Google Adsense vs. Doubleclick Ad Exchange: Automatic vs. Stick Shift

Monetizing your website can be an unfriendly maze for inexperienced publishers to navigate.  After all, your expertise as a publisher means you’ve mastered the skill of driving traffic to your site with unique and valuable content, optimal SEO, and perhaps a bit of luck if some of that content has gone viral.

When Most publishers take the plunge into monetizing that traffic, the default choice in the industry is to slap on some Google Adsense ad tags and let Google’s algorithms figure out the rest.  By doing so you set your ads on cruise control while you take care of doing what you do best: being a publisher.  But as your site gains more momentum and traffic grows, it becomes apparent that you’re leaving money on the table by using Adsense exclusively.

Doubleclick Ad Exchange (AdX) is Google’s premium version of Adsense.  Once offered only to premium publishers, AdX is now available to smaller publishers who qualify.  When I asked a Google representative to distinguish between Adsense and AdX, the analogy he made was “driving an automatic vs. a stick shift.”  Adsense is the automatic and AdX is the stick shift.  As any driver knows, a manual transmission, though it requires a  lot more work, lends a driver far more control and power than does an automatic.  All  Forumla One cars and Ferraris, for instance, have manual transmissions.  Catch my drift?

So when it’s time for your site to take a step up from Adsense, you’ll need to turn off cruise control and take charge of the wheel.  There’s simply no way to maximize profits from your site without adding more effort and control to your ad program, but the results can be extremely rewarding.

So just how exactly do you take more control of your ad impressions with AdX?  AdX performs on a higher technology than Adsense, and here are some of its distinguishing features:

• The ability to create CPM floors for certain ad slots
• Ad blocking by URL and categories
• Control over cookies and advertisers’ ability to re-target ads
• Access to premium advertisers that do not advertise through Adsense

All these features add up to more revenues for you the publisher.  Once you take control of the wheel higher revenues will soon follow.

Though AdX has its merits when operating alone, it shows its full potential when it’s allowed to compete with other networks.  As a rule of thumb, a good way for publishers to ease into taking more control over site monetization is to force AdX to compete with your old friend, Adsense.  That’s when Doubleclick for Publishers (DFP) ad server comes into play.  DFP is Google’s advanced ad serving platform that allows you to mix and match ad networks and directly sold ads so that they can all compete against each other under one umbrella.  Because DFP uses Google technology, both Adsense and AdX integrate with it seamlessly.  Best of all anybody can sign up for DFP for free and it’s hosted in the cloud.

DFP is a powerful ad serving solution and perhaps its most important feature is its Real Time Bidding (RTB) technology.  RTB creates an auction environment for all your ads.  Think of each of your ad impressions as the item up for auction, and each of the ad networks or direct buyers as the bidders.  As with any auction, the more bidders involved the higher the demand and the higher the price of the winning bids.  That means the price of your CPM’s rises and you make more revenues, and the bidding all happens in milliseconds.  Sounds appealing doesn’t it?!

Like anything, learning the full potential of AdX and DFP take time.  Here is a useful free tutorial outlining DFP for beginners.  Keep in mind, you’ll be venturing into the world of ad ops when operating DFP, it’s a system that many sophisticated publishers use to manage hundreds of different advertisers and networks.  But by starting small, simply pitting Adsense vs. AdX, you can ease your way into its mastery and set yourself on the path to greater revenues.

If DFP implementation sounds too complex or time-consuming for you please read here about how we can help.  Also, to gain exclusive acceptance into Doubleclick Ad Exchange click here.

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