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Members Area Publisher Case study: Increase revenues with Menu Tabs

November 30, 2022 — Case Study: Publisher, Dating, Direct Links, Games, Members Area, Menu tabs, Publisher tips
If you are a Publisher of a Members Area site and you haven’t enabled Menu Tabs, you are missing out! Menu Tabs are one of the best ways to convert advertisers’ offers for Members Area Traffic, especially when it comes to dating: Because daters are actively engaged with the content, they are more likely to click and generate conversions. This results in more competitive ad zones, which in turns translates into a healthy revenue flow for you.  H2- What are Menu Tabs?  Menu Tabs are placed in the menu section of a Members Area Publisher's website and are monetized with direct links. After clicking on the Menu Tab, the user will be taken to the advertiser's Landing Page. The Menu Tabs' pricing model is CPC and the traffic can be bought by advertisers as well as bidding on flat deals. Find an example of Menu Tabs below:  Redo a bit Remember! A lot of end users will be checking your members area site from their phones, so, like the rest of your site, make sure to make your Menu Tabs bar responsive for this format. To make your Meny Tabs user friendly on mobile, use icons additionally to text for tabs, or even just icons without the text, as they will take less space on mobile screen, making them more attractive and easy to navigate for the end user. You could also use sticky side buttons   Redo without all the porny stuff All Tabs on the Exoclick’s network are labeled with a contextual vertical, allowing only one product category to match the Tab’s labeled text to an advertiser’s offer. For example, the Tab ‘Dating’ only allows dating advertising offers. This way you as a Publisher can control the type of offers that are sent to the Tab, so for example if you have a Menu Tab for Games, only advertisers with Games offers will be given access to bid for the Tab. This ensures that your end users have a great experience on your site as they will be taken to an advertisers landing page that is relevant to the Tab they clicked on.  Advertisers target your Menus Tabs in their admin panel. The process is demonstrated below where Menu Tabs are displayed in our Marketplace. The available Tab verticals are displayed in a drop down menu, for easy targeting. Making Menu Tabs hugely popular with advertisers. There are various options including Dating, eCommerce, Games, Nutra, VoD, etc.  H2- Benefits of offering Menu Tabs on your Members Area site Menu Tabs is a powerful and very effective advertising format, because each user that clicks on the Tab, is sent directly to the advertiser’s offers landing page. These users will purposefully search for relevant content, including advertising spaces such as Dating Menu Tabs. That means that when they click the Direct Links, they are most likely ready to make a purchase, generating high quality clicks that will most likely end up in a conversion. For you, as a Website Publisher, offering Menu Tabs to your Advertisers means: #1 Attract more Advertisers: Menu Tabs are highly exclusive ad zones, unique to the one advertiser who pays for the ad spot, making them high visibility and high demand for advertisers. It doesn’t take up large real estate like a banner would, yet is an in demand ad zone from advertisers pushing specific verticals. #2 Great end user experience: Menu Tabs are a non-disruptive ad format that fully integrates with your site and offer a smooth navigation experience to the end user. Also, because Members Area have limited ad spots, the end user won’t be bombarded with thousands of ads, but rather will naturally be attracted by these ad spots. This will directly affect your site’s user retention rates.  #3 Higher eCPC and revenues: Because your Menu Tab zones are now in high demand, they will become more competitive, which will bring higher bids, leading to higher eCPC and, in turn, creating a positive impact on your site’s revenues. #4 Traffic Share and Bidding: There are two ways in which advertisers can target your Menu Tab ad zones: Bidding Campaigns or Traffic Share deals. This opens up plenty of opportunities for advertising testing and bidding, which means that you can maximize your click revenues. H2- Tips for Publishers to test different Tab verticals Tip! Enable relevant verticals: Because you can choose what verticals or categories to enable on your Menu Tab ad zones, you are in charge of opening up or limiting the options that you will give to your advertisers. Make sure that you enable verticals that are relevant to your site’s content so that your audience will be interested in your ad zones’ offers. Tip! Tap into popular demand: Equally, although you still want to keep it somewhat relevant to your vertical, remember not to limit your advertisers too much: The more you limit, the less revenue avenues to tap into. Some of the most popular categories are Chat, VOD, Dating and Gaming. Experiment to find a balance between tabs for how verticals you want, so as not to have too many to drive traffic away from your site. Tip! Play around with the design: As the site’s publisher, you have full control over the design of your Menu tabs ad zone. You can make your menu tab ad zones look as integrated with your site’s style, or as flashy as you want - It all depends on what experience you want to give to your end users. Tip! Choose where your direct link zones will be: You can also choose where in the menu the direct link ads will be placed. In that regard, it might be a good idea to alternate your direct link with the tabs to your site’s native content within the menu, to promote a better user experience. You can also enable direct links practically in every ad zone on the site, outside of the menu itself. Tip! Enable testing: On the Header text of each tab Direct Link, you can enable for the language to change depending on the user. Icons can also be used as headers instead of text. Tip! Optimize per device: Make sure to set up your mobile and desktop Menu Tab ad zones independently, so that they are optimized to show their best on their specific device. That way you avoid stretched out or dodgy looking tabs that will not be appealing to the end user. Next up we look at 2 Publishers who have Menu Tabs activated for the Chat, Gaming and Dating vertical. We looked at how much the Menu Tabs contributed to additional income over a 30 day period. We compared revenues for all ad formats except Menu Tabs and revenues for Menus Tabs. We compiled data for English Speaking GEOs specifically, since campaigns on these GEOs achieved a fairly big percentage of overall revenues, and also Worldwide. H2- Case Study #1 (FuckBook -FOR OUR OWN REFERENCE ONLY) These are the results that Publisher 1 achieved by including Menu Tabs in their ad campaigns, Worldwide and on English speaking GEOs: WorldWide: * With the introduction of Menu Tabs globally, revenues increased by +22.10%. * 87.8% revenue of these global Menu Tabs ads came from Mobile, 8.8% from Desktop and 3.3% from Tablet. * Once the tabs were implemented globally, 69.26% revenue came from the Dating tab, 2.22% from the Games tab, and 28.52% from the Chat tab. English Speaking GEOs: * With the introduction of Menu Tabs for English speaking GEOs, revenues increased by +20.24%. * For English speaking GEOs, 87.22% of this Menu Tabs revenue came from Mobile, 9.26% from Desktop and 3.52% from Tablet. * In English speaking countries, 4.17% revenue came from the Dating tab, 5.18% from the Games tab, and 90.65% from the Chat tab. Devices revenue breakdown Worldwide: Devices revenue breakdown EG GEOs: H2- Case Study #2 (TrafficMansion -FOR OUR OWN REFERENCE ONLY) Here are the results for Publisher 2,Worldwide and on English speaking GEOs: WorldWide: * With the introduction of Menu Tabs globally, overall revenues increased by +26.48%. * 82.77% of this Menu Tabs worldwide revenue came from Mobile, 24.84% from Desktop and 2.40% from Tablet. * Once the tabs were implemented globally, 62.56% revenue came from the Dating tab, 0.85% from the Games tab, and 36.59% from the Chat tab English Speaking GEOs: * With the introduction of Menu Tabs for English speaking GEOs, the revenue increased by +23.26%. * 77.14% of this Menu Tabs EN speaking revenue came from Mobile, 20.18% from Desktop and 2.68% from Tablet * In English speaking countries, 3.23% revenue came from the Dating tab, 4.82% from the Games tab, and 91.95% from the Chat tab. Devices revenue breakdown Worldwide: Devices revenue breakdown EG GEOs: Are you looking to increase your website revenue by 20% or more? Reach your account manager or our client care specialist and ask for advice here.

