Improve Your Publication's Profitability with this Free CTR Calculator
Understanding your CTR, or the percentage of people who click on the ad units on your site, can have a direct impact on publication profitability in multiple ways.
Thankfully, if a publication isn’t pleased with what its CTR calculator shows it, there are many ways to improve it.
The Difference a CTR Calculator Has on Publishers’ Bottom Lines
If your publication gets paid per click, calculating your average CTR helps you and your team figure out annual revenue goals. Then, you can see whether you’re on track to meet them.
If you’re behind, you’ll want to know that as early as possible, so you can adjust your ad strategy while there’s still time to save the year.
Alternatively, you’ll be able to identify what works well, or what exceeds your average CTR, and do more of that.
At the end of the year, you might just find yourself exceeding your goals.
And there’s another thing:
What Your CTR Calculator Shows You Impacts Your Publication’s Ability to Increase Revenue
The more clicks your publication drives, the more significant it becomes for your ad network. After all, clicks are more meaningful than having someone just browse by the ad, and they’re sometimes a much closer step to a conversion, such as signing up to an email list or making a purchase.
Some ad networks pay more per click if your publication proves it drives a high CTR. Moreover, some will serve your readers ads that have a higher CPC rate in the first place if they consider your publication to be a valuable partner.
Not Satisfied with the Results the CTR Calculator is Showing? Here’s How Publications Increase Their CTR Rates
The higher your CTR, the better. So how do you get it to increase?
Test Different Ad Formats and Positions to Avoid Ad Fatigue
Your readers are so used to ads now, they almost don’t even see them. Try to place your ad units in new places, use different ad unit sizes, exchange text with visuals and back again, until you find the best combination.
Optimize the Reading Experience to Be Profitable Long Term
Placing 20 ads on a 1,000 word page or using flashy ads that scream “click me” are more likely to send readers running out of your site than into your ads. Put your readers’ needs first to make sure you don’t sacrifice long term revenue from a potential long term reader for one click.
Retain Readers Longer
Readers that stay longer tend to trust your publication, and therefore its ads, more. In addition, they teach ad networks that the publication’s topic interests them, and are therefore more likely to be served ads that align with what they’re currently reading.
Publish More Profitable Content
Consider reader intent and topic profitability. On the one hand, searching “how to choose a pillow” indicates a purchase intent, which could increase pillow ad clicks. On the other hand, publishing an article with tips for getting your first mortgage, while still related to house topics, is bound to yield ads whose clicks are worth much more.