Google AdMob defines eCPM as the estimated revenue received for every thousand ad impressions. AdMob eCPM is a blend of CPC and CPM ads and is mainly used in AdMob Network and third-party open-bidding ad sources.
Increasing eCPM is something every app publisher aims at, as it shows the rate at which an app is making money. Nonetheless, it is crucial to consider the lifecycle of the app.
If you want to increase your eCPM using AdMob here are the three phases within the lifecycle of a mobile application that you must take under consideration.
- The Launch Phase
- The Growth Phase
- The Maturity Phase
Let’s take a look at each of these phases and comprehend how to increase AdMob eCPM.
The Launch Phase:
You have transformed your idea into a mobile app, and you see a few downloads and are trying to analyze the user behavior. These are just the initial steps but an app can be in a launch phase for a longer time!
There are two ways to identify this:
- You continue to launch, test, and get feedback on the features built within the app.
- You are constantly updating the app and always have issues or bugs to fix.
So, if you are still in the launch phase you should not contemplate monetization through ad revenue, but rather work towards the app’s user retention.
Try to develop a relationship and engage the user with the functionalities of the app. Ultimately, user retention is the primary objective. Another aspect to take into account is invalid traffic.
During the launch phase, apps receive a high volume of invalid traffic and filtering it can be difficult without prior data. Moreover, it can further create issues with AdMob’s policy violations.
Thus, it is suggested to focus on user retention, gain quality of new users and avoid invalid traffic before moving towards ad monetization.
How to Use AdMob in the Launch Phase?
After you gain substantial users, a clean traffic source, and are compliant with the AdMob policies – then it is time for you to explore AdMob and work towards earning ad revenue.
Google Firebase is an app attribution software that helps app owners gather several core metrics. Apart from being a Google-backed product, Firebase seamlessly integrates with AdMob. It helps you to analyze iOS and Android. It offers tracking analytics, tools to report and fix app crashes, create marketing as well as product experiments, and many more.
Nonetheless, at the launch phase focus on metrics related to user retention and build a solid foundation to ensure stability among users.
How To Increase Admob eCPM In Launch Phase?
1. AD Formats
You can enhance engagement, maximize ad revenue, and grow your eCPM with innovative ad formats from Google AdMob. AdMob supports several ad formats such as banner ads, interstitial ads, app open ads, rewarded ads, rewarded interstitials, and native ads.
In the last two years, AdMob has upgraded and brought in newer formats so that app publishers can earn better.
For example – Banner Ads was upgraded twice – the first AdMob ditched the traditional banner with a Smart Banner that had a smart link and a fixed height.
The Smart Banner was yet again upgraded and called an Adaptive Banner, where the aspect ratio was fixed and allowed each device to automatically adjust the white or blank space.
Additionally, adaptive banners also allow you to hook videos or native ads, eventually increasing eCPM and fill rates.
Another Ad format known to increase eCPM is the interstitial ads. App publishers would usually have an entry or exit interstitial ad to increase their revenue. But now, Google has banned those placements and considers them a policy violation.
Yet, to allow app publishers to make money Google AdMob offered a substitute called as app open ads. Through app open ads, you can place the ads in the beginning and increase the eCPM.
2. AD Placements
The app design, target audience, ad format, and other factors determine where you should place the ad. Nevertheless, there are certainly a number of best practices in ad placement to increase AdMob eCPM.
Optimal ad placement is crucial because users go through banner blindness or get irritated by the excessive amount of ad experiences.
Know your users and provide a fulfilling ad experience to spike the eCPM. This is achievable if you study your user behavior and A/B Test between various ad placements.
For example – If you have a gaming app and want to optimize your interstitial eCPM, then you can A/B test the ad placement before and after the gameplay session.
This will help you learn about user retention, user engagement, and other KPIs accounting for User experience.
Do Not Explore Mediation in Launch Phase
During the launch phase, you have limited traffic and a smaller audience, which will not give you good results at Ad Mediation.
For example – Let’s assume you have 10,000 ad requests a day. This number may seem large to you, but within Google’s Ecosystem or any other Ad network, this amount is very small. This means you have limited data and not enough time is spent studying this data.
Also, due to this, you cannot draw conclusions on what or how your user is reacting. Hence, exploring ad mediation is not a good idea.
If you have just launched your app and are finding ways to monetize it with AdMob or already have an AdMob account and would like to increase your eCPM, simply get in touch with our experts.
But, what about apps that are in the growth or maturity phase? To know, watch out for this space for more information.
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- Why a Google AdMob Account gets Suspended & How to Deal with it?
- What is Invalid Traffic in AdMob and How it can Suspend your AdMob Account?
- How AdMob Detects Invalid Traffic After An App Is Suspended?