So let’s discuss yield management and how you can manage your yield in order to maximise your revenue. I bet there are a lot of publishers out there looking for various ways to increase their revenues by selling their inventory.
It’s not rocket science to know or understand that it’s more profitable when you get your yield management game together. However, there are a lot of publishers out there that have no idea how this is done.
Some publishers are really making it big because they have a lot of traffic. What they don’t realise is that they could even make far more than what they are currently making if they have the best strategies managing their yield.
So What is Yield Management?
It’s simply a process which allows publishers to maximise their earnings by selling their inventory to media buyers (Advertisers). This involves strategies that allow publishers to use multiple demand sources on a competitive platform being able to compete with each other for more quality inventory.
It’s simply getting media buyers to compete for your inventory using the bidding system which simply allows the highest bidders or the bid winners to acquire your inventory consequently making you more money.
Having understood that, let’s jump into the best yield management strategies that will increase your revenue.
Start Header Bidding
Header bidding is one of the best ways to increase your revenue as a publisher. The reason is simple. It is the most popular and the most demanded form of buying media by advertisers.
The header position in display advertising is strategic as it gets more impressions compared to any other part or position on the websites or blogs.
It is also considered as a new strategy used by buyers which allow them to analyse the ad inventory on the publisher’s website. Since the bidding process is done not on the main ad action server, the media buyers have the opportunity to select impressions based on their most valued priority.
Header bidding has evolved and fortunately become more profitable for both the demand side and the supply side.
Nowadays, Header bidding every impression if put on auction for all demand partners to compete for before it even gets the publishers ad server.
This way, all advertisers are able to see all the impressions and also able to handpick the most valuable impressions and win those based on their set prices or the prices they are willing to pay for those impressions.
This makes those impressions more valuable and publishers are also paid more or the maximum amount their impressions worth, as a result, making them more money.
Use Google DFP for Demand Management
DoubleClick for publishers is one of the most powerful Ads serving technology that allows publishers to manage digital ad operations on multiple platforms such as mobile, web and video.
The technology is designed to allow advertisers to compete for impressions and win those impressions based on their bidding power. This means the highest bidder is allowed to buy your impressions.
The Ad server gives publishers a broader reach to media buyers and advertisers including access to advertisers on Google Ads platform. This means you have a lot of potential competitors who are willing to pay higher amounts to buy your inventory.
DFP by Google also provides publishers with great insight tools which give them precise data on how much inventory was sold, to whom and even the unsold inventory.
Apart from the data, it offers publishers with recommendations on how to sell their inventory to maximise their goals based on the data they provide.
Native Ads and Recommended Content Ads
Another great way to boost your with yield management strategies which will boost your revenue is to use native ads, non-standard ads and recommended content on your website or blog.
As a publisher, you have to understand that native ads have higher impressions and viewability rate compare to standard ads. The reason is those ads are designed to blend with your content without affecting user experience.
Advertisers have been using this form of advertising to increase viewability and online exposure. It usually works great for both advertisers and publishers.
Native ads work in many ways such as promoted high-quality content which is listed on the publisher’s websites or blogs, news sites, forums, themed portals and blog posts etc.
These are the recommended content you below the main content. Another good thing with content recommendation is, it can also be adjusted based on users interest.
Another yield management strategy is to implement non-standard ads such as In-read, Interstitials, Out-stream ad formats, sliders, pop-ups and pop-unders etc.
These non-started ad formats have proven to be very efficient for brands and also cost-effective for advertisers. At the same time, they are very profitable for publishers.
One of the benefits of these type of Ad formats is that it allows publishers to blend these content in places that it will not cause any obstruction on their publishing channels which is also viewed as a way to boost your income streams and very often give great value for advertisers.
Affiliate marketing has also proven to be one of the most effective ways of making money online. Engaging in affiliate marketing as a publisher will have a significant effect on your income.
It is also an easy income stream as you don’t have to create products but rather help others sell their products and get a commission for each sale you make through your referrer link.
A lot of bloggers do engage in affiliate marketing which has proven to be effective and profitable. However, you need to promote products that will be of interest to your target audience in order to make sales and increase your income.
Publishers with a high amount of traffic are viewed not only as publishers but influencers in their particular niche. This attracts a lot of direct advertisers demanding to buy their inventory.
A typical example of these is popular bloggers, popular Instagrammers and social media influencers and celebrities using multiple channels. Even though you may not fall in that category. Your high traffic will attract a lot of advertisers.
In this case, you set your prices and ad positions on your website, blog or channel and ask advertisers to pay for a period of time.
This is proven to be another effective way of yield management that creates a lot of wealth for publishers. Use it to your advantage.
Direct product sales
As you grow your traffic, you most in a way be creative to create some digital products such as ebooks, e-courses and even T-shirts and Facecaps to be listed on your platform to increase your revenue.
This form of yield management has made a lot of money for some publishers. The good news is that you can buy some of these products with a re-sale licence and earn a lot of money selling them on your blog or website.
If you are lucky and have a lot of quality followers, it will be of great help to boost your sales and income. Use this direct product sale as a yield management strategy and see how it will affect your income positively.
There may be a lot of yield management practices out there that we haven’t listed here but your suggestions are all welcome to make this post better. Of course, there is always room for improvement.
Our goal here helps you maximise your revenue as a publisher and you are always welcome to join AdsTargets as a publisher and start earning 85% of the advertiser’s income.
You are also welcome to share your yield management strategy as an advertiser and as a publisher in the comment session.