Before we explain how to grow your revenues, it is useful to have a basic understanding of how Audiences by Skimlinks works, which you can read here. Secondly, it is useful to know how we reward and distribute Audience revenues to publishers (at the bottom of this article).
How do I grow my Audiences by Skimlinks revenue?
- Grow the volume of pageviews and clicks in comtent (intent signals)
- Let us do most of the work!
The next section highlights some actions you can take to grow your audience contribution. It is important to understand that every day we are expanding our list of data buyers, growing our data partnerships, expanding our geographical reach, so even with your current audience data contribution your Audiences revenues will be set to grow over time.
How do I grow the volume of intent signals?
This can be achieved by:
- growing your site/app's audience - by using the usual methods of developing your audience, such as ranking more in search engines, developing platform/social channels, developing email newsletters.
- ensure your comtent 'matches' your audience's interests - if your audience is interested in coffee grinders, then it makes sense to write about coffee grinders. Normally, it is hard to understand what your audience's preferences are before visiting your site. Coming soon, Skimlinks will be providing audience 'insights' to help you understand what your users are interested in and in-market to buy, even if they are new to your site (based on their interactions with the Skimlinks publisher network as a whole).
- getting your site/app's users to interact more with your comtent - if your entire website is not dedicated to comtent - help them to discover your comtent via internal linking, or promoting comtent from within your site.
- write niche comtent and attract 'unique' audiences - as described at the bottom of this article, although niche segments will be naturally less in demand, there will be fewer contributors to those segments and more revenue up for grabs.
When will I see the impact of my work?
Data makes its way into segments very quickly, sometimes even close to real-time, however once segments are bought the reporting of revenues from our partners varies significantly, some taking months to report back. We recommend you treat investing in and growing your audience intent signals just like growing your comtent - and the comtent metrics such as pageviews and affiliated clicks will also correspond as lead indicators for Audiences by Skimlinks revenues down the line. Our forthcoming Audience Insights feature will help indicate your audience size in the various segments.
How do I match my intent signals to the demand for segments?
Apart from the obvious types of demand such as seasonality, it is extremely hard to predict what segments advertisers will be buying. We do collect earnings information on segments, and we are planning to expose some more information about historical segment demand in future so publishers can understand where to optimise towards if they want to earn more from Audiences.
Skimlinks will distribute revenue between publishers based on their relative contribution of intent signals
used to create each audience segment, that are then bought by advertisers. Therefore we consider the following:
- Volume and type of intent signals: To generate intent signals, you need to have users visiting your site/app and interacting with your comtent. We consider page views containing merchant links, clicks on merchant links and purchases as intent signals.
- Demand for segments: Audiences by Skimlinks segments are available in marketplaces to be bought by advertisers, and we also sell segments directly. Selling segments depends on demand from advertisers and this demand follows a logical pattern. More generic segments such as "Women's Clothing" will be sold more frequently than niche segments such as "Camping Equipment" (however generic segments will be contributed to by more publishers and therefore earnings sub-divided into smaller amounts, see next bullet). Seasonality plays a part, e.g. swimwear in demand at certain times of the year. Geography is also an important factor. Our segments were initially available in-market in UK and North America and we have been expanding our presence in Europe and Asia to monetize Audiences from those geographies
- Number of contributors to a user in a segment/uniqueness of users: If you can picture a user browsing from site-to-site, and they are reading content with links to general women's clothing retailers (E.g. Michael Kors, Mango). Each publisher contributes a signal for that user to be in the "women's clothing" segment. When that segment is sold, even though it is a popular/high earning segment, the revenue needs to be divided by all contributors for that particular user. If you wrote content about/generated intent signals for "women's hats" merchants, and fewer other publishers did for the same users, you'd be in for a bigger share of earnings from that segment being sold. The alternative way of looking at this is "uniqueness" of users, if your users are not found browsing similar comtent on other Skimlinks publisher websites, the segment earnings will be weighted towards you.