Ad Exchange Revenue?
Optimize Your Inventories
Inventory can be classified into direct and remnant. Direct inventory is the prime ad space on your app sold through a direct sales channel. On the other hand, remnant inventory is the inventory not sold via direct sales and is generally sold through an ad exchange.
Take Advantage of Opportunities and Experiments
Opportunities are suggestions from Google Ad Manager for how you might earn more revenue, such as changing a pricing rule or unblocking a category. You can view the projected revenue impact and decide whether to implement the suggested change.
Experiments let you use actual network traffic to test how applying changes to your network will impact revenue. You can run an experiment directly from an opportunity or manually create an experiment of your own.
Google Ad Exchange uses machine learning to discover your inventory’s best experiments and opportunities and optimize your revenue.
Those were the few best practices to optimize AdX accounts and generate more revenue. Following these tips can improve your ad placements and create a more efficient and profitable ad campaign.
Performing these experiments and implementing the changes can quickly become overwhelming if you are also working on developing new apps. So, save your precious time and hire an expert from Appbroda to help you with Google AdX revenue optimization.
What are you waiting for? Book a free consultation now!