As a publisher, you may notice that your ad revenue fluctuates during the year. This is due to seasonal trends in digital advertising. In order to benefit from the most profitable season (Q4), we put together 6 tips.

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What is Seasonality?

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Seasonality refers to any predictable variations or trends that occur within the same time period each year.

There are three main types of seasonality:

  • Cultural (e.g., Easter, Christmas, New Year)
  • Commercial (e.g., Black Friday, Cyber Monday, Singles’ Day)
  • Ad hoc (e.g., World Cup, Olympic Games, presidential elections)

5 Tips to Prepare Your Website for the Largest Selling Holidays

  1. Use the best performing ad formats
    This is your chance to experiment with different types of ads other than standard ad formats that could potentially increase your ad revenue. These ads typically have higher CPM prices than standard ads.More ad placements mean more ad revenue, but don’t overcrowd
    your website with ads. Finding the right balance between a maximum number of ad placements and a good user experience is important.
  2. Make sure your site has great UX
    Google recently updated its ranking algorithm to consider “page experience” – how users perceive the experience of using a particular web page.
    This of course means your ranking will be lower if Google thinks that page provides a poor user experience.
    Therefore, it is crucial that your website is fast, mobile-friendly, and responsive. Use Google Search Console to see your search performance or alternative tools to detect errors and improve your website performance.
  3. Update your existing content
    Search engines prioritize fresh, updated content, which helps improve ranking. Be sure to regularly refresh your existing content.
    In addition, ensure your website interface is sleek and consistent. To optimize your content for SEO, follow best practices for on-page optimization, including writing SEO-friendly titles, subheadings, and meta descriptions, and structuring your content around user intent.


If you want to get a Google two-click penalty, make sure that your ads aren’t placed too close to navigational links and that your website’s appearance doesn’t lead to accidental ad clicks.

Wrapping it up

Seasonal changes are inevitable, but you can make necessary tweaks to earn more money in the next season.

You can concentrate on driving traffic and keeping readers interested with your
ads by allowing your adtech partner to optimize your ad revenue results.

If you still have any questions regarding how to prepare your website for the holiday season,
email us at [email protected] and one of our Publisher Success Managers will reach out to you.

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