Using Multiple CPM Ad Sizes To Increase Your Earnings
By on March 10th, 2011

I have been a webmaster for a long time now and understand the nuances of increasing earnings through subtle changes. You might have already read my tips to increase your AdSense income, so today I will try and put some effort into explaining how you can increase your CPM advertising earnings.

CPM Advertising

First of all, CPM earnings are based on per thousand impressions (read Wikipedia definition). This means that you get paid a certain amount of money for every 1000 visitors who see those ads. This is a standard way of looking at CPM ads. However, what many don’t know is that the CPM of ads are also based on the number of clicks those ads get.

Let me make this clear though, you don’t get paid for the clicks on CPM banners, but those clicks help in increasing the CPM rates on your website. It also helps in attracting better advertisers to your website. After all, no one would pay you if the advertisement money they put in does not gain them any customers, would they?

Important Note: Just like , clicking on your own CPM ads or asking someone to do it for you will not help you. Let it happen naturally and you will benefit in the long run.

I would like to now elaborate on the topic this post is about. First of all, IAB (International Advertising Bureau) have certain standard ad sizes which are common to all ad networks. You might be familiar with those ad sizes, let me list it out if you are not.

IAB Ad Sizes

  • 728×90 (Banner)
  • 468×60 (Banner)
  • 120×600 (Leaderboard)
  • 160×600 (Leaderboard)
  • 300×250 (Rectangle)
  • 300×600 (Half Page)

You might have used all these banners on your site at some point or the other. As you can see, some of sizes of the ads are small while some are large. The common misconception among webmasters is that larger the banner the more they will get paid.

However, this is a wrong. The banner size does not really determine how much you will get paid , it is based on several factors including the click-through rates of the banners you have.

For example, in some cases a 468×60 banner will pay you more than a 728×90 banner and so on. In many other cases, you will earn more based on how many clicks you earn. However, if you have 10 such banners and don’t get any clicks on most of them you will end up earning 0.01 CPM on them.

Making the calculation as to which banner will pay you more is definitely a hard and tedious process. More often than not you might lose out on earnings because you decided to ignore a higher paying banner because of it’s size.

This is the reason why several ad networks provide users with an option to club multiple banner sizes together. It means that you can club a 728×90 and 468×60 banner together and leave it up to the advertising network to display the best possible ad size with the highest paying CPM.

So it is better to choose ads which serve multiple sized banners based on best CPM rates. For example, most ad providers provide users with either a 728×90 ad or 468×60 ad, a 120×600 ad or 160×600 ad or a 300×250 ad or 300×600 ad.

I would suggest that you use these combinations if you have appropriate ad space on your site, because it would mean that the advertising network will always display the highest paying ad in any of the sizes provided in these combinations. I have always used this mantra to make sure that I don’t have to deal with managing which ad size works best for me and which one pays higher.

If your ad network does not provide you with combination ads, you could always email them to ask them about it. You will always find the best CPM ad networks (coming up shortly) around and use it.

Summarizing

I am pretty upbeat about the tips in this article and can tell you that I am confident enough that they will work. However, there is something I should let you know.

Don’t take anything at face value. It takes a lot of tweaking to get the best performing units for your individual website and more often than not you need to analyze your own performance yourself.

Me saying that these things will work should be taken as a tip, however, you still need to check your statistics to understand whether something is working or not. All ad networks provide you with useful statistics which will help you determine the best performing units. So put an effort to learn and understand your advertising networks performances before you just jump ahead and start searching for the best ways to make more money from your website.

I would definitely be interested in learning your strategy on ad placement and whether or not you find these tips useful. Also, if you haven’t been using these tips make sure to tell me if they work or don’t.

I am planning to do a lot more posts about effectively earning more money from your website and you will find all of those under section, so make sure to keep checking back for more tips and tricks in making your website a success.

Image Credit: masternewmedia.org

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Author: Keith Dsouza Google Profile for Keith Dsouza
I am the editor-in-chief and owner of Techie Buzz. I love coding and have contributed to several open source projects in the past. You can know more about me and my projects by visiting my Personal Website. I am also a social networking enthusiast and can be found active on twitter, you can follow Keith on twitter @keithdsouza. You can click on my name to visit my Google+ profile.

Keith Dsouza has written and can be contacted at keith@techie-buzz.com.
  • http://www.webguide4u.com Vivek Parmar

    Thanks for indepeth information. One question though, if we place 336*250 (not mentioned by IAB), then will there e any increase or any drop in CTR?

    • http://keithdsouza.com Keith Dsouza

      336*250 is a IAB size, but not all networks provide you with these ad sizes.

  • http://dysfunktonalmusings.wordpress.com JoAnn

    Hey! Nice post!
    When u say use combinations of these ad dimensions… what exactly are you referring to? Something like a companion ad setup?
    Or do u mean an ad tag which will be able to serve in all dimensions and the ad server would need to figure out which dimension the highest cpm would come from?

    • http://keithdsouza.com Keith Dsouza

      @JoAnn – when I say combination, I mean that the ad networks provide you with code which will serve either of these sizes. For example, your ad network may provide you tags that will either serve a 728×90 ad or 468×60 ad. Once you place those tags it will decide on its own which ad size to display based on best CPM rates.

      • http://www.tyingtheknott.com Tying The Knott

        With Google Adsense you can have up to three ads per page, so if you have three different size ads, then that still works just about the same way as this, right? You give the 728×90 and 468×60 variation as an example, but if you are already displaying ads with these sizes on the page, then this would allow for the highest bidders ads to display, right? I’m just trying to determine if it’s better to leave things the way they are right now or to change it up, but as of right now my pages show three different size ads, the 728×90, 468×60 and 200×200.

  • http://www.thebrandinternational.com/ erik

    your post very interesting.,
    thats all be my inspirations.,
    I hope you will visit my website and please give suggestions and input … thanks

  • http://toto-share.com toto

    thank you for your research about how to choose CPM adsense size. I try to choose the best CPM adsense size by your method.

  • http://www.facebook.com/profile.php?id=519208105 Godwin Delali Adadzie

    Thanks.

 
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