BACKGROUND
In November 2021, Trade House Media began monetising ruck.co.uk and inherited a legacy Google Ad Manager setup, created by a third-party. Over time, page speed had become impacted by extraneous code, updates to the setup required valuable development resource and viewabilty was significantly below industry standards. Ruck approached Trade House Media and asked how to improve RPM.
A meeting was arranged in which Trade a House Media proposed overhauling the existing setup, upgrading to our TradeCore platform, supported by a full site audit. The purpose of the proposed upgrade and the audit was to improve RPM, revenue, CPM, optimisation efficiency and page speed.
THE APPROACH
Of utmost importance was to ensure that the free, fully supported upgrade to TradeCore took place with minimal