A complete guide to website monetization with Programatic Advertising

A complete guide to website monetization with Programatic Adverstising

Despite being long and challenging, publishers' journey to monetization has attracted more and more people.

That's because monetizing a website is the opportunity for many content creators to continue doing what they love most, and receive recurring compensation for it.

Despite being long and challenging, publishers' journey to monetization has attracted more and more people.

That's because monetizing a website is the opportunity for many content creators to continue doing what they love most, and receive recurring compensation for it.

For most publishers, monetizing with ads is the most viable option for making money with their content.

The monetization journey can be divided into three major acts:

For most publishers, monetizing with ads is the most viable option for making money with their content.

The monetization journey can be divided into three major acts:

BEGINNER

This step involves the creation of the website or web application, strategic planning and first steps with Google AdSense.

This step involves the creation of the website or application, strategic planning and first steps with Google AdSense.

INTERMEDIARY

Now, the publisher expands the auction of his inventory to multiple ad networks through programmatic advertising.

Now, the publisher expands the auction of its inventory to multiple ad networks through programmatic advertising.

ADVANCED

Finally, the publisher uses header bidding technology to carry out simultaneous auctions and the ad management platform to optimize his earnings, and protect his website from malware attacks.

ADVANCED

Finally, the publisher uses header bidding technology to carry out simultaneous auctions and the ad management platform to optimize his earnings, and protect his website from malware attacks.

Check out in detail each of the stages of the monetization journey:

Check out in detail each of the stages of the monetization journey:

1

How to create a website to monetize

For the creation of content on the Internet to be frequent, the creator's work must also be paid on a constant basis.

The first step necessary for this to happen is to create a structured website or application that meets certain criteria and standards, considering the user experience even before Ads are placed.

Step by step to create a website to monetize:

The first step necessary for this to happen is to create a structured website or application that meets certain rules and standards, considering the user experience even before ads are placed.

Step by step to create a website to monetize:

A. DEFINITION OF THE MAIN SUBJECT

The first step to monetize content with ads is to define the main subject of your content, or your niche, that you intend to talk about.

As you may have already noticed, there is space and audience for all types of content on the Internet. But note that the entire site must follow Google's content policies to be eligible for monetization.

The first step to monetize content with ads is to define the main subject of your content, or your niche, that you intend to talk about.

As you may have already noticed, there is space and audience for all types of content on the Internet. But note that the entire site must follow Google's content policies to be eligible for monetization.

So adult content and piracy are out of the question!

Another point that is worth clarifying is that institutional sites and virtual stores follow another journey of monetization, and have a specific approach. Our focus is on creating content on websites, blogs, apps for monetization with impressions and ad clicks.

B. FUNNEL YOUR NICHE

Recent studies on ad monetization show that better returns are obtained from super niched sites, that is, a subgroup within the larger group of a topic's audience.

However, it is not enough just to choose the niches that have the highest revenue per thousand impressions (RPM). A balance needs to be struck between RPM and competition in a particular niche.

In addition to this balance, the availability of content on the topic in the geographic location is another factor to be considered.

Consider that market microniches are booming more and more. Want an example?

Blogs that teach you how to care for pets are trending, but a blog that teaches you how to specifically care for cats is a micro niche that would appeal to a specific audience. Got it?

That way you have a funneled audience and the possibility of attracting advertisers who have a special interest in that same audience.

Be sure to do a little test of earnings possibilities there on Google AdSense's website:

Be sure to do a little test of earnings possibilities there on Google AdSense's website:

C. DOMAIN REGISTRATION

Owning the domain registration guarantees authority and professionalism to the visitor of a website. So don't skip this step!

Choose a name for your website, that translates the essence of your content. Nothing complicated and nothing that confuses the user. Also, avoid repeating consecutive letters and words that make it difficult for the user to memorize the site's name.

Additionally, if possible, bring one of the most searched keyword in your niche to the website name and domain.

D. SELECT A HOSTING AND CONTENT MANAGEMENT SERVICE

It's no use having your website and content prepared for monetization if people don't have access to it.

Therefore, hiring a hosting service is essential.

A tip for those starting out: WordPress is a hosting and content management service, which, in addition to being one of the most popular for its cost/benefit, has several features that facilitate the operation and management of Ad Implementation.

E. CHOOSE A TEMPLATE

Laying out a website from scratch can be a laborious task that requires a certain degree of technical knowledge.

For a publisher who wants to earn money with ads, to see some financial return faster, we recommend creating your site based on a ready-made template.

