Part 3: How to be deemed a high value site
Not every website is going to be the Google, Facebook, Amazon or ESPN’s of the world. But what we can do is help you maximize your sites to potential to make your site deemed potential for placing ads – which means more money for you. Let’s start with who is evaluating your site – robots.
There is no committee checking your site but just machines that have different scales they are measuring you on such as – users, sessions, duration, pages, engagement and viewability. Form here I break those 6 into two buckets, one being the content and the other being advertising.
When looking at users, sessions, duration and pages, this is all controlled by how many users are actually visiting your site and the interests there are. Since this is less of a factor of advertising I am going to shy away from it but in my personal opinion just continue making content and pay for SEO to get more users jump to your page via google.
Now the viewability and engagement part, this is where you can make minor manipulations to get deemed a solid site by the robots. Viewability is defines as either “50% of the ad is in view for at least 1 second.” So this is where the 4 ad slots comes into play. Right off the bat when your page loads if you have the top banner, a top right and a you are already at around a 70% viewability. This is ideal as in the machine world, the viewability is measured in 10 percentiles – so being a 70% and a 79% is all the same. Thus, if you are able to just be above 69% (since most DSPs are looking for +70% viewability) then you are golden. Alright now that we have highly viewable ads, lets talk engagement. We need users to tap on the ad because if you are having engaged users than you are going to be considered a high performing ad site and brands will want to use your site. The best way to do this is always have at least one ad on the page, this makes the brands be top of mind regardless. Also, there is a compounding effect that with your site being more appealing to brands then more ads will come for more money.