Going Steady With Ad Testing

Going Steady With Ad Testing

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So you’ve started testing elements on your site, and you aren’t sure what to make of the results after a few days.  It can often feel like a lot of change all at once.  Sometimes you might ask yourself – is it even worth it?

Here’s my advice on how to get the most out of testing (what we’ve learned from talking to hundreds of publishers).  You’re not alone!  There are many who have done the same thing, and stuck with it – and even transformed their incomes (and lives) from using these methodologies:

1. Keep calm.


No experiment is fool-proof. While data-driven results give your website the best chance for success, there isn’t a quick and easy way to maximize your revenue overnight. Things rarely change that quickly, so why should you expect your ad revenue to be any different?  

Ezoic optimizes on a per user and per case basis. No two websites are the same, and the system takes this into account during optimization. Sometimes, it can take weeks for the system to settle in, and really get find a groove. It’s rare, but if the data isn’t pouring in, it’s hard for the system to make statistically relevant decisions on what is working, and what is not.

Try not to jump to conclusions, and get carried away too easily. Remember that testing is a process, and patience is key!  You have no clue what could be in store for your website until you give the change a chance.

2. Communicate.

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Successful relationships (both business and personal) are built around openness and honesty. If you don’t express your concerns, they will most likely go unnoticed– especially in the digital age. You can’t read body language over an email!

If something is not right, do not hesitate to reach out to your company rep (whether that be Ezoic or whoever it is you’re using).  They’re going to be able to help you dig in and work through your testing goals and find out what is happening, and how things are going.  Things can be changed and improved upon, so be sure to vocalize things explicitly and be transparent.

Ups and downs are common especially early on. There might be some adversity along the way, but it’s always better to have someone to share things with; it will help you weather what might feel like a storm!

3. Commit!

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By giving testing a shot, you need to be brave and embrace change.  It’s awesome to try new things! Change is good for you and your users.  So whether you’re only testing ad locations/sizes or colors, or if you’re going all out for full layout testing – putting yourself ‘out there’ will give you results much quicker than playing it safe.

That said – make sure you go at a pace you’re ok with (only test the traffic percentage you’re happy with).  One of the main problems with the world of online advertising / publishing is that we are never quite sure what is next.  Who knows what’s in store for the future of the online publisher? All we can do our best to deal with the present, and prepare for the future.

That’s why it’s more important than ever to not only stay ahead of the curve, but to also make the right choices for you and your site.

With Ezoic, you have a partner that can help anticipate what’s next, and know the next move. We’re here for you, and constantly adapting the system for any changes that we see on the horizon.


You can learn more about Ezoic here.

Shelby Kang is the producer and co-host of, The Publisher Lab, a popular digital publishing industry podcast. She serves as a key member of the Ezoic marketing team and is the event coordinator for Pubtelligence, a series of large digital publishing events hosted at Google offices. She holds a marketing degree from SDSU and is an avid rock climber.

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