On the Internet there are several templates that can be used for free, but again remember to comply with all Google content policies, such as mandatory menus, hierarchical organization in categories and easy navigation.

Criar o layout de um site do zero pode ser uma tarefa trabalhosa e que exige certo grau de conhecimentos técnicos.

For a publisher who wants to earn money with ads, to see some financial return faster, recommend creating your site based on a ready-made template.

On the Internet there are several templates that can be used for free, but again remember to comply with all Google content policies, such as mandatory menus, hierarchical organization in categories and easy navigation.

F. ESTABLISH THE SESSIONS

As stated earlier, Google requires content policies to be met in order for your website to be able to display ads.

So, don't forget to structure your site with some mandatory sections for monetization with advertising, such as About Us, Privacy Policies and others.

In addition to avoiding violating the content and privacy policies, by including these sessions, the website pages will be more organized and will apply authority to the content you create.

So, don't forget to structure your site with some mandatory sections for monetization with advertising, such as About Us, Privacy Policies and others.

In addition to avoiding violating the content and privacy policies, by including these sessions, the website pages will be more organized and will apply authority to the content you create.

2 Options to monetize a website

2

Options to monetize a website

With the site created, and properly configured according to Google's policies and guidelines, the next step is to define how to monetize it.

Although the vast majority of publishers opt for monetization with ad placement (because in fact it has good returns), it is not the only option.

To diversify revenues, and maintain earnings stability during seasonal declines, the publisher can opt for one of the alternatives below:

With the site created, and properly configured according to Google's policies and guidelines, the next step is to define how to monetize it.

Although the vast majority of publishers opt for monetization with ad placement (because in fact it has good returns), it is not the only option.

To diversify revenues, and maintain earnings stability during seasonal declines, the publisher can opt for one of the alternatives below:

PRIVATE ADS - DIRECTLY WITH THE ADVERTISER

Direct negotiation with advertisers who want to display their campaigns on a website is a great alternative to sell advertising space on platforms.

In order to attract brands to your business, take the time to create a quality media kit. One of the main advantages of this type of agreement is the predictability of revenues.

AFFILIATE MARKET

By including an affiliate link in the content of his website, the publisher has the possibility to earn a portion of the sale, if the visitor makes a purchase through their link.

To optimize the gains from this strategy, the ideal is for the pub to affiliate itself with products that are related to the topics and content of his website.

By including an affiliate link in the content of his website, the publisher has the possibility to earn a portion of the sale, if the visitor makes a purchase through their link.

To optimize the gains from this strategy, the ideal is for the pub to affiliate itself with products that are related to the topics and content of his website.

MONETIZATION PLATFORMS

Choosing a monetization platform in addition to traditional AdSense and Ad Exchange is the best way to diversify and increase a site's revenue.

PAID CONTENT

To market and sell part of your content, such as e-books and workshops, like an extra piece of your content niche, is another way to monetize your site.

3

Planning a marketing strategy

With the site already built and the monetizing strategies defined, the next step is to plan to attract visitors to the site or application. This is when strategic marketing planning is essential.

Regardless of the way you choose to monetize, a website publisher must plan in advance what strategies and channels will be used to attract visitors.

During the planning of the marketing strategy, some points need to be considered:

Who is your target audience;
What content and content suggestions will make the visitor stay on your site longer;
Which metrics will be analyzed to assess the success of marketing campaigns.

After that, you can decide which outreach strategies to use. Digital marketing has several options for those who monetize their website. Some are:

Buying traffic;
Campaigns and sharing on social networks;
E-mail marketing campaigns;
A good SEO strategy for organic traction.

4

How to use AdSense to monetize your website

Google AdSense is a Google ad network, where content creators and website owners can make spaces on their websites and YouTube channels available to Google's own advertisers.

That is, publishers sell their ad units to Google, which sells them to advertisers (end customer). Google acts as an intermediary for this operation.

This is the main way most publishers monetize their work, especially those just starting out.

HOW MUCH DOES GOOGLE ADSENSE PAY?

On average, AdSense pays, depending on the niche, commissions between $0.20 to $15, with an average of $3 per click.

There are two ways to calculate how much a content creator earns through this platform:

CPM

(COST PER MILE)

This is the sum of every “thousand views” an ad has on your site or channel.

CPC

(COST PER CLICK)

This is the sum of the clicks on the ads

Each of these metrics has its price, AdSense pays for both views and clicks.

