{"id":10538,"date":"2024-07-29T13:26:11","date_gmt":"2024-07-29T11:26:11","guid":{"rendered":"https:\/\/refinery89.com\/?p=10538"},"modified":"2024-12-04T15:39:40","modified_gmt":"2024-12-04T14:39:40","slug":"preisfestsetzung-fur-werbeeinnahmen-steigert-verlage","status":"publish","type":"post","link":"https:\/\/refinery89.com\/de\/floor-pricing-ad-revenue-boost-publishers\/","title":{"rendered":"Umsatzsteigerung durch Mindestpreise f\u00fcr Anzeigen"},"content":{"rendered":"<p data-renderer-start-pos=\"1\">Wenn es um die Fill-Rate Ihrer Website geht \u2013 also das Verh\u00e4ltnis von Anzeigenanfragen zu angezeigten Anzeigen \u2013, denken Sie vielleicht, dass Sie eine Fill-Rate von 100 % anstreben sollten, denn das bedeutet ja, dass Sie immer Anzeigen schalten und damit Geld verdienen, oder? Das ist jedoch nicht immer der Fall, denn in Wirklichkeit verlieren Sie m\u00f6glicherweise Geld. Aber keine Sorge, schauen wir uns das Floor Pricing einmal genauer an: Was es ist, wie es sich auf Ihre Fill Rate auswirken kann und wie Sie es optimieren k\u00f6nnen, um Ihre Einnahmen zu steigern.<\/p>\n<p>&nbsp;<\/p>\n<h2 id=\"Optimizing-Floor-Pricing-for-your-website.\" data-renderer-start-pos=\"454\">Optimierung der Bodenpreise f\u00fcr Ihre Website<\/h2>\n<p>&nbsp;<\/p>\n<h3 id=\"What-is-floor-price?\" data-renderer-start-pos=\"499\">Was ist der Mindestpreis?<\/h3>\n<p>&nbsp;<\/p>\n<p data-renderer-start-pos=\"521\">Mindestpreis in <a class=\"cc-1rn59kg\" title=\"https:\/\/refinery89.com\/programmatic-advertising-basic-terms-and-metrics-for-publishers\/\" href=\"https:\/\/refinery89.com\/de\/programmatic-advertising-basic-terms-and-metrics-for-publishers\/\" target=\"_blank\" rel=\"noopener\" data-testid=\"link-with-safety\" data-renderer-mark=\"true\">programmatische Werbung<\/a> bedeutet, einen Mindestauktionspreis f\u00fcr Ihre Anzeigenpl\u00e4tze auf der SSP \u00fcber die Gebotsanfrage festzulegen. Dies bedeutet, dass w\u00e4hrend der Gebotsabgabe nur diejenigen, die bereit sind, \u00fcber Ihrem festgelegten Mindestpreis zu zahlen, ihre Anzeigen auf Ihrer Website platzieren k\u00f6nnen.<\/p>\n<p data-renderer-start-pos=\"802\">Sagen wir es mal so: Stell dir vor, du hast eine Gaming-Website und deine URL lautet \u2026 \u00e4hm \u2026 thegamesareawesome.com (ja, sehr originell, oder?) und du legst den Mindestpreis auf $1,00 CPM fest. Nur diejenigen Werbekunden, die bereit sind, $1,00 oder mehr pro tausend Impressionen zu zahlen, k\u00f6nnen diese Werbefl\u00e4che kaufen.<\/p>\n<p data-renderer-start-pos=\"1088\">Anders ausgedr\u00fcckt ist der Mindestpreis der Wert, unter dem eine Anzeige auf einem Ad-Server nicht verkauft werden kann.<\/p>\n<p>&nbsp;<\/p>\n<h3 id=\"How-can-floor-pricing-impact-your-fill-rate?\" data-renderer-start-pos=\"1184\">Wie kann eine Preisuntergrenze Ihre Abschlussrate beeinflussen?<\/h3>\n<p>&nbsp;<\/p>\n<p data-renderer-start-pos=\"1231\">Bevor wir diese Frage beantworten, m\u00fcssen wir uns mit dem Begriff vertraut machen <strong>Ertragsmanagement<\/strong>.  klingelt da was? Keine Sorge, wir erkl\u00e4ren es Ihnen.