If you are a Publisher of a Members Area site and you haven’t enabled Menu Tabs, you are missing out! Menu Tabs are one of the best ways to convert advertisers’ offers for Members Area Traffic, especially when it comes to dating: Because daters are actively engaged with the content, they are more likely to click and generate conversions. This results in more competitive ad zones, which in turns translates into a healthy revenue flow for you.

What are Menu Tabs? 

Menu Tabs are placed in the menu section of a Members Area Publisher’s website and are monetized with direct links. After clicking on the Menu Tab, the user will be taken to the advertiser’s Landing Page. The Menu Tabs’ pricing model is CPC and the traffic can be bought by advertisers as well as bidding on flat deals.

Find an example of Menu Tabs below:

Members area traffic

Remember! A lot of end users will be checking your members area site from their phones, so, like the rest of your site, make sure to make your Menu Tabs bar responsive for this format. To make your Meny Tabs user friendly on mobile, use icons additionally to text for tabs, or even just icons without the text, as they will take less space on mobile screen, making them more attractive and easy to navigate for the end user. You could also use sticky side buttons

menu tabs

All Tabs on the Exoclick’s network are labeled with a contextual vertical, allowing only one product category to match the Tab’s labeled text to an advertiser’s offer. For example, the Tab ‘Dating’ only allows dating advertising offers. This way you as a Publisher can control the type of offers that are sent to the Tab, so for example if you have a Menu Tab for Games, only advertisers with Games offers will be given access to bid for the Tab. This ensures that your end users have a great experience on your site as they will be taken to an advertisers landing page that is relevant to the Tab they clicked on.

Advertisers target your Menus Tabs in their admin panel. The process is demonstrated below where Menu Tabs are displayed in our Marketplace. The available Tab verticals are displayed in a drop down menu, for easy targeting. Making Menu Tabs hugely popular with advertisers. There are various options including Dating, eCommerce, Games, Nutra, VoD, etc.

menu tabs setup bar

Benefits of offering Menu Tabs on your Members Area site

Menu Tabs is a powerful and very effective advertising format, because each user that clicks on the Tab, is sent directly to the advertiser’s offers landing page. These users will purposefully search for relevant content, including advertising spaces such as Dating Menu Tabs. That means that when they click the Direct Links, they are most likely ready to make a purchase, generating high quality clicks that will most likely end up in a conversion. For you, as a Website Publisher, offering Menu Tabs to your Advertisers means:

#1 Attract more Advertisers: Menu Tabs are highly exclusive ad zones, unique to the one advertiser who pays for the ad spot, making them high visibility and high demand for advertisers. It doesn’t take up large real estate like a banner would, yet is an in demand ad zone from advertisers pushing specific verticals.

#2 Great end user experience: Menu Tabs are a non-disruptive ad format that fully integrates with your site and offer a smooth navigation experience to the end user. Also, because Members Area have limited ad spots, the end user won’t be bombarded with thousands of ads, but rather will naturally be attracted by these ad spots. This will directly affect your site’s user retention rates.

#3 Higher eCPC and revenues: Because your Menu Tab zones are now in high demand, they will become more competitive, which will bring higher bids, leading to higher eCPC and, in turn, creating a positive impact on your site’s revenues.

#4 Traffic Share and Bidding: There are two ways in which advertisers can target your Menu Tab ad zones: Bidding Campaigns or Traffic Share deals. This opens up plenty of opportunities for advertising testing and bidding, which means that you can maximize your click revenues.

Tips for Publishers to test different Tab verticals

Tip! Enable relevant verticals: Because you can choose what verticals or categories to enable on your Menu Tab ad zones, you are in charge of opening up or limiting the options that you will give to your advertisers. Make sure that you enable verticals that are relevant to your site’s content so that your audience will be interested in your ad zones’ offers.