The advertiser who is making the ads with Google Ads is the one who will define the amount to be paid by CPM and CPC. These values are set according to the campaign budget. Of this amount paid by the advertiser, AdSense passes on 68% to the publisher.

Each of these metrics has its price, AdSense pays for both views and clicks.

The advertiser who is making the ads with Google Ads is the one who will define the amount to be paid by CPM and CPC. These values are set according to the campaign budget. Of this amount paid by the advertiser, AdSense passes on 68% to the publisher.

To get your AdSense account approved quickly, see some tips in this video:

5

Monetize your website with Google Ad Exchange

Monetize your website with Google Ad Exchange

Google Ad Exchange, as the name says, is an ad exchange platform, where real-time exchanges and auctions take place. Unlike AdSense, in AdX the advertiser trades his ad units directly with the advertiser through real-time auctions.

Its main advantage is that within it, premium advertisers compete for spaces on publisher’s websites, and whoever pays the higher price gets to display the ad on the website.

In AdX, AdSense advertisers compete with other advertisers and advertising agencies to see who pays the most and displays the ad on the publisher's website/blog.

For this reason, Google Ad Exchange is not just an ad network, but an ad impression competition and auction platform.

Because of this competitive environment, real-time auctions and premium advertisers, publishers who are approved to work with AdX end up earning much more and maximizing their revenue quickly.

When it comes to monetizing a website, Ad Exchange is the goal of many, and getting there is also a big challenge.

Because of this competitive environment, real-time auctions and premium advertisers, publishers who are approved to work with AdX end up earning much more and maximizing their revenue quickly.

When it comes to monetizing a website, Ad Exchange is the goal of many, and getting there is also a big challenge.

MAIN DIFFERENCES BETWEEN ADSENSE AND ADX

In addition to the difference in the way ad spaces are negotiated and the amount you can earn, there are other differences that publishers should be aware of:

Google AdSense gives publishers free access to basic ad formats and filters.
Google AdSense has the advantage of ease of use, has many automatic features and the option of automatic configuration for most criteria. Despite the benefit of simplicity, relying on AdSense can limit a publisher's pay, as it doesn't have many options that can scale revenue.
Google AdSense doesn’t offer users support.

Ad Exchange offers more sophisticated filtering options, such as blocking or limiting the use of data and cookies. In addition, the publisher can choose to include filters referring to advertisers and their demands, blocking ads, etc.
AdX is quite complex to set up, it requires ongoing setup as it offers a lot of functionality to scale monetization.
When creating an AdX account, the user has access to a support system.

HOW TO ACCESS GOOGLE AD EXCHANGE

There are two ways to join Ad Exchange, and gain access to sophisticated forms of ad monetization, those are:

Support;
Price Floors;
Real-time Bidding;
Sophisticated Ad formats and more.

The first way to join Ad Exchange is to be invited by Google.

This option of entry is the most challenging, as Google tends to invite only very large sites with a lot of time in the market and an immaculate AdSense history, that is, no history of bans and violation of content policies.

Above all, no invalid traffic!

The first way to join Ad Exchange is to be invited by Google. This option of entry is the most challenging, as Google tends to invite only very large sites with a lot of time in the market and an immaculate AdSense history, that is: no history of bans and violation of content policies. Above all, no invalid traffic!

The second way to enter the Ad Exchange is through a Google monetization partner such as PubGuru. If your site then met the partner entry, which is usually more accessible, you may already have access to Ad Exchange.

Want a practical example?

The second way to enter the Ad Exchange is through a Google monetization partner such as PubGuru. If your site then met the partner entry, which is usually more accessible, you may already have access to Ad Exchange.

Want a practical example?

With PubGuru you can have access to Ad Exchange if you already earn $1000 a month with AdSense and have more than 500K monthly page views.

6

Uncovering programmatic advertising in website and app monetization

In order to always get the best price for an advertising space, both publishers (supply) and advertisers (demand) began to subscribe to various ad networks in an attempt to automate the buying and selling process.

The process of buying and selling inventories, auctions in real time, involving and organizing different platforms and technologies, is only possible thanks to programmatic advertising.

Programmatic Advertising is the buying and selling process of online advertising spaces, through multiple ad networks, ad exchanges and ad managers.

Protection against Ad Fraud is also a fundamental part of the programmatic advertising process.

SUPPLY SIDE PLATFORMS (SSP) IN PROGRAMMATIC ADVERTISING

SSPs are the platforms that act on the supply side. They help publishers to control the sale of their inventory, take control and dictate who they want to sell to.

