How to raise 10%-30% via making Adsense compete in DFP?

Does anyone know how to do this?

[clammy77]

Hi, My Google rep told me that you can set Adsense as line item and setting a higher CPM (10-30% higher than in Adsense), and make it compete with itself.

This does not include any other networks.

Does anyone know exactly how this is done? and if passback is required?

Right now I created 2 line items, both with 3rd party ad creative with adsense code, and 1 set to 1.2X higher CPM (than the RPM rate from Adsense), and the other set to the Avg. Adsense RPM Rate.

I then benchmark it against the ad immediately under it, which basically has the same performance.

After running for a few days (we have PV in the M) for a less prominent ad, I noticed in Adsense that the ad requests is lower, and the CPM dropped by 25%, but in DFP yield report, I am seeing a 150% increase in CPM for Adsense (but low ad requests, just 1/5 of the PV), and a 10% increase in price priority (which is Adsense I think?)

So 2 questions here.

1. The Adsense in the yield report, is that the Adsense fallback? don't think it's the adsense code in line item, since DFP can't track that.

2. The 10%, it just thinks it got a 10% increase, when I check the data in Adsense, it shows a 25% drop.

Anyhow, would love to know the exact steps to get that 10-30%, and also would love to hear some explanation on the discrepancy between DFP and Adsense data for the Adsense through Line Item.

Thanks!

[Evan Salamanca]

Yep, that is the backup in the yield report that does not show in your standard report. If you want the real numbers, add one Non-DFP unit to your site, like a link unit, then use that one's impressions and measure that against your total income in the URL channel report (which includes all income but has an epic #*$! ton of impressions due to strange glitches in the Adsense reporting)

[clammy77]

@Evan,

Just like to confirm what you said, that the way to increase the 10%-30% is by creating 1 line item for each geography, and setting the CPM 10%-30% higher so that the Adsense fallback will try to compete?

[matbennett]

Your DFP reports are not going to be reliable using this method. If you are trafficking AdSense through DFP using manually entered CPM it will report that CPM as the value rather than true earnings. That is why your earnings are reporting higher in DFP - it is the rate you have told it that you are earning rather than the actual yield.

The above set-up really needs for the line item with the higher CPM to have a floor price (ie using AdX over AdSense). If not then an impression on line 2 that was going to yield 1.1xAvg can get outbid by one that will return just 0.1xAvg !

[clammy77]

Thanks Mat, that's what i figured.

Is there a specific setup I can try with just Adsense? Well, I mean the method was mentioned by a Google Adsense rep, she never told me how it's done. The method was my best guess, according to her description. She suggested that we go work w/ a reseller but that's just more $$$.

1. Can you suggest a good method to use DFP/Adsense and try to "trick" Adsense to get a higher CPM?

Or I have to use Adx (since floor price is required)?

2. You mean get outbid by one that will return just 0.1xAVG...Why is that? I mean, so if 1.1xAVG doesn't deliver, means it'll try to deliver the AVG one, why would it be 0.1xAVG? because Adsense fallback's CPM is crap?

As mentioned, in the DFP yield report, the Price Priority field (which is adsense in line item), the CPM is off, like you said. However, the Adsense fallback has a 2.5X higher CPM (account for like 1/4 of the traffic). That is amazing, if we can get a higher % for that.

3. Another question is, when I fill in a CPM target for an Adsense through line item, will Google actually deliver an ad that will fulfill the 1.2X? Can Adsense communicate w/ DFP and tell it exactly what the CPC for the next ad is, so that DFP will help maintain the 1.2X?

4. would it even make sense to have 2 line items? I am guessing I need it just so that the if 1.2X doesn't work, at least the 1.0X works.

Basically, I'm very curious as to if the Google Rep is just #*$!ting me, or is there really a method to get a higher yield just by config.

[matbennett]

1. AdSense doesn't offer the ability to set floor prices I'm afraid. The method a lot of the reps suggest often is just to traffic low value ads on a price priority to push the minimum prices up. That is easier to do using your method as the retroactive floor prices are less critical.
AdX is the route I would go, but that does mean working with a partner. The right partner should be making you money not costing you though.

2. What I mean is that the price you are bidding at in DFP has no relation to the price you are achieving on that line item. To give an extreme example, I could have a line item bidding at $100 CPM which would stop others from winning impressions. However that line item might perform worse than other line items. I know that the theory is that running adsense twice should mean that the second line will always perform as well, but practice can differ. Just be aware of the possibility.

3. No. Not on price priority. That only works on the dynamic allocation priority settings of "adsense" and "Adx". That is the problem really.

4. Only if it works! I'm not saying it won't - I think that you need to test things for yourself but be sure to understand what is being reported. The direct experience of reps does differ though. Some are better than others and all are human and thus fallible. Having access to AdX and a few other sources this isn't something I have tried for a while.

[shri]

The most basic setup for us is to use AdX and set some basic anonymous floors.

Then let a adsense line item price compete for the what AdX fails to fill.

Bottom line is that quality adsense ads are finite. You get the best at the first shot. Rest is well... Not optimal.

Needless to say mat has a much larger range of tactics to deploy. And a larger overview of what works. More than your acct rep I bet.

[shri]

The most basic setup for us is to use AdX and set some basic anonymous floors.

