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Comparing Adsense to AdX

     
9:18 pm on Sep 1, 2017 (gmt 0)

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We briefly touched on this in another thread, but figured it was better to answer separately so as to not take it off topic.

I had stated that I moved my "big" site to MonetizeMore, who uses AdX.

I'd love to hear more about these experiences.

Having a group of tech support people has been very helpful. I don't have a Google rep of my own, so someone that can review new ideas, help you decide on ad layouts, and ask their Google rep specific questions for you... that's a huge bonus!

I honestly don't know if the money has gone up, though, because you don't have a way to compare apples to apples.

Last week, the site I have with MonetizeMore had 853,902 impressions and 718 clicks. In comparison, I have 50+ sites on one Adsense account, and all together they had 249,302 impressions and 350 clicks.

So, the big site had 3.43 times as many ad impressions, but only 2.05 times as many clicks.

We can't share specific monetary values on here because it's a violation of Google policy, but I can say that the revenue generated with MonetizeMore was 2.58 times higher than that generated on Adsense. Based on the ad impressions I wish it had been 3.43 times higher, but based on the clicks it could have only been 2.05 times higher... so, better.

But there are a lot of other variables there that have an impact on the numbers, so this is really a fair comparison.

In an attempt to compare apples to apples, I can compare last August on Adsense to this August on MonetizeMore.

The last week of August last year, traffic was 19.24% higher (eek!). On Adsense I had 911,662 impressions, and 895 clicks.

With 19.24% less pageviews, to be the same rate as last year then this year should have shown 736,258 impressions and 723 clicks. So showing 853,902 impressions is significantly better, while 718 clicks is slightly worse.

BUT! Revenue for this last week was down by 26.77% as compared to last year. I expected it to be down by 19.24%, but it was worse.

That's not really a fair comparison, either, though. My second largest site is on Adsense, and compared to last year it had an increase in pageviews of 21.08%, but revenue went down by 23.65%. So I have to assume that, had my bigger site been on Adsense, too, then my revenue would have gone down by a lot more.

Have you checked with your rep if you quality for an AdX account of your own?

I'm not a "preferred publisher" :-( If I understand correctly, in order to become a preferred publisher I need to have at least 5 million pageviews per month and 10 million ad impressions per month. I could have qualified in January 2013 when I had my peak traffic, but not now.

Further, I have a Doubleclick account, and have found it so overwhelmingly confusing and difficult to use that I don't know if I would be able to figure out an AdX account. I already work 16 hours a day and can't even come close to finding time to do everything that needs to be done, so if managing an AdX account requires more than a few minutes a day then I just can't do it.
9:08 am on Sept 4, 2017 (gmt 0)

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Further, I have a Doubleclick account


you mean DFP?
Which is really really
confusing and difficult


But AdX is something absolutely different (it is pretty logical and not confusing at all)
You simply have to create ad tags and test them out on your website.
After weekly test you can start analyze all stats and setting up price rules for Open Auction in AdX.

For us AdX is working well for "brand" formats like 160*600, 300*600, 300*250
AdSense is still good for 729*90
9:34 am on Sept 4, 2017 (gmt 0)

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you mean DFP?

Yes. Sorry, I think it used to be called "Doubleclick", then "Doubleclick for Publishers", and then eventually just "DFP". In my mind, it's still just "Doubleclick".

But AdX is something absolutely different (it is pretty logical and not confusing at all)

Great info, thanks! But do I understand correctly that you need a minimum of 5 million monthly pageviews to qualify? I'm not quite hitting that minimum anymore, and definitely not consistently each month.

Did you compare AdX to any other Ad Exchange programs before settling on AdX?
10:15 am on Sept 4, 2017 (gmt 0)

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Doubleclick is the range of Google products
DBCK AdExchange
DBCK bid manager
DBCK for publishers
etc.

But do I understand correctly that you need a minimum of 5 million monthly pageviews to qualify? I'm not quite hitting that minimum anymore, and definitely not consistently each month.