SSPs created a bidding process so that publishers could sell their spaces at the best possible price according to a hierarchy of preferred ad networks.

Through automation, it is possible to establish different criteria to ensure the quality and suitable format for each ad placement.

Examples: Google Ad Manager, OpenX, Mopub, Sharethrough.

DEMAND SIDE PLATFORMS (DSP) FOR ADS

DSPs are platforms that help advertisers and marketing agencies run their campaigns on third-party websites.

Through automation, the purchase process is carried out quickly and according to several defined criteria.

Examples: Facebook Ad Manager, Amazon (AAP), Rocket Fuel.

7

Google Ad Manager: ad management for large publishers

Google Ad Manager: ad management for large publishers

Google Ad Manager (GAM) is a platform launched in 2018, as a result of Google's acquisition of DoubleClick, which aims to facilitate the work of managing ads for the marketing and AdOps teams of a pub that trades on multiple ad networks.

Broadly speaking, GAM is an easy-to-use platform where publishers can manage their inventory, and negotiate ad units directly with advertisers; that is, expose your ad spaces to a greater number of advertisers at the same time.

As with AdSense, Google Ad Manager allows the management of ads for desktop and mobile, while exposing the inventory to a larger number of buyers.

Who can use
Google Ad Manager?

According to Google itself, GAM is intended for large sites that have more than one million monthly page views.

However, in order to meet the demand of smaller publishers, the North American company also made available a more simplified version of the platform, Google Ad Manager and Google Ad Manager 360.

Therefore, all publishers who comply with Google's policies and guidelines, and trade their inventory and multiple ad networks, can have access to GAM. But keep in mind that revenue growth is more significant for large publishers.

And the advantages of GAM are greater for those publishers who already monetize on multiple ad networks, being less for publishers who only use AdSense. Either way, it's an addendum worth considering in your website monetization strategy.

8

The power of paid traffic in website monetization

Having trouble to get more access? The SEO strategies have no impact on your monetization? Consider investing in paid traffic!

Having trouble getting more access? The SEO strategies have no impact on your monetization? Consider investing in paid traffic!

Buying traffic is already a consolidated strategy among publishers who want to increase their number of visits, and consequently their monetization, by generating more ad viewability.

As much as the publisher plans and applies the best SEO practices on their pages to attract a larger audience, they have little effect on the total volume of traffic as the site grows in audience.

It is as if the publisher has reached the peak of its audience, and any increment in strategy would bring only marginal gains.

To reach a new level of traffic and ad revenue, investing in buying traffic is the best option!

However, like any investment, there are risks and metrics associated with buying traffic that must be observed.

Furthermore, for the additional financial gains to be maintained for a long time, it is necessary to maintain the stability of the volume of accesses.

Steps to a successful traffic buying strategy:

To reach a new level of traffic and ad revenue, investing in buying traffic is the best option!

However, like any investment, there are risks and metrics associated with buying traffic that must be observed. Furthermore, for the additional financial gains to be maintained for a long time, it is necessary to maintain the stability of the volume of accesses.

Steps to a successful traffic buying strategy:

a. Analysis of the target audience of your content niche to choose the platform. Depending on where your audience is, you can choose platforms like: Twitter, Pinterest, Facebook, Google Ads, Taboola, Outbrain and others.

b. Investment definition – how many additional hits do you want to get? And how much are you willing to spend for it?

c. Creating attractive ads.

d. Monitoring and optimizing the investment – like any investment, you need to measure the return on money spent; therefore, it is essential that the publisher monitors the ROI of the campaigns!

9

Header Bidding implementation and effectiveness

With increasing competition among ad networks on the supply side, real-time auction bidding has developed to happen simultaneously across multiple ad networks.

The process of creating a real-time auction that competes for the best ad space on a website, the page header, is called Header Bidding.

The objective of this strategy is to guarantee the best possible price for printing, in addition to other advantages such as greater transparency and security.

HOW TO IMPLEMENT HEADER BIDDING?

The implementation of header bidding is done in the header of the site, through a line of JS code, in a non-visible area, where CSSs are stored that define the style of the site, among other things.

The header bidding solution must be created by a specialized Ad Tech company that can understand your site's specific needs and target audience. So it can create a reliable solution that will attract demand partners interested in your website audience.

The implementation of header bidding is done in the header of the site, through a line of JS code, in a non-visible area, where CSSs are stored that define the style of the site, among other things.

