Managing Online Advertisements With Ad Servers
Due to very tough competition on Internet, it is becoming more and more vital to manage online ads on a website and optimize them according to content relevancy, source of website visitors and conversions.
More professionally managed online ads mean more money for content publishers.
Many publishers are not even aware that they can manage all ads on a centralized ad server platform and change an under-performing ad or ad network in seconds on multiple websites.
You cannot just throw a bunch of Google AdSense ads and Amazon banners on your websites and wait for them making money.
There is always a big opportunity cost with this behaviour.
For example; if you are using Amazon.
com banners on your websites, you should show these banners to only US visitors.
Do you have huge Europe traffic? They will / can not buy from Amazon.
com.
So, you are sending visitors to Amazon.
com in vain.
Instead, you should use an ad server and show the Amazon.
de, Amazon.
fr etc.
banners separately according to the origin of visitor country.
To understand your website traffic, use can use Google Analytics and learn the details of the origin of traffic.
Another advantage of using an ad server is that you can automatically compete ads for your banner positions.
How? Suppose you have a Google AdSense ad spot on your website which generates $2 eCPM (Earnings for thousand impressions).
You could easily link another banner to the same zone using Google Ad Manager and state that its earnings as $5.
So, this ad will compete with Google AdSense.
If Google AdSense ad can pay you much, it will be automatically served by ad manager, else AdSense banner will be shown.
Do you have tens of websites and want to start a hot marketing product banner campaign on all of them.
You do not need to open templates of all these sites and paste the banner codes individually.
For example, by using OpenX Ad Server you can just do this in seconds without touching to your website, only from OpenX administration interface.
In conclusion, it is essential for you start using ad server if you want to handle your online ads on websites professionally.
More professionally managed online ads mean more money for content publishers.
Many publishers are not even aware that they can manage all ads on a centralized ad server platform and change an under-performing ad or ad network in seconds on multiple websites.
You cannot just throw a bunch of Google AdSense ads and Amazon banners on your websites and wait for them making money.
There is always a big opportunity cost with this behaviour.
For example; if you are using Amazon.
com banners on your websites, you should show these banners to only US visitors.
Do you have huge Europe traffic? They will / can not buy from Amazon.
com.
So, you are sending visitors to Amazon.
com in vain.
Instead, you should use an ad server and show the Amazon.
de, Amazon.
fr etc.
banners separately according to the origin of visitor country.
To understand your website traffic, use can use Google Analytics and learn the details of the origin of traffic.
Another advantage of using an ad server is that you can automatically compete ads for your banner positions.
How? Suppose you have a Google AdSense ad spot on your website which generates $2 eCPM (Earnings for thousand impressions).
You could easily link another banner to the same zone using Google Ad Manager and state that its earnings as $5.
So, this ad will compete with Google AdSense.
If Google AdSense ad can pay you much, it will be automatically served by ad manager, else AdSense banner will be shown.
Do you have tens of websites and want to start a hot marketing product banner campaign on all of them.
You do not need to open templates of all these sites and paste the banner codes individually.
For example, by using OpenX Ad Server you can just do this in seconds without touching to your website, only from OpenX administration interface.
In conclusion, it is essential for you start using ad server if you want to handle your online ads on websites professionally.
