AdMob eCPM can be increased by applying various strategies through an app’s lifecycle – from launch to growth and then maturity phase. However, each phase needs to be dealt with differently. So, if you have just launched your app and are finding ways to increase eCPM, then take a look at part one of this article here link.
However, in this article, we are going to evaluate how mobile applications can generate more revenue and surge their eCPM in the growth phase.
Increasing AdMob eCPM in the growth phase of an application is tedious but can be achieved if the strategies are aligned. These strategies are summarized through experience-backed practices and insights.
Let’s take a look at the strategies!!
· Run Competitor Ads
Running competitors’ ads may sound tricky and counterintuitive. You may also wonder if running competitor ads may drain down your users! But, enabling competitor ads increases eCPM and does not highly impact user retention in the growth phase.
The idea is to start with a smaller audience and run A/B testing to see how effective the strategy is specifically for your mobile application.
Your competitors will have the highest demand for eCPM as they want to target your users. So, study your competition and see how their product can help you grow. This strategy can be great for apps under hyper-competitive categories and they can certainly lift your eCPM.
Developers while launching an app usually disable competitor ads as their main focus is to grow users rather than earn revenue. Nonetheless, in the growth phase when you have already gained your users, experimenting with competitors can boost eCPM.
· Show Rate > 60%
Google AdMob defines show rate as the percentage of returned ads that were shown in the app to the user. It’s summed up by dividing impressions by matched requests.
In simple words, it is the measure of the number of ads shown to the user to the number of ads returned by AdMob.
There could be two reasons why this could happen –
- The user did not reach the screen where the ad was supposed to be displayed.
For example, In a gaming application, an interstitial ad is shown at the end of level 1. But you have designed your app in a way that the win rate is 50%. This means your show rate will also be 50% automatically. Because the user is only landing 50% times on the win screen.
- You are asking AdMob for an ad even when there are no ad slots available.
For example, Developers generally keep calling ads and have a backup of ads to reduce the latency of the ad call.This strategy although seems promising, still compromises and lowers the overall show rate.For an advertiser who won the bidding, this may not be a good deal as the show rate will be low.For instance, your show rate has dropped to 35%, which effectively means that there is only a 35% chance that the ad will be displayed. In such cases, the advertiser eventually loses interest and stops bidding.Hence, it is important to focus on the show rate and find out ways to increase it.No placement’s show rate is 100%, but you must target to keep it above 60%. As an app publisher, you can consider multiple strategies, the most important being to optimize the Cache.Also, understand where your ads are being shown and when your screen refreshes – this will increase the show rate and ultimately boost the eCPM.
There are mainly two types of mediation methods that app publishers consider in the process of monetization – they are Waterfall & Open Bidding.
Waterfall Mediation is primarily used by app publishers, but you may experience some amount of latency in ads. This can do more damage than good in the growth phase. Hence, it is better to consider open bidding compared to waterfall mediation.
Open Bidding enables ad sources to offer your inventory to multiple bidders in real-time. It also gives you the possibility of getting more bidders and even higher bids, leading to an increase in your eCPM.
With the open bidding method, a real-time auction is held to fill the ad requests that make sure you get the highest revenue for your every impression. Contrasting to the traditional mediation method that relies on user-provided eCPM or historical data to rank networks.
Open Bidding calls all ad partners simultaneously and bidding happens in real-time. It allows ad partners to compete in a unified auction and reduces latency.
For example, if there are 10 bidders available, whoever bids the highest wins! There can be lesser bidders on AdMob alone, but adapting different platforms such as FAN (Facebook Audience Network), Smarto, Ad Colony, AppLovin, etc. is also a great way to increase eCPM.
· Multiple Calls
This approach is only recommended if you are not getting enough out of mediation. Google has launched a new flow strategy that allows you to set high, mid, and all prices as the eCPM floor.
Set up the bidding ecosystem and try to analyze your high, mid, and low bids. Conduct testing, and see if it adds value and increases your overall eCPM. If it is not offering you results, give it a halt and try the method when your app is in the maturity phase.
Would you like to explore more strategies from the growth phase or is your app already in the maturity phase? Keep checking out this section to find out more strategies or get in touch with our experts now!
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