Tip! Tap into popular demand: Equally, although you still want to keep it somewhat relevant to your vertical, remember not to limit your advertisers too much: The more you limit, the less revenue avenues to tap into. Some of the most popular categories are Chat, VOD, Dating and Gaming. Experiment to find a balance between tabs for how verticals you want, so as not to have too many to drive traffic away from your site.

Tip! Play around with the design: As the site’s publisher, you have full control over the design of your Menu tabs ad zone. You can make your menu tab ad zones look as integrated with your site’s style, or as flashy as you want – It all depends on what experience you want to give to your end users.

Tip! Choose where your direct link zones will be: You can also choose where in the menu the direct link ads will be placed. In that regard, it might be a good idea to alternate your direct link with the tabs to your site’s native content within the menu, to promote a better user experience. You can also enable direct links practically in every ad zone on the site, outside of the menu itself.

Tip! Enable testing: On the Header text of each tab Direct Link, you can enable for the language to change depending on the user. Icons can also be used as headers instead of text.

Tip! Optimize per device: Make sure to set up your mobile and desktop Menu Tab ad zones independently, so that they are optimized to show their best on their specific device. That way you avoid stretched out or dodgy looking tabs that will not be appealing to the end user.

Next up we look at 2 Publishers who have Menu Tabs activated for the Chat, Gaming and Dating vertical. We looked at how much the Menu Tabs contributed to additional income over a 30 day period. We compared revenues for all ad formats except Menu Tabs and revenues for Menus Tabs. We compiled data for English Speaking GEOs specifically, since campaigns on these GEOs achieved a fairly big percentage of overall revenues, and also Worldwide.

Case Study #1

These are the results that Publisher 1 achieved by including Menu Tabs in their ad campaigns, Worldwide and on English speaking GEOs:

WorldWide:

  • With the introduction of Menu Tabs globally, revenues increased by +22.10%.
  • 87.8% revenue of these global Menu Tabs ads came from Mobile, 8.8% from Desktop and 3.3% from Tablet.
  • Once the tabs were implemented globally, 69.26% revenue came from the Dating tab, 2.22% from the Games tab, and 28.52% from the Chat tab.

English Speaking GEOs:

  • With the introduction of Menu Tabs for English speaking GEOs, revenues increased by +20.24%.
  • For English speaking GEOs, 87.22% of this Menu Tabs revenue came from Mobile, 9.26% from Desktop and 3.52% from Tablet.
  • In English speaking countries, 4.17% revenue came from the Dating tab, 5.18% from the Games tab, and 90.65% from the Chat tab.

Devices revenue breakdown Worldwide:

Devices revenue breakdown EG GEOs:
Breakdown revenues menu tabs by devices publisher 1 Devices for revenues menu tabs

Case Study #2 

Here are the results for Publisher 2,Worldwide and on English speaking GEOs:

WorldWide:

  • With the introduction of Menu Tabs globally, overall revenues increased by +26.48%.
  • 82.77% of this Menu Tabs worldwide revenue came from Mobile, 24.84% from Desktop and 2.40% from Tablet.
  • Once the tabs were implemented globally, 62.56% revenue came from the Dating tab, 0.85% from the Games tab, and 36.59% from the Chat tab

English Speaking GEOs:

  • With the introduction of Menu Tabs for English speaking GEOs, the revenue increased by +23.26%.
  • 77.14% of this Menu Tabs EN speaking revenue came from Mobile, 20.18% from Desktop and 2.68% from Tablet
  • In English speaking countries, 3.23% revenue came from the Dating tab, 4.82% from the Games tab, and 91.95% from the Chat tab.

Devices revenue breakdown Worldwide:

Devices revenue breakdown EG GEOs:
Breakdown revenues menu tabs by devices publisher 1 Devices for Direct Links revenue

Are you looking to increase your website revenue by 20% or more? Reach your account manager or our Customer Success specialist and ask for advice here.

Anna Quiroga

Marketing Content Creator