Let me ask our Google rep about AdX entrance requiements (I will let you know).

Did you compare AdX to any other Ad Exchange programs before settling on AdX?


Yes of course.
At the moment it's #1 for us.
We were running a few A/B tests
The biggest problem of other adexchanges is the loss of impressions.

About AdX benefits:
We are pretty strict with ad formats (no autoplay vide/audio, no download buttons etc.) and AdX gives us an opportunity to control it on 100%
Ads Quality is the same as AdSense + some large AdNetworks/Agencies/Brands
Only CPM model (I forgot what is CPC)
8:26 pm on Nov 23, 2017 (gmt 0)

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Just an update on this.

By October, I was in panic mode that my main site's value was so low. But then I noticed that the smaller sites on Adsense has a higher Page RPM, Impression RPM, and click value than I was getting on AdX.

So I switched my main site to Adsense on November 1, and immediately saw a huge improvement!

I don't know if the issue was with AdX or MonetizeMore, but for whatever reason I'm making more money now on Adsense.
9:52 am on Dec 1, 2017 (gmt 0)

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I did an experiment a while ago for my "big" site (about a quarter of the size of yours). I served 50% of ads with AdSense on DFP. The other 50% I served as vanilla AdSense code ("ClassicAdSense"). I ran this test for a number of weeks.

In the first three days, I sent results to a friend. "ClassicAdSense is 30% higher in RPM, 48% higher in CTR and 23% higher in revenue."

As the experiment progressed, the gap WIDENED.

It turned out that ClassicAdSense was doing *much* better on mobile (three times better) and DFP vs ClassicAdSense was virtually the same on desktop. I can only assume it's a bug or limitation in DFP's setup where it wasn't doing the best it could for mobile.

So I don't touch DFP, and just use AdSense code.
6:37 pm on Dec 1, 2017 (gmt 0)

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That's scary info, James... I've been rebuilding my site to be more mobile friendly, and I'm including Infinite Scroll. But the only way you can use Adsense with Infinite Scroll is via DFP (I have a few earlier threads on the topic, if you're interested).

But if using DFP has a significant impact on ad value then that defeats the whole purpose.

I guess I'll have to do my own 50/50 experiment to see if I have the same results. I hate to be doing this much work just to lose money from it!
12:30 am on Dec 3, 2017 (gmt 0)

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DFP is best used in conjunction with Adsense + other ad services / or even affiliate marking for better targeting, if Adsense is the only ad provider, using vanilla adsense exclusively will generally be better for smaller/medium publishers. There is a learning curve to DFP. I think DFP by default (if you enable first look / dynamic allocation), plugs into Adx inventory.

If you use DFP to serve adsense exclusively, you sort of defeats its purpose of DFP as an ad server, you will almost always lose revenue. Any network passbacks will result in loss of traffic and revenue, DFP passing to adsense is the same.

From some information given and educated conclusion guess, it appears that Adx isn't really "premium", but it's rather another service with much weaker support than adsense. (I personally believe Adx be merged into DFP at a later time), with them placing more man power behind DFP and Adsense as actual products. Moving forward, I would recommend people trying other ad services like sovrn or criteo, etc, and try to use DFP as adserver to blend those services, while enabling "first look" or "dynamic allocation" on the DFP platform to tap into Adx inventory. That's my strategy so far and it's working out well.

The learning curve is there and it does require some what lengthy setup / test for the DFP. But at this point in time I would not invest my energy into Adx as a "new" ad service.

My next step is actually header bidding, which appears to have even steeper learning curve / setup. But it appears several ad services are trying to streamline the setup...Hopefully it'll be easier to use and setup by next year.
6:37 am on Apr 26, 2018 (gmt 0)

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Can I use adsense and AdX at the same time?
8:13 am on Apr 26, 2018 (gmt 0)

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@Tom Yes, you can.