Boosting eCPM: How to Increase Earnings from Pop Ads

If you want to boost your site’s profitability, look at the eCPM metrics. Find out how these can help you make revenue-changing decisions.

eCPM and Its Relevance in Pop Ads

Understanding this metric is essential to webmasters because it tells them the value of their traffic.

Definition

eCPM, or effective Cost Per Mille, refers to how much you earn for every 1,000 impressions you generate across all pricing models.

Its Role in Popunder Monetization

Since this type of ad relies on volume, you can use eCPM to identify profitable market segments. It also increases the value of your site for interested advertisers.

The Effect of eCPM on Your Revenue

It’s the single metric that tells you how profitable your traffic is. By boosting this number, you’re also increasing your revenue.

How eCPM Impacts Webmaster Revenue

Increasing eCPM helps to maximize profits. The parameter depends on the following aspacts:

Traffic Quality

Advertisers are always interested in high-quality traffic. Conversions and lead generation depend on traffic quality. So, what factors influence traffic quality?

GEO: Tier-1 traffic from countries like the US and UK typically has higher eCPM rates due to greater competition between advertisers and higher purchasing power.
Audience Behavior: Advertisers value organic and social media traffic. If you have a platform in iGaming or a finance niche with organic traffic, you might have many offers with attractive rates from ad networks.
Platform Reliability: Advertisers prefer to work through reliable ad networks with filtering capabilities for bot-generated and fraudulent traffic.

Audience Characteristics

Ad relevance to the user is an important factor that influences engagement and conversion.

Vertical. Websites with a clearly defined vertical and relevant content, such as technology or finance, will rank higher with advertisers launching offers in that vertical. In this case, the eCPM will be higher.
OS and Devices. The eCPM can vary significantly between desktop and mobile devices. Some advertisers prefer paying more for a specific OS to target a specific audience.

User Experience (UX)

User experience impacts the effectiveness of an advertising campaign. To monetize your website without losing audience, it is important to:

Limit ad frequency. Avoid aggressive strategies; it is better to set a limit on impressions to prevent ad fatigue.
Test website loading speed. This is a key component of user experience, even if you are not monetizing your website. If you do monetize, slow page loading will turn off even the most loyal readers. This results in a declined number of ad impressions and a lower eCPM.
Bypass ad blockers. Many users use ad blockers. When choosing an ad network, it’s advisable to immediately pay attention to its features and toolset. For example, does the network offer tools to protect against ad blockers to guarantee ads are shown?

Market Dynamics and Ad Networks

Another important aspect for publishers is the fill rate. This is the percentage of ad requests successfully filled by a paid ad. A higher fill rate helps increase the eCPM. At Kadam, we offer a 100% fill rate for publishers.

Furthermore, publishers can monetize their traffic through multiple ad networks and various ad formats. For example, advertisers often purchase traffic for campaigns based on a combo of pop-under and push notifications.

How to Increase eCPM

To improve the efficiency of this indicator, publishers can:

Test Different Formats

Try experimenting with ad placement, design, and format. This way, you’ll get to know your audience better and understand which ads they respond to best.

Adjust Ad Frequency

Don’t overload your audience with ads. It’s crucial to maintain a balance between ad frequency and content. One to two impressions per day are usually sufficient for effective monetization without degrading the user experience.

Improve Your Site Loading Speed

This is a critical metric: the longer a page takes to load, the fewer users will interact with it. Consequently, ad impressions will be fewer.

Continuously Enhance Content Quality

If you provide valuable content users will spend more time on your site and interact with ads. If content quality declines, users will seek out alternative resources to find answers to their questions or obtain information.

How Webmasters Can Achieve Sustainable eCPM Growth

Efforts to improve popunder revenue growth using eCPM as a metric should be grounded in data. Compare this with other relevant KPIs and monitor performance. Your mindset should focus on continuous optimization rather than a one-time increase.

FAQ

What factors influence eCPM in pop advertising the most?

Pricing models, ad quality, and site traffic quality all affect the eCPM.

Is a tracker necessary for eCPM growth?

No, but it’s helpful for making data-driven decisions.

How fast can you see results from eCPM optimization?

You can see the first results within a few days because networks like Kadam provide real-time data. However, to find out if you can sustain the optimized outcome, wait longer to establish patterns.