One of my sites that I’m keen to flip this year is monetized by Ezoic. And since I want to get as much money as possible from this sale, I decided to do a deep dive into Ezoic’s Big Data Analytics to see if I can use that data to boost my site’s earnings.
If you’ve never taken a look into this part of your Ezoic dashboard, then let me tell you that it can be a bit overwhelming at first.
There’s a LOT of data there, but what I’m interested in seeing is if I can make a content strategy plan based on my most profitable posts.
If I’m successful at this, then I end up boosting the overall revenue of this site. And since I intend to flip this site, that would be awesome.
So, let’s dig in…
**And as always, I’m an affiliate marketer and this post probably contains affiliate links, meaning I will be compensated if you make a purchase after clicking on my links
Getting Started With Big Data Analytics
To kick off my analysis, I need to take a look at my site’s top pages and determine which ones are the most profitable.
Luckily, Ezoic makes this easy. In Big Data Analytics, just click on “Landing Pages” under “Content.”
So, this “Content” section also has a report you can run on “Exit Pages” but I think “Landing Pages” is where I’ll find the information that I’m seeking here.
I ran my report for the month of January 2021.
And you can tweak the columns that display when you run this report, just by clicking on “Columns”.
You can see my preferred column settings in the image above.
Go with whatever output works best for you, but at a minimum you’ll want to have the ePMV column toggled on.
When you run this report, it shows you the top 10 pages by default. You can opt to view more, but 10 is enough for me.
Here’s what the ePMV and Word Count columns look like when I ran my report for January 2021.
Note that the overall ePMV for January for this site is $10.37.
That word count column honestly really isn’t all that important for my analysis, but I was just curious to see if longer articles were seeing a higher ePMV.
With this site, I want to identify the type of content that’s earning me an ePMV of $10 or higher. That’s just five of the top ten articles for January.
Here’s how that content breaks down:
- Problem solving, not time sensitive ($15.28 ePMV)
- General info, luxury slant ($15.10 ePMV)
- Informational, product vs product – luxury slant ($14.67 ePMV)
- Review/buying guide for problem solving product ($13.25 ePMV)
- Problem solving, time sensitive ($20.19 ePMV)
Based on this initial analysis, problem solving topics are more profitable content type for this site than other topics. And luxury topics are a good secondary option.
Since I’m focusing on creating a lot of content in 2021 for this site, I had a few other types of content that I wanted to try out and see how it compares.
So, I published a lot of new articles to the site in January.
Challenges In Running An Experiment Like This
Trying to create a content marketing strategy around the types of content that result in a higher ePMV with Ezoic is not without its challenges.
Ad Rates Naturally Rise
Generally speaking, ad rates increase as the year goes on.
End of quarters tend to be higher than start of quarters. And each new quarter is overall higher than the previous one.
Hopefully, with me focusing on the types of content that earns the most this will be a non-issue.
New Content Rankings Aren’t Immediate
Since this site of mine doesn’t have super authority in the niche, it does take a bit for fresh content to start ranking.
That means it could be two or more months before I have a good idea of how well my new content is doing in terms of what ePMV it is getting.
So, I could run with the problem solving content for my next batch of articles and they could result in lower than expected ePMVs.
That also means experimenting with new types of content is an unknown for longer than I’d like.
One Month Later, How It Looks
For February, none of the new articles that I posted live in January have yet made it into the top 10 articles on the site.
And with the exception of one article, the list of top ten articles is the same.
The missing article is the review/buying guide for problem solving product ($13.25 ePMV), and it was replaced by an informational, product vs product – luxury slant article ($13.90 ePMV).
So, this new report for February 2021 confirms that the luxury slant is something to stick with since the new article has a similar ePMV to the other informational, product vs product – luxury slant article.
Here’s how that content breaks down for February:
- Problem solving, not time sensitive ($16.94 ePMV vs $15.28 last month)
- General info ($13.49 ePMV, this was $9.70 last month)
- General info, luxury slant ($18.05 ePMV vs $15.10 last month)
- Review/buying guide for problem solving product ($11.44 ePMV, this was $9.37 last month)
- Informational, product vs product – luxury slant ($19.17 ePMV vs $14.47 last month)
- Problem solving, time sensitive ($16.41 ePMV vs $20.19 last month)
- General info, luxury slant ($13.09 ePMV vs $15.36 last month – but it wasn’t in top 10)
What’s most shocking about the report for February is the drop in ePMV for the problem solving time sensitive article.
The pageviews are different from month one to month two – but it’s just a small difference, so who knows why that happened.
As I mentioned, none of the newly published articles showed up in the top 10. So, I dug a little deeper in the report to see if I could find any of them rising up.
Here’s those results:
- Travel focused title = $13.81 ePMV
- Problem solving, not time sensitive = $16.24 ePMV
- General info, legal slant = $15.84 ePMV
The problem is that none of the new articles got more than 50 views, so it’s not really good data to go on.
What I’m Hoping To Accomplish
Ideally, I can use this data to only focus on creating content that earns me closer to $20 ePMV.
Based on current data, that content needs to have a luxury slant.
But I’m really curious how the travel and legal slant articles end up performing. I’ve taken a peak at how things are going for March and the current top post for this site is one of the legal slant articles.
For the time being, I’m preparing to outsource some topics with a luxury slant since that’s how the data is trending for highest ePMV.
If you’re interested in keeping up with my progress on this case study, sign up for my email list below to get notified of new posts. And if you’re not yet signed up with Ezoic for your site, you can do that here.
Hey, I’m Shawna. I make a living working from my laptop in places like London, Sydney, Dubai, Rome, Oslo, Bangkok, Las Vegas, and (currently) Amsterdam. I share how I do some of that on this website.
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