<\/p>\n<p data-renderer-start-pos=\"1365\">Yield Management, in den Worten von <a href=\"https:\/\/www.linkedin.com\/in\/robin-de-wit\/\" target=\"_blank\" rel=\"noopener\">Robin de Wit<\/a> (unser CSO hier bei Refinery) lautet:<\/p>\n<blockquote>\n<p style=\"text-align: center;\" data-renderer-start-pos=\"1444\"><em data-renderer-mark=\"true\">\u201cDie Kunst, Preisregeln zu balancieren, um die Einnahmen eines Publishers zu maximieren. Es geht darum <strong data-renderer-mark=\"true\">den perfekten Mittelweg finden <\/strong>zwischen CPM und Auslastungsrate f\u00fcr einen bestimmten Anzeigenstapel.\u201d<\/em><\/p>\n<\/blockquote>\n<p>&nbsp;<\/p>\n<p data-renderer-start-pos=\"1444\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-10539 size-large\" src=\"https:\/\/refinery89.com\/wp-content\/uploads\/2024\/07\/Blog-Post_Setting-Floor-Price_article-image-1-1024x593.png\" alt=\"Zielpreise erkl\u00e4rt\" width=\"800\" height=\"463\" srcset=\"https:\/\/refinery89.com\/wp-content\/uploads\/2024\/07\/Blog-Post_Setting-Floor-Price_article-image-1-1024x593.png 1024w, https:\/\/refinery89.com\/wp-content\/uploads\/2024\/07\/Blog-Post_Setting-Floor-Price_article-image-1-300x174.png 300w, https:\/\/refinery89.com\/wp-content\/uploads\/2024\/07\/Blog-Post_Setting-Floor-Price_article-image-1-768x445.png 768w, https:\/\/refinery89.com\/wp-content\/uploads\/2024\/07\/Blog-Post_Setting-Floor-Price_article-image-1-1536x889.png 1536w, https:\/\/refinery89.com\/wp-content\/uploads\/2024\/07\/Blog-Post_Setting-Floor-Price_article-image-1-18x10.png 18w, https:\/\/refinery89.com\/wp-content\/uploads\/2024\/07\/Blog-Post_Setting-Floor-Price_article-image-1.png 1634w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p data-renderer-start-pos=\"1606\">Jetzt zur\u00fcck zu <strong>Mindestpreise<\/strong>. Eine Anhebung des Mindestpreises f\u00fchrt in der Regel zu h\u00f6heren CPMs. Warum legen also nicht alle Publisher einen Mindestpreis von $20 f\u00fcr ihre Werbefl\u00e4chen fest, um die CPMs deutlich zu steigern? Der Hauptgrund ist: die Fill Rate.<\/p>\n<p data-renderer-start-pos=\"1822\">Die Anzeigen-F\u00fcllrate hilft uns zu verstehen, wie effektiv wir Anzeigen ausliefern. Wir berechnen sie, indem wir die Anzahl der ausgelieferten Anzeigen durch die Anzahl der Anzeigenanfragen teilen. Das resultierende Prozentschlower gibt an, wie oft wir Anzeigenpl\u00e4tze erfolgreich mit Anzeigen f\u00fcllen.<\/p>\n<p data-renderer-start-pos=\"2076\">Wenn Sie einen Mindestpreis zu hoch ansetzen, wird Ihre Auslieferungsrate wahrscheinlich stark sinken. Die Auslieferungsrate kann je nach verschiedenen Faktoren variieren: Werbeblocker, Anzeigenqualit\u00e4t, hohe Mindestpreise, technische Fehler und Latenz.<\/p>\n<p data-renderer-start-pos=\"2287\">Obwohl CPM und Fill Rate wichtige Kennzahlen zur Messung der Performance von Display-Werbung sind, ist die wichtigste Kennzahl, die Sie im Auge behalten sollten, der Gesamtumsatz.<\/p>\n<p data-renderer-start-pos=\"2440\">Umsatz ist der K\u00f6nig der K\u00f6nige, und man kann einen h\u00f6heren Umsatz erzielen, auch wenn die Auslastungsrate niedriger ist, wenn man den Mindestpreis festlegt, weil man f\u00fcr jeden Eindruck mehr Geld erh\u00e4lt.