Looking at the global Internet, there are very few websites that have direct advertising sales teams and can efficiently sell their advertising resources within a year. According to incomplete statistics, in the past year, the vacancy rate of advertising spaces under China's top commercial websites has been close to 30%. In many cases, when a website's advertising space is vacant, publishers will place internal ads on the website, or display ads from direct advertisers in the form of delivery, such as buying advertising space from Monday to Friday and giving away advertising space on Saturdays and Sundays. Advertising space. How to utilize these idle resources more efficiently is a problem that websites need to face and solve.
In addition to helping websites improve the workflow from advertising sales to delivery and supporting multiple payment models CPT (spend-day)/CPC (pay-per-click)/CPM (pay-per-thousand impressions), Google Advertising Management System can also work with Google AdSense ads are integrated seamlessly. In other words, with the publisher's permission, the system can automatically supplement Google AdSense ads when there are gaps in the advertising slots, thereby maximizing the revenue from idle traffic. Below I introduce several commonly used supplementary methods. In the following chapters, I will explain how to achieve this in detail.
- Direct backfill: When there are no ad orders for a specific ad slot, the system directly displays Google AdSense ads. This option is suitable for fully utilizing the remaining traffic when there is no need for internal advertising.
- Frequency backfill: When a specific ad slot needs to display an internal ad, use the frequency cap function introduced previously to set the number of times each user views the internal ad per unit time (for example, a user watches twice a day), and the remaining traffic is displayed Google AdSense ads. This option maximizes the use of idle resources while ensuring the effectiveness of internal advertising display.
- Geographical location backfill: When a specific ad slot needs to display an internal advertisement, use the geographical location delivery function to set the advertisement to only be delivered to users in a certain region (such as Beijing and Shanghai), and Google AdSense ads will be displayed on the remaining traffic.
- Time and date backfill: When a specific ad slot needs to display an internal ad, use the time and date delivery function to set the ad to only be delivered to users during a certain period of time (such as 8 a.m. to 10 a.m. from Monday to Friday) , the remaining traffic displays Google AdSense ads.
- Traffic cutting and surplus: When a specific ad slot needs to display an internal advertisement, the display amount of the advertisement is limited, and Google AdSense advertisements are displayed on the remaining traffic. (For example, if a certain location has roughly 1 million traffic a day, we can set the system to display 300,000 internal advertising traffic, then the remaining 700,000 will display Google AdSense ads)
The 5 methods introduced above are currently the most commonly used modes by publishers. You can use one of them based on your own needs, or use multiple methods at the same time (for example, stipulate that internal ads are only delivered from 8 to 10 a.m. every Monday) For users in Beijing, it is set that each person can only watch twice, and the traffic is capped at 100,000). In fact, its core idea is to use the technical advantages of this system to cut traffic: part of it is converted into the display of internal ads, and part is converted into idle traffic to display Google AdSense ads. In the system, there are many other technologies that can help you refine your traffic (for example, placing internal advertisements to male users aged 20-30 in Beijing). I will explain this to you in the future based on the demand in this area. introduce.