How IndiaCarNews Grew its Page RPM by 25% with AdPushup’s Layout Optimization

AdPushup ensured a seamless integration and provided IndiaCarNews with a dedicated ad-ops team (a Technical Engineer, a Customer Success Specialist, and an Operations Manager) to oversee the implementation of new ad units, evaluation, testing, and optimization. Vikas notes, “The whole process took no more than two hours.” Rijul Sharma, the Customer Success Specialist at AdPushup, says, “Once the integration was done and we set the baseline, we discovered the core issue. IndiaCarNews, with its fairly good traffic and user experience, had a decent enough CTR; but their RPM was suffering because of relatively low CPC.” The team configured AdPushup’s intelligent continuous optimization engine to optimize the CTR and RPM in real-time. The system uses multi-armed bandit algorithms and learns from on-site page-level scanning, Google AdSense data, and a self-served repository of over 3 billion ad impressions to optimize revenue in real-time.

But the user experience on the website was never compromised. “IndiaCarNews is a high volume traffic site with multiple content formats that are popular with different audience segments at varying degrees,” says Rijul. AdPushup’s ‘In-Content Auto Analysis’ module—a patent-pending technology which understands content formats and automatically creates ad placements within the content without disrupting visual flow—played a key role in balancing UX and monetization.

Within four months of integrating with AdPushup, IndiaCarNews has already witnessed a 25% increase in Page RPM and a 12% increase in Page CTR. Additionally, IndiaCarNews became one of the first sites to implement AdPushup’s APEX model—an advanced site-wide page-level testing model which adjusts traffic in real-time to active ad variants based on their performance to consistently ensure increased revenue. AdPushup’s continuous optimization and APEX implementation also solved ad latency issues: resulting in improved ad viewability (8% increase in ActiveView viewable impressions) and perceived value of ad inventory. But as mentioned earlier, the optimization was never carried out if it endangered the user experience. “We found what works for us with our audience at any given point in time,” says Vikas.

“The platform displays ads based on a user’s on-site behavior, which will always keep changing. So the ads keep changing to maximize revenue, without being displayed to visitors unnecessarily.” As AdPushup continues to optimize its revenue, the IndiaCarNews team is now able to direct its resources on increasing the reach of its website and localizing the website for multilingual Indian society. Vikas says, “In the next two years, we want to achieve 25M page views per month and launch two regional editions of the website.”