One of the most popular ways to get more ad revenue for web publishers is through PPC Ad Networks. PPC (Pay Per Click Ad networks or PPC advertising Networks) are used by publishers and advertisers around the world to advertise and bring more website traffic. In a typical PPC Ad network, an advertiser pays a publisher (including search engines, website owners, and networks of websites) when the ad is clicked. Now, let’s find out how PPC Ads work.
When you perform a search, or you are simply browsing a website, you must have observed sponsored advertisements. These ads work on a pay-per-click basis. In simpler terms, when a visitor clicks on these advertisements, the advertiser will be charged money. This is how publishers can increase their revenue by utilizing their existing website traffic. PPC Ads can help you monetize your webpage. Pay-Per-Click has two models-
1. Flat-rate PPC
In this model, the advertiser pays a fixed amount for each click to the publisher. Most publishers generally have a rate card that lists the pay-per-click (PPC) amount for different areas of their website or network.
2. Bid-based PPC
In this model, the advertiser bids on specific keywords or keyword groups in order to secure ad space at the top of search results. A bid is placed through an online pay-per-click auction between the advertiser and the ad network, or in some cases, directly with the publisher.
Did you know? Almost 60% of users don't recognise paid ads when they see them. This is why PPC Ads benefit both, advertisers and publishers. Advertisers prefer the pay-per-click ad model as here, they are paying for clicks that will get more audience to their website. Also, PPC-based advertising is easily measurable in terms of impressions, clicks, and conversions based on your campaign objective. Hence, it is more preferred among advertisers. For publishers, this is a great way to monetize their content.
Now that you’re aware of what PPC Advertising is, let’s move further-
What are PPC Ad Networks?
An online advertising network or ad network connects advertisers to websites or publishers that want to host advertisements. They make money by earning a commission from these ads. Ad networks have a pool of unsold ads which are sent to the publishers via code on the publisher’s site. Ad networks also help advertisers manage the bidding, targeting, and optimisation of their ad campaigns.
How do Ad Networks help publishers?
Ad Networks act as mediators between publishers and advertisers. They ease the overall ad selection process for publishers by serving them with relevant, contextual ads. An Ad network saves the publishers’ efforts to look for advertisers and then negotiates with them about the ad placement and pricing. Hence, Ad Networks makes it a cakewalk for publishers to earn more revenue by displaying PPC ads.
Top 10 PPC Ad Networks
1. Google Adsense
Google Adsense is the most popular and one of the oldest ad networks in business. For publishers, the benefit of using Google Adsense is that it is highly optimizable and provides contextual, relevant ads. You can even let Google suggest the best ad placement locations on your site. Google Adsense is the most hassle-free way to earn money using pay-per-click ads.
Best part: Ads are highly contextual, relevant, and unobtrusive.
Room for improvement: Getting approval might be difficult.
Media.net is an ad network by Yahoo-Bing. It is one of the top 5 largest ad tech companies worldwide by market cap and the second largest contextual advertising business worldwide by revenue. Media.net provides relevant ads based on your web page's niche. Publishers can also track their ad performance in real-time using multiple tools. You can also optimize the color palette, ad topics, and advertisers according to your site.
Best part: Many options to optimize ads
Room for improvement: Payout per click is typically higher using AdSense
3. Amazon Associates
Amazon’s affiliate program, Amazon Associates offers over 1 million products, highly flexible ads, and easy implementation of products into your site. These ads are usually placed at the end of content or within the content to create a more compelling visitor experience and provide an opportunity for shoppers, especially if you have a product-centric website or write product-centric blogs.
Best part: Massive inventory of products
Room for improvement: Low commissions
Taboola is a dedicated native advertising platform. Taboola is mostly associated with publishers having more than 1 million visitors a month, which is why you will see a prominently high ad quality. Taboola is a useful platform for retargeting based on what users have clicked online before.
Pros: Ad Quality
Cons: Minimum page view of 500,000
5. Microsoft Advertising
Previously known as Bing Ads, Microsoft Advertising is the second biggest player in the ad network space. The reach of Microsoft Ads stands third in the global search market. You can also import currently running google or facebook ads campaigns with Bing ads easily. They also claim to have better CTR and conversion rate than Google Ads.
Pros: Less competition and hence, lower bid price
Cons: Not immune to click frauds
Adcash is a global online ad network for media buyers, affiliates, ad networks, and publishers. Adcash helps publishers earn more revenue through website visits with minimal effort. They serve various ad types, from native ads to standard display ads for both web and mobile monetization.
Pros: Anti Adblock Technology, global reach
Cons: Not much traffic for each geography
BuySellAds is one of the highest paying ad networks for publishers. It helps you run multi-channel campaigns from one place. Their unique offerings include native ad content, sponsored video, sponsored posts, display banner, and host-read radio ads on Podcasts, email ad and newsletter placements. They charge 25% commission as middlemen.
Pros: Wide variety of native advertising options
Cons: Higher pricing as compared to other options
Infolinks is one of the best options for bloggers or publishers who are beginners as they have no minimum website traffic requirement. It is highly flexible, can be easily used along with Adsense, and has a wide variety of ad types. It is also used by brands like Netflix. They currently have over 350,000+ publishers worldwide.
Pros: No minimum traffic requirement
Cons: Less traffic from developing countries
Bidvertiser is another popular and trusted ad network for small to medium publisher sites. Like Infolinks, Bidvertiser doesn’t require a minimum website traffic requirement either. They offer various ad formats including native content ads (video and/or text), In-app ads (catfish ads), pop under windows, and XML feed integration. They partner with more than 78522 network websites.
Pros: Payout for clicks as well as conversions
Cons: Ads might be irrelevant and unrelated
10. Propeller Ads
With over 150,000 publishers all over the world, Propellor Ads is a trusted desktop and mobile advertising network. They ensure high quality ads by performing manual checks through a 24 hour moderation service. They support banner ads in all sizes and formats. Propellor Ads, too, don’t have a minimum requirement of website traffic, hence, it’s a good fit for all types of publishers.
Pros: Personal account manager, detailed real-time reporting.
Cons: Lower revenue for non-english websites
How to choose the right fit for you?
We know what you’re thinking. As a publisher, how do I choose the right Ad network for my website? Well, the first thing you need to keep in mind is whether you want your audience to relate to the ad displayed on your website. For example, if you write a blog about fashion and lifestyle, you can probably display ads for online fashion stores. Otherwise, you can imagine what an ad for ladies' boots on a blog mentioning ‘Best Reads of 2021’ would look like.
When you’re looking for an ad network, these are the points to consider-
- Not all PPC Ad networks will accept all publishers. It largely depends on the quality of website traffic you get, your content type and language, and sometimes, your location as well.
- You do not want fraud or spam advertisements on your website as it will negatively affect your audience. So even if you’re getting paid in good numbers, be very careful about which ads are getting displayed on your site.
The next step is to find the answer to questions like these below and make your choice.
- How much web traffic does the PPC Ad Network accept?
- What type of content are they looking for?
- What will you get paid?
- Mode of payment transfer (Paypal, Wire transfer, etc)
- Whether the PPC Ad Network has a good reputation