1. Ben Chien
Google Ad Yield
Management
Nov 2015

2. 0
2
4
6
8
10
12
14
Q1 '14 Q2 '14 Q3 '14 Q4 '14 Q1 '15 Q2 '15 Q3 '15 Q4 '15
Managing 12B+ Google Ad Imps per Quarter

3. 37% 40%
50% 53%
65%
74%
82%
Q1 '14 Q2 '14 Q3 '14 Q4 '14 Q1 '15 Q2 '15 Q3 '15
Mobile First
(mobile imp as % of total)

4. The Acqua Playbook
1. 4-Platform Audit (AdX, DFP, AdSense, and GA)
2. Target Setting (revenue or page RPM targets)
3. AdX Rules optimization (by country, device category, inventory size, etc)
4. DFP Lines optimization (Google vs. other ad networks)
5. Publisher & deal profile setup, and deal acquisition & negotiation
6. New ad position testing (desktop & mobile separately)

5. 4-Platform Audit (sample case)
1) Too many AdX tags and DFP lines (124 tags & 187 lines)
2) Private Auctions improperly set up (floor CPM too low)
3) Coverage is too low (30%) – bad open auction pricing rules
 USD 9,000 in Jan
 Bad rules
 Low coverage
 DFP-served
 Direct >>
AdX/AdSense >>
House
 127 ad units!
 USD 2,000 in Jan
 90% AFC
 10% AFS
 DFP-served
 8M PV in Jan
 90% mobile
 Direct & FB
 60% bounce rate

6. Target Setting ($$$)
1) 25% Page RPM lift within 2 months
2) 50% Page RPM lift within 6 months
3) 100% Page RPM lift within 12 months
 Open Auction
rules
optimization
 PMP acquisition
 Dynamic vs
Manual
allocation
 Line type &
value CPM
 AdX backfill
 5+ ads on a page
 Page section
RPM testing

7. $-
$0.50
$1.00
$1.50
$2.00
$2.50
Jul Aug Sep Oct Nov Dec
AU$
PMP eCPM is 3X higher
Open Auction
Private Auction
Preferred Deal

8. Google Viewability

9. definition of Viewable:
50% of ad is visible for 1 second.

10. 50.2%
average publisher viewability.

11. Every +1% Viewable  +0.57% CPM
(based on 2B imps sample, last 90 days)

12. The topic of ad blocking has been a hot one
ever since Apple launched iOS 9, which allows
developers to create ad blocking capabilities for
the Safari browser (the default web browser
installed on Apple’s mobile devices).
As a paid search executive, agency owner and
person who browses the web, I can understand
all sides of the issue.…..

13. No Revenue Drop
from
iOS9 Ad Block

14. Mobile Page Loading – Try this!

15. 1 seconds faster  +1.5% CPM

16. AdX Technique Sharing

17. AdX
requires
dedication
Good driver
required
AdX
AdSense

18. Open Auction Rules
1. Don’t set too many rules (avg <15)
2. CPM fluctuations  Weekly tuning
3. 100% coverage = Wasted revenue
4. Try to keep a 90% branded ratio
5. Your top buyers ( Private Auction)
6. Key rule dimensions
• Country
• Platform
• Inventory Size

19. $1.00
$1.10
$1.20
$1.30
$1.40
$1.50
$1.60
$1.70
$1.80
82% 84% 86% 88% 90% 92% 94% 96%
eCPM
Branded Ratio

20. Create your
own deals

21. Case Studies

22. Google Revenue: +300% within 3 months
• 60M+ PV per month (life style portal)
• AdX, AdSense, AdMob, DFP and other ad networks
• Expanded DFP usage, increased AdX revenue 3 times
• Blocked competitor and direct sales advertisers
Case Study #1 – Ad Yield Management
Mobile learning:
In the search results and
listing pages, keep testing
for the optimal ad spacing
and ad size to maximize
Page RPM, without
penalizing UX.

23. Page RPM: +14% within the first month
• 11M PV per month (an expat discussion forum)
• AdX, AdSense, AdMob, DFP, & 2 other regional ad networks
• Monthly AB testing
• AdX country/platform-level optimization
• Preferred Deals
Case Study #2 – Ad Yield Management
Joined Acqua
Page RPM +14%

24. Page RPM: +56% within the first week
• 103M PV per month (a viral news website)
• AdX + AdSense
• AdX country/platform/size-level rules optimization
• Preferred Deals + Private Auction
Case Study #3 – AdX + AdSense
Joined Acqua
Page RPM +56%
Mobile learning:
Half of total revenue comes
from a single mobile top
LREC, forcing us to
vigorously test the page
position, as well as ad-
serving flow.

25. Mobile Ads
Placement
Guide

26. Page RPM: +10% in the 1st month, and +25% in the 2nd month
• 250M PV per month (a gaming discussion forum)
• AdX + AdSense
• AdX sites/platform/size-level rules optimization
• Private Auction  25% of total revenue
Case Study #4 – AdX + AdSense
$5.00
$5.20
$5.40
$5.60
$5.80
$6.00
$6.20
$6.40
$6.60
May Jun Jul Aug Sep
Page RPM

27. Overview
Traffic RPM
Responsive Design AdX
Google Analytic AdSense
SEO / Google Webmaster Tools AdMob
G+ / Facebook / YouTube DFP

28. ben@acquamedia.com.hk
6232 8494