Google AdSense vs SSPs? 3 reasons to change

Google AdSense vs SSPs? 3 reasons to change

SSPs vs. AdSense

When it comes to monetizing your website, you may be debating whether to utilize AdSense or SSPs such as PubMatic, Index Exchange, and others. Both offer advantages and disadvantages, but which is best for you? Let’s look at the main distinctions between Google AdSense and SSPs to help you decide which is ideal for your website.

Google AdSense Explanation

You can monetize your website using Google AdSense as a new Publisher. The publisher places a code snippet on their website and chooses where they want the adverts to show, decreasing the amount of manual work required. Google AdSense allows you to manage ad placements and ad units of various sizes in a responsive manner.

Once AdSense is activated, advertisers bid on ad slots depending on the audience profile of that website. By paying the advertiser after the advertisements are served, AdSense can pay publishers per impression/click. For website monetization, 99% of new publishers start with Google AdSense since it easily delivers high-quality adverts that match their content.

The Benefits and Drawbacks of Making Money with Google AdSense

Google AdSense Advantages:

• The AdSense program is free, with few qualifying restrictions. If you own many websites, you can easily run advertising on all of them with a single AdSense account.
• There are different ad types available, including those that can be customized to your website’s theme and niche.
• Google pays through direct deposit on a net30 basis once you reach the $100 payout threshold.

Google AdSense disadvantages:

• Your account can be easily terminated, and Google is not merciful if you violate AdSense policies.
• Real human traffic is required to make money online.
• It pays less than ad operation partners.
• They are particularly severe when it comes to blacklisting monetization.
• Because AdSense offers less in-depth analytics than other ad networks, publishers can’t always find out where they’re making money, making optimization more difficult.

When should publishers rely solely on AdSense?

Because Google AdSense is paid per click, you should monitor your click-through rate (CTR). Google AdSense can surpass header bidding if your CTRs are greater than 1% and do not change. However, CTRs fluctuate, and ad clicks alter dynamically, causing you to lose ad revenue. Publishers who utilize SSPs don’t have to worry about this because they are paid based on impressions, and your ad revenue growth becomes more predictable and constant.

What exactly are Supply-Side Platforms?

SSPs, or supply-side platforms, are essential components of real-time bidding, and publishers rely on them to display, manage, and distribute their ad inventory. They are also known as yield-optimization platforms since they have evolved into the primary platform for publishers to maximize their yield and ad space across numerous DSPs. A publisher can increase ad revenue on their website by letting as many buyers as possible see impressions.

PubMatic

Publishers can take advantage of PubMatic’s tailored platform-as-a-service (PaaS) to get the most out of their proprietary solution right away. It utilizes the power of Prebid.js while producing 3X more ad income and simplifying header bidding with enterprise-level administration capabilities.

Advantages of PubMatic SSP:

• Provide premium audiences and inventory to buyers through private marketplace (PMP) offerings while preserving complete control.
• By facilitating connections with the top DSPs across all channels during real-time bidding, we can increase competition and yield.
• Discover the highest performing advertisements across platforms, screens, and formats using PubMatic’s Unified Ad Server, which is designed to help you manage the complex programmatic environment.
• You can secure your inventory across ad formats by using PubMatic’s range of ad quality solutions to prevent low-quality advertising from negatively influencing user experience.

Index Exchange

Index Exchange is a global marketplace where premium digital media firms may sell digital advertising impressions in real-time. They’ve established a transparent ad exchange that provides publishers control over their content and price and comes with competitive optimization services by concentrating on publishers’ needs.

Google Ad Manager

Google recently integrated its DFP (Doubleclick for Publisher) ad server and AdX ad exchange into a single solution for publishers named Google Ad Manager (GAM). GAM is accredited by the Trustworthy Accountability Group (TAG) to protect against ad fraud and malware by prioritizing brand safety here.

Google AdExchange/AdX combines programmatic vendors and buyers to create the world’s largest real-time bidding (RTB) marketplace. Publishers can rotate between ad networks and offer their inventory directly to advertisers by combining DFP and AdX. Because of this, Google Ad Manager is the most used SSP among publishers.

Google Ad Manager, which supports native, video, and custom ad formats, allows publishers to manage all their ad sources in one location and develop their business through programmatic and data-driven decision-making.

Google Ad Manager includes the following features:

• Up to 90 impressions per month are free.
• Monthly pageviews required: 5 million pageviews each month.

SSPs or Google AdSense Best bet for the publisher?

Although they appear to be alternatives to Google AdSense, the vast majority of Ad Operation systems include Google AdSense.

The following factors influence website monetization:

• Your website’s content and intended audience
• Your website’s traffic, specifically whether it is actual or bot traffic, as well as the demographic location of your traffic
• Viewability of the site and the eCPMS range
• Website Performance.

Why should you convert from AdSense to Header Bidding?

1. Advertisers are eager to pay extra.

To begin, advertisers must plan their budgets based on monthly and quarterly targets, spending less in the beginning and more at the end of each quarter for ad impressions in order to see their ads shown with growing traffic.

2. Ad inventory and traffic go hand in hand.

As website traffic grows, premium advertisers begin to raise their bids as publishers’ ad inventory becomes more appealing. The reason for demand partner competition is that if there is no competition (like in the case of AdSense), you will not obtain the maximum revenue from selling your ad inventory through AdSense alone.

3. Holidays and Special Events

During Black Friday, Cyber Monday, and Christmas, advertisers pay significantly more on ad inventory. CPMs typically climb in response to situations like these. Users spend more time online throughout the holiday season, and ad refresh helps publishers to make more money as a result. This is not possible with AdSense.

Using a Trustworthy Ad Operations Partner.

Larger SSPs, such as Rubicon and IndexExchange, generally refuse to cooperate with smaller publishers who require millions of page views before even evaluating your application. You’ll also need many platforms to increase your ad revenue revenues because many platforms will only bid on 30% of your inventory.

Finding a dependable and long-term monetization partner is another option that many publishers are investigating. Platforms like this understand how to optimize advertising and triple ad revenue. Ad operation partners allow publishers access to networks with higher qualification standards by adding publishers to their accounts.

Furthermore, these platforms will manage the bidding process and ensure ad quality on your behalf. Some even provide invalid traffic solutions to assist in reducing revenue clawbacks.