The header bidding solution must be created by a specialized Ad Tech company that can understand your site's specific needs and target audience. So it can create a reliable solution that will attract demand partners interested in your website audience.

That way, when a user accesses the site, the header bidding process begins. Before a page even finishes opening or loading other elements.

The JS code makes a call to the demand partners the publisher is subscribed to, Appnexus, Prebid, etc., to bid and compete with each other for the user's impression. The highest bid wins the auction and displays the ad.

10

Traffic Bots or invalid traffic, a wound in the Programmatic Advertising industry

Invalid traffic is the challenge that trouble everyone who starts monetizing websites. Unfortunately, the programmatic advertising industry suffers from the onslaught of bots, traffic bots, malware and illegal click farms.

This hurts everyone trying to do honest work online:

Advertisers who need their campaigns to be seen by humans, not robots.
Ad networks and ad exchanges, which seek to sell quality spaces where ads will be seen by humans.
And of course, publishers who see their sites invaded by invalid traffic, suffering penalties and revenue clawbacks from Google.

In more serious cases, the publisher may have their ad network account blocked and lose their right to monetize.

When detecting invalid traffic on your site, Google tends to withhold your revenue and return it to the advertiser, in addition to sending you an alert that your site needs to be protected.

That's why an invalid traffic protection tool is essential in a monetization strategy:

11

Advanced ad revenue reports

If you've gone through all these steps on your website and app monetization journey, congratulations!

It is a long process that needs dedication and knowledge in different areas. But for it to continue to evolve and increase revenue, all this work needs to be optimized with data orientation.

If you've gone through all these steps on your website and app monetization journey, congratulations!

It is a long process that needs dedication and knowledge in different areas. But for it to continue to evolve and increase revenue, all this work needs to be optimized with data orientation.

Which ad formats and placements yield the highest RPMs? How to increase ad viewability? How are the most important metrics of monetization?

To answer these questions, a segmented report with in-depth information is needed, which can even go beyond Google Ad Manager.

That's where PubGuru's ad ops platform comes in!

On the platform you have access to a unified and comparative report of the performance of each ad network: comparison mode, graphical display of partner ad networks, discrepancy calculation and much more!

In addition, the platform protects your websites from bot attacks and other malware. Traffic Cop is integrated with PubGuru and is the only tool available on the market that not only identifies and classifies bot traffic, but also blocks it.

It's the fastest way to take control of your monetization.

To answer these questions, a segmented report with in-depth information is needed, which can even go beyond Google Ad Manager.

That's where PubGuru's ad ops platform comes in!

On the platform you have access to a unified and comparative report of the performance of each ad network: comparison mode, graphical display of partner ad networks, discrepancy calculation and much more!

In addition, the platform protects your websites from bot attacks and other malware. Traffic Cop is integrated with PubGuru and is the only tool available on the market that not only identifies and classifies bot traffic, but also blocks it.

It's the fastest way to take control of your monetization.

Why PubGuru is your best choice?

We advise you to take the next step in monetizing your website by signing up for PubGuru.

But why is PubGuru a step forward in your monetization strategy?

PubGuru's goal is to become the most valuable ad operations platform for monetized publishers in the world. And our team works every day to make that happen.

We advise you to take the next step in monetizing your website by signing up for PubGuru.

But why is PubGuru a step forward in your monetization strategy?

PubGuru's goal is to become the most valuable ad operations platform for monetized publishers in the world. And our team works every day to make that happen.

Connect 50+ ad networks at the same time, as well as traffic buying sources. Generating unified and intuitive reports that make ad operation accessible and fun, rather than complicated.
Reliable, deeper solutions to technical issues to maximize long-term ad revenue.
High transparency and control of ad inventory, payments and revenue generation.
24/7 support and deep concern for publisher satisfaction.
Our interest in delivering higher RPMs in the long term is completely on the publisher's side, whatever demand sources you choose to work with, unlike Google, which will always prioritize its own networks over publisher earnings.

Connect 50+ ad networks at the same time, as well as traffic buying sources. Generating unified and intuitive reports that make ad operation accessible and fun, rather than complicated.
Reliable, deeper solutions to technical issues to maximize long-term ad revenue.
High transparency and control of ad inventory, payments and revenue generation.
24/7 support and deep concern for publisher satisfaction.
Our interest in delivering higher RPMs in the long term is completely on the publisher's side, whatever demand sources you choose to work with, unlike Google, which will always prioritize its own networks over publisher earnings.