One of the more traditional ways publishers are using Keywee is to do Audience Development. By getting their content in front of the right people, publishers can grow their audience online. While this is valuable in itself, where this gets really interesting is if you can immediately profit off the audience you attract with your paid distribution efforts. At Keywee this is something we’re successfully doing with clients, and I’d like to share with you how.
First, you’ll need our pixel in place. Setting our pixel will allow us to track and optimize against multiple page views. The more page views per session, the more ad revenue we can generate for you.
The next step is to pass the revenue that you generate off of the traffic we send you. This way we can determine and ultimately optimize against the RPM we are generating.
From our friends at Google:
“Page revenue per thousand impressions (RPM) is calculated by dividing your estimated earnings by the number of page views you received, then multiplying by 1000. For example, if you earned an estimated $0.15 from 25 page views, then your page RPM would equal ($0.15 / 25) * 1000, or $6.00.”
Unfortunately tracking revenue that’s generated from your paid distribution isn’t readily available on ad servers, at least it’s not on the ad server that everyone uses (hi DFP!).
Fortunately, with a little creativity, it’s possible.
DFP offers the capability to report revenue by a key-value pair, and it’s possible to create a key-value pair from a UTM parameter.
Step 1: Keywee creates a custom UTM to capture the URL of page we are working with
Step 2: Publisher creates the key-value pair off of the newly created UTM parameter
Step 3: Publisher creates a DFP revenue report based on key-values pairs
Step 4: Publisher shares report daily with Keywee
In the following example, Keywee would add a custom UTM parameter (red) to our usual UTM parameters (blue).
You’ll notice “&utm_content=rpm_March-top-celebs“ reflects the suffix of the domain.
Now that the UTM that represents the suffix of the domain is being passed you will be able to create a key-value pair off of that value. (Link to additional instructions)
Once the key-value pair is created, you will then create a revenue report off of the key-value pair. (Here’s how)
It’s worth noting that this only works for media that’s run in DFP. If you’re using content recommendation units, or outstream units they’ll have to be factored in separately.
Let us know if you’d like to give this a try; we’d be happy to help you out.