HOW TO WRITE WEB CONTENT TO GET HIGHER EARNINGS
Publishers are often aware that the content of the website is king. What's more, it's easy to see that certain types of content produce much higher advertising revenue than others. However, it is still surprising to learn that the vast majority of publishers mistakenly attribute the content of their site that yields the most bad pages and bad types of content they produce.
If you are a website content creator, you have probably already located which pages on your site work best and make the most money, or the members of your management team have informed you.
Publishers generally rate the profitability of a site's content using RPM (Revenue per Thousand Impressions), which measures how much money a single page pays for 1,000 ad impressions (the total of all CPMs on the page - the individual advertising value).
Below, I will demonstrate how publishers can write content that will produce higher revenue by using their existing content and audience data, which was previously probably ignored.
[This measure is called EPMV, or "earnings per thousand (thousand) visitors" - earnings per thousand visitors. You can read more here .]
WHY DO MOST PUBLISHERS WRONGLY IDENTIFY THEIR MOST PROFITABLE PAGES?
In general, publishers do not know what content brings them the most money because they focus too much on organic keywords and trending topics when they create content, and then overly focus on CPMs or RPMs for measure the value of the pages.
In fact, if you are able to locate your landing pages that yield the most traffic and revenue per session , you can create similar content that generates higher revenue even faster for your site.
I explain below how to quickly identify this very lucrative content in Ezoic Explains.
WHY RPMS DO NOT INDICATE WHICH WEB CONTENT MAKES THE MOST MONEY
Let's start by understanding what this mysterious information could be in the graph above. How could a page with a 50% higher RPM earn less each month than a page that only produces a $ 10 RPM? It's impossible, no?
It's actually possible, and it's happening on all sites. The difference: you have to start thinking in terms of LANDING PAGES, not PAGES. And, instead of thinking about RPMs, you need to start thinking about the total revenue generated per session / visit.
To demonstrate the importance of total session revenue versus page revenue, let's imagine that we have a car site, whose page RPMs are equivalent to our example above.
Example : These four pages are the first landing pages of the website (or the pages on which people first land when they arrive on the site). For this site, it is landing pages from organic search results for keywords ranked well on the Google search engine.
By looking at the RPMs of the pages - as do many advertising operations professionals or third-party advertising providers - we can see that the homepage on Jay Leno has the highest RPM (potentially due to the 'celebrity' context on this page ). This often leads to the following misunderstanding: that landing page on Jay Leno produces more revenue than other landing pages.
This is where publishers focus on the wrong data set.
While Jay Leno's article has the highest RPM at $ 15, and the fastest car article has the lowest RPM at $ 10, the number of pages a visitor sees after arriving on each article is very different.
THIS BEHAVIOR HAS A SIGNIFICANT IMPACT ON AD REVENUE AT THE END OF THE MONTH.
Pages viewed by visit represent the mystery information in the chart at the top of the screen. This behavior affects how much revenue you make per visitor, but not per page.
At the end of the month, when a publisher looks at the overall revenues of their website, they do not care which pages produced the highest RPMs. They will care about how much money the site has made in total. The only way to know that you earn more money with the traffic each month than the previous month is to earn more money per visitor ... not per page.
Visitors landing on Jay Leno's article averaged only 1.1 page views , which means the landing page is only $ 16.50 per thousand visitors (EPMV). Those who land on the fastest car article, however, average 2.8 page views , equivalent to $ 28.00 per thousand visitors .
The page with the lowest RPM generates 70% more advertising revenue per visit.
That's why it's so important to review revenue by session rather than by page - it gives you a totally different picture of your content and visitors.
In this example, if you had to optimize for the RPMs, you would lose a lot of money in the long run. In fact, the landing page with the lower RPM actually generates 70% more revenue per visit than the landing page of Jay Leno with a 50% higher RPM!
Instead of focusing on the page that generates the most profitable ad impressions on average, we should be concerned about the landing pages that produce the highest paid visits on average.
If a publisher can produce more content that generates additional pages like the best performing landing pages today - or if it simply optimizes for the EPMV instead of the RPMs - it can actually generate a lot more revenue by simply using better data.
HOW TO USE EZOIC'S BIG DATA ANALYTICS TO DETERMINE THE EPMV OF A LANDING PAGE
Ezoic customers can use Big Data Analytics to easily locate the most profitable landing pages per session.
Under Content, navigate to the landing pages. From there, you can add a filter to see only the pages with a regular traffic flow (you can define the threshold that you think is relevant for your website).
Once the filter is applied, you can drag and drop the EPMV column next to the landing pages to see which landing page generates an above average EPMV. Then sort them by pages with the highest average.
Here we can see that there are three pages on this little blog that generate above average EPMVs. These are the pages to focus on to understand why they tend to bring in more money over time.
From there, we can start working on content similar to these most lucrative landing pages in order to accumulate more revenue.
You can also do this in Google Analytics by combining the landing page session information with the landing page revenue reports from AdSense, Google AD Manager (DFP), or any other network you use.
Just take the sessions per landing page and match them to the landing page revenue to get the total revenue per landing page, multiply by the average number of page views per visit for these landing pages. landing, then divide by 1,000 to obtain the average EPMV.
HOW TO WRITE MORE CONTENT LIKE THE HIGHEST PAID ONE?
To generate content like the content that pays you the most, you must first identify the landing pages that generate the most session revenue (EPMV). Once done, you can review these topics and apply some simple keyword searches to help you create similar content, which can link pages in the same way as your content to the most profitable EPMV. See above.
There are two simple ways to do it ...
- Use SEMRush or another paid keyword search tool
- Use Google Search for free
The use of a paid keyword search tool is quite simple. Use the tool to find similar questions or phrases, which may allow you to choose topics that your site might focus on that are related to existing landing pages and the pages to which they refer.
Just use the tool to write the content that applies to the topic you have found. Then, at the top of this page and throughout the content, try to link to the pages associated with your existing content that is already producing a high EMPV.
HOW TO USE GOOGLE SEARCH TO PERFORM THIS FREE CONTENT SEARCH ?
While not always as complete or applicable as some of the paid tools, publishers can hack Google's search engine to provide valuable content creation ideas.
It works even better if your content is based on queries - which means it's based on a question a potential researcher might ask ....
Try searching for some of the keywords, related questions, or topics related to your most lucrative home page in Google Search in the form of a question someone might ask about them.
This will likely produce some of the rich results in "other people also ask" from Google. You can use these queries to formulate content ideas that could easily be related to your high-revenue content and the pages to which the high-income content is already linked.
In addition, you can continue to click on the results inside the "people as ask" widgets so that Google continues to fill these results with other topics and potential questions. You can write additional articles on these topics or try to combine them together to produce high quality content that refers to all landing pages that are most relevant to you on that particular topic.
WHY CAN DATA HELP YOU CREATE BETTER CONTENT THAT EARNS MORE MONEY?
Most publishers focus on the wrong data when they try to create content that generates more advertising revenue. Although the topics, your current audience, and the popularity of the site will determine a lot about what your site can earn through advertisements, visitor behavior on your landing pages is one of the easiest things to control for you as publisher.
Using data to understand which landing pages are earning the most money, then searching for keywords to write more content that is similar can be an effective strategy for increasing overall advertising revenue for your site.
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