<\/p>\n<p>&nbsp;<\/p>\n<h3 id=\"How-can-you-optimize-your-floor-pricing-strategy?\" data-renderer-start-pos=\"2624\">Wie k\u00f6nnen Sie Ihre Preisstrategie optimieren?<\/h3>\n<p>&nbsp;<\/p>\n<p data-renderer-start-pos=\"2676\">Da Wettbewerber bereit sind, mehr zu zahlen, ist Ihnen jedes Mal, wenn eine Anzeige geschaltet wird, eine h\u00f6here Auszahlung garantiert, oder zumindest nicht weniger als der festgelegte Mindestpreis.<\/p>\n<p data-renderer-start-pos=\"2829\">Da Sie nun die Bedeutung der richtigen Balance zwischen CPM, Auslastungsrate und Umsatz verstanden haben, wie k\u00f6nnen Sie herausfinden, was f\u00fcr Sie funktioniert?<\/p>\n<p data-renderer-start-pos=\"2980\">Das Experimentieren mit unterschiedlichen Mindestpreisen pro geografischem Standort, Einheit, Anzeigenplatzierung und Ger\u00e4t kann zeitaufwendig sein und Erfahrung erfordern. Wir bei Refinery89 unterst\u00fctzen unsere Publisher durch unser Expertenteam und <a class=\"cc-1rn59kg\" title=\"https:\/\/refinery89.com\/single-tag-revenue-growth\/\" href=\"https:\/\/refinery89.com\/de\/single-tag-werbeumsatzwachstum\/\" data-testid=\"link-with-safety\" data-renderer-mark=\"true\">fortschrittliche Technologie<\/a> um Ihnen erfolgreich zu helfen, mit Anzeigen h\u00f6here Einnahmen zu erzielen.<\/p>\n<p>&nbsp;<\/p>\n<h3 id=\"Stress-less,-get-more.-Increase-your-revenue-with-floor-pricing-optimization-with-us!\" data-renderer-start-pos=\"3256\">Weniger Stress, mehr erreichen. Steigern Sie Ihre Einnahmen mit unserer Optimierung von Bodenpreisen!<\/h3>\n<p>&nbsp;<\/p>\n<p data-renderer-start-pos=\"3344\">Buchen Sie noch heute Ihre kostenlose Expertenberatung bei einem offiziellen Google Certified Publishing Partner und lassen Sie unser Team Ihnen helfen, Ihre Werbeeinnahmen auf die n\u00e4chste Stufe zu heben. <a class=\"cc-1rn59kg\" title=\"https:\/\/refinery89.com\/contact-us\/\" href=\"https:\/\/refinery89.com\/de\/kontaktieren-sie-uns-refinery89\/\" data-testid=\"link-with-safety\" data-renderer-mark=\"true\">Kontaktieren Sie uns jetzt!<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>When it comes to the fill rate on your website, which is the ratio of ad requests to ads displayed, you might think you want a 100% fill rate because that means you&#8217;re always showing ads, which translates to making money from them, right? But that&#8217;s not always the case, because in reality, you may [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":10540,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22,12,20],"tags":[26,37,251,34,40],"class_list":["post-10538","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-publishers","category-refinery-academy","tag-ad-monetization","tag-cpm","tag-fill-rate","tag-refinery-academy","tag-revenue"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Floor Pricing: get an Ad Revenue Boost | Refinery89<\/title>\n<meta name=\"description\" content=\"Let&#039;s take a closer look at floor pricing, what it is, how it can affect your fill rate, and how you can optimize it to get a revenue boost.\" \/>\n<meta name=\"robots\" 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