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Hey, we get it. You want the best for your website, and you want to get the most out of it. That’s probably why you’re thinking about switching from Ezoic or whether it’s the right service option in the first place. Web reviews have given them a decent rating and it’s a more recognizable name. But you can’t help but shake the feeling that there could be something else out there, something better suited to you. Or maybe you’ve given it a try and feel it was no true upgrade from Google’s AdSense.
We want to help you on your journey to find the header bidding service of your dreams. We took into consideration the features Ezoic offers, why you may want to find an alternative solution, and came up with a few pointers to aid your journey.
What Does Ezoic Offer?
Ezoic collects data ranging from geolocation, seasonality, and browsing behavior to optimize ad size, color, location yield, density, and network. On top of that, it is a Certified Google Partner. Ezoic collaborates with Google AdSense to improve its analytics, and you can even keep your AdSense account open (if you use one).
Ezoic uses Ad Mediation, which brings different ad networks together to compete for ad space on the same level. The platform also offers AdTester services, which tests different combinations of ads to generate ideal user experience metrics. It then customizes each visitor’s web experience according to how users interact with these ads.
Related: Read my review of Ezoic here.
The Downsides to Ezoic
Though there is nothing inherently “bad” about Ezoic, there are some downsides to using the platform. This is especially true if you’re used to a more hands-on approach to header bidding and website operations. Let’s see why someone would want to make the switch to Ezoic or avoid it altogether.
Fully-Automated Services
Ezoic is an automated service, meaning that the technology behind its ad and layout optimization services uses AI decision-making. You’re also handing over control of your website’s domain name system (DNS). This is great if you want to focus on other things on your website but leaves little room for you to get in there and customize some of Ezoic’s decision-making. You lose a good amount of control over your website.
In general, this issue is somewhat similar to one most publishers face with AdSense. The lack of control means less decision-making in how you want your website to look and feel. There are a lot of moving parts in maintaining and presenting a website. Ads don’t stand alone but have to work and compliment the content already there. When it comes time to change and adapt your holistic strategy, this lack of control will prove frustrating!
It Does Lots of Things, Maybe Too Many
Hey, let’s face it. Ezoic advertises itself as the full package. But the full package may be too much. If you’re looking for a simple, single-track platform, Ezoic may not be the best choice for you. And because Ezoic offers other services outside of advertising, like content and layout optimization and even an iOS app creator, understanding what you need and/or want from the get-go could be confusing.
Another harsh reality is the one thing you look to them for–ads– is the weaker of their services. Let’s dive into this more.
Not All Ads Are “Responsive”
The term responsive means that website features adjust their size and layout according to different displays. For example, a mobile responsive website adjusts its layout so a smartphone user can easily navigate the website. Not every ad that Ezoic provides is responsive, specifically its banner ads and link ads. Both are image-based ads.
Does Not Support All Ad Types
Ezoic offers many ad types, but if you’re looking for these, in particular, you’re out of luck. Ads they do not offer include:
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- Pop-up ads
- Video ads
- In-image ads
- Gutter ads
This may not be a problem for web publishers with fairly simple web layouts or a smaller monthly audience. But for those looking for more modern advertisements—video ads, in particular—you may find Ezoic lacking.
Customer Service
Again, not necessarily a “bad” thing, but Ezoic does not offer live chat customer service. If an issue arises on your website, you’ll have to take a ticket and wait in line. And while many other header bidding providers have a similar method, Ezoic has a sour reputation when it comes to responses and solutions.
Requirements to Join
Ezoic isn’t a club; it doesn’t discriminate. It also doesn’t want to discourage you from testing out its services. But, they do have a few requirements. If you don’t meet these requirements, you can’t use Ezoic.
- Your website must be compliant with Google Adsense policy
- Your monthly pageviews are 10,000+
- Your website must be high-quality and content-rich
These requirements aren’t asking for anything extraordinary, but if you’re just starting, you may need to wait a while to build your website to qualify.
How to Find An Alternative
Feel like these cons are too much for you? It’s okay—there are plenty of other header bidding services from which to choose. If you’re looking for a header bidding home, and are frustrated with the switch around, research is key. Some general factors to consider are:
Client-Side vs. Server-Side Bidding
As a web publisher, you’ll want to decide whether you want client-side or server-side bidding. Client-side bidding is simultaneous bidding between different demand sources for your ad inventory. You get to decide how many demand sources can participate. Web publishers also have access to demand sources and pricing insights.
The downside to client-side bidding is that it could potentially slow down your website. You’ll also only be able to load about a dozen ads at a time. And it’s a good thing you’re looking for a service for this method, too. It’s complex and challenging for a newbie to implement into their website.
Server-side bidding sends a signal to a third-party server that gathers demand sources and sends bids and pricing back to the web publisher. This solution takes up less of your website’s space and is therefore excellent for media-rich websites. The set-up is easier, and the reports are unified—and you can bring in more demand sources.
The only thing is that it is not as transparent as client-side bidding. You do not have control over the bidding process, and there is no cookie matching. Cookie matching helps demand sources match their ID to Google information to help them make better ad choices.
Once you decide the bidding method you want to use, you’ll be able to immediately filter out header bidding services that don’t match your preferred method. If you’re unsure of what’s best for you, consider working with a partner who offers both.
To Pay or Not to Pay
Can you afford a service to implement the header bidding wrapper for you, or do you want to do it yourself? Just because you don’t have all the money in the world doesn’t mean that forgoing a service is the best choice for you.
If you aren’t tech-savvy enough or don’t have the labor force to maintain the wrapper, it may be a smarter choice to pay a third-party service to take care of your ad space. They may even save you more money in the long run. However, if you’re confident in your skills, there are open source wrappers you do not have to pay for.
Features and Automation
Determine what other features you may want from a header bidding service. Ask yourself if you want something like Ezoic that offers more than just ad optimization. This way, you don’t have to go looking for a new service for every single thing you want.
You’ll also want to decide if you want automated, machine-learning features, or more customizable ones. It’s all dependent on your tech know-how, availability, and how much control you want over your website.
Ad Types
You’ll want a service that offers the kinds of ads you want to place on your website. Okay, it seems like a no-brainer. But, real talk, it’s easy to get swept up in appealing prices and crisp marketing. You could ultimately end up paying for a service that gives you ten other awesome features but doesn’t offer video ads when what you wanted in the first place was video ads.
Responsiveness
When an ad is responsive, especially when it is mobile responsive, you avoid people navigating away from your website. Not only do you want a service with the types of ads you want, but you also want to make sure those ads are responsive. If they aren’t responsive, make sure you’re willing to make the trade.
Transparency
You’ll want a transparent service—it’s your website they’re working with. You deserve to know what’s going on behind the scenes. See if the service offers analytic reports, details about bidder pricing and demand sources, and where things may be bottlenecking in the system.
The Bottom Line
Before you make any decision about a header bidding service, you need to assess your needs. They say to never go grocery shopping when you’re hungry. You’ll end up leaving with a lot of food you may not end up eating. The same applies to this case. Don’t go into header bidding service “hungry.” You may end up stuck with something you don’t need and is ultimately useless to you.
The right ad provider should be focused on delivering just that–ads. High-performing, fully optimized, and money-making ads that are delivered consistently to you. Of course, everyone loves their bonus goodies. So it never hurts to partner with someone who can deliver on ads and other revenue-generating solutions. If you’re still unsure, check out this earnings calculator to gauge your site’s potential.