Then let a adsense line item price compete for the what AdX fails to fill.

Bottom line is that quality adsense ads are finite. You get the best at the first shot. Rest is well... Not optimal.

Needless to say mat has a much larger range of tactics to deploy. And a larger overview of what works. More than your acct rep I bet.

[matbennett]

"And a larger overview of what works. More than your acct rep I bet. "

Thanks Shri. It varies greatly from rep to rep. I certainly learn continually from the ones that we have contact with. We do have a different type of experience though. That can be very useful.

"Bottom line is that quality adsense ads are finite. You get the best at the first shot. Rest is well... Not optimal. "

Yes. This!

[matbennett]

Clammy - A question about this part:

"Right now I created 2 line items, both with 3rd party ad creative with adsense code, and 1 set to 1.2X higher CPM (than the RPM rate from Adsense), and the other set to the Avg. Adsense RPM Rate. "

What priority are you running those two lines at? I first read it as both being at price priority, but then line#1 would receive all impressions.

[matbennett]

Clammy - A question about this part:

"Right now I created 2 line items, both with 3rd party ad creative with adsense code, and 1 set to 1.2X higher CPM (than the RPM rate from Adsense), and the other set to the Avg. Adsense RPM Rate. "

What priority are you running those two lines at? I first read it as both being at price priority, but then line#1 would receive all impressions.

[clammy77]

@Mat:
exactly, I noticed line item got all the impressions.

I am still trying to figure DFP out completely. From my current understanding, DFP will try to deliver line item #1, but if it can't reach 1.2X, it'll deliver 1X. Is that correct?

Also, in response to your prior reply, I was talking about setting floor price (rate) for Adsense via DFP. Is rate and floor price the same thing?

I basically create a new line item, and create a creative using Adsense code. That's what I'm talking about.

[matbennett]

OK - that is why I asked. I had a feeling you were getting thrown on that issue. It doesn't quite work as you are expecting.

If I have a price-priority line item in DFP at $2.00 I am telling DFP that this is the value whenever those ads are served. If I have another price priority item at $1.50 the second will get no impressions. Why would it, the other is offering more every time.

I can then serve whatever ads I want in that item. DFP will think I am getting $2.00 even if I just serve up pictures of cats. It will report as $2 and beat any other item that doesn't pay more (or have a higher priority).

If I put an AdSense creative in that line item DFP will treat it as being $2. AdSense though is unaware of that price setting and will just do it's thing as usual returning whatever price it can get. That may well be less than the $2 set in DFP.

The only time AdSense communicates real bid rates back to DFP is when you either have "enable this unit for adsense" option set or have a lineitem with the price priority "AdSense" set. Those then use dynamic pricing, but you can't then set minimums in the same way.

[shri]

Based on some email exchanges - here are some random thoughts (in no particular order).

matbennett or hopefully some other publishers / SSP / DSP types can chime in and shoot down my points.

- There is something way off with AdSense this month. We’re seeing a 90% drop over last year and are seeing huge clawbacks (Hour 1: 100, Hour 2: 80: Hour 3: 90, Hour 4: 70 type fluctuations in net revenue as their filters / invalidation processes take over.), so right now is a very very bad time to be testing optimisation.

- From what I understand about the “pricing blackbox” and conversations with other publishers, the best shot you have at making money is the first AdSense ad. Without doubt, this unit will give you the best paid ad. It may be CPC or high enough CPM, it may be contextual, interest based or placement. No matter what a rep tells you, you CANNOT control AdSense pricing (I.e. No such thing as setting a floor on AdSense).

- You can set floors in AdX, but this opens up a whole new can of worms (if you say bottom line pricing is $10, you may loose a huge percentage of $3 impressions and your revenue may fall because impressions are not being met).

- AdX allows you to go "screw it, not worth making $1CPM on this ad, I'd rather show my inhouse ad". Inhouse ads work on busy sites which have alternative monetisation (membership schemes, ecommerce etc).

- What I’ve done: Setup AdX as a dynamic allocation line item so it should run at priority 12. Setup AdX to say let anonymous bids through at $1CPM for example. Setup a AdSense line item at price or house priority. If AdX does not return

- AdX offers real time bidding interactions with some players who are not in the AdWords ecosystem / AdSense partners (not sure why they're not) and more importantly a deals based system where you can point key advertisers who are in the system. Not much luck with it, as we don’t have significant coverage in Asia on AdExchange from networks or corporate advertisers, so for us it is best to stick with AdSense for now.

- Focus on AdSense experiments first – text vs image, colors / backgrounds and see if you can optimise your earnings. I know that some combinations can make 10-15% difference.

- Make sure you know exactly where your revenue is coming from (top 50-70%) and experiment with DFP in those countries – serve some AdX and some AdSense to see which countries may you a lift using one of the two platforms.

- I am personally not a fan of DFP – I think it adds 200+ms to the pageload and the ads take longer to show up. Even if they’re AdSense ads served through DFP.

- But DFP offers a good API. Take a look at it to see if you can get hourly info – Sometimes AdX and Adsense can outperform each other, depending on geography and time of day. You can automate (with some lag – not exactly real time) rules / line item pausing and resuming with DFP.

Take a look at the WaPo study and you'll see how brands can use AdX to maintain their rate card and yet sell excess inventory and control their price points.