![]() Here, we see that this popular blog actually produces a similar page RPM across all articles more than about 250 words. Its content is built for a large audience of searchers and visitors referred from social media websites. This case includes a popular recipe blog. These articles maximize engagement and minimize bounce on this site. This provides a nice picture of why the RPM is higher on pages with between 1000-2500 words. ![]() Where you see a marriage between engagement and revenue is when you actually look at bounce rate by word count on this site. What’s interesting on this site is that total page engagement is actually similar for all articles with more than 750 words. However, in this case, we can see that the articles with 1000-2500 words receive an RPM that is 3x as high as articles with 500 words or fewer.Īs a publisher, you may look at this and say, “one article with 1000-2500 words is worth more than 3 articles with 500 words or fewer”. In this example, we see a similar trend from the site we saw before. Its content is catered towards fans and people interested in a popular sports franchise. They may want to modify existing content to replicate some of the success those articles have, or create more content like this high-earning, highly-engaging content. This means that this publisher should be taking a much closer look at how their engaged pageviews and revenue correlate by understanding why those particular articles connect so well with their audience. This is consistent with the research we shared earlier. When we take a deeper look at why this might be occurring, we learn that engaged pageviews are MUCH HIGHER on the articles with 1000-2500. ![]() Surprisingly, the pages with between 2500-500o words (the longest articles) actually generate less revenue for this publisher than their pages with 750-1000 words (some of their shorter articles). Page word counts between 1000-2500 generate the highest revenues for this publisher. You can see here that, despite what conventional wisdom might have you believe, that on this website there seems to be a sweet spot for total page revenue. Its content is catered towards internet searchers that are seeking to better understand how to use a popular brand of technology and it’s products. This first example is a technology website. If publishers were to be able to have a greater understanding of this info they could essentially better monetize existing content (through augmentation) and create new, more profitable content based on the word count data. Understanding the relationship between engagement, earnings, and article length or word count can be huge. Longer sessions and more pageviews result in higher session earnings ( or EPMV).More engaged time results in higher ad rates for your site.Increased visitor engagement and longer sessions positively affect website ad earnings in two ways. This means, that when readers are engaged in content their sessions are longer and result in a greater number of pageviews. ![]() Visitor engagement has a direct relationship with visitor behaviors as well. We’ve learned over time - and previously shared - that authentic visitor engagement plays a huge role in the rates publishers are paid for their ad space. Why does article length affect website revenue?Īrticle length and word count have a direct impact on visitor engagement however, this can be different for every website. This will give you some ideas about what kinds of word counts and article lengths drive the most revenue for different kinds of websites. I’ll show you some data and information from niche websites about how their session revenue and RPMs are affected by the word count or article length on their landing page. Essentially, choosing to write articles according to the results of SEO studies or user engagement studies (note: this isn’t necessarily wrong to do).īelow, I’ll take a different approach. Understanding the relationship between word count, article length, and digital revenue is not necessarily an easy calculation to make as many publishers do not a have a great dataset to compare apples to apples.įurthermore, many sites base their current article length and word count on things like broad industry established SEO data. However, one area that is still a bit clouded in mystery is how word count affects ad earnings for publishers. The topic of how long digital content should be has been debated and studied for a very long time. How Does Word Count Affect Website Ad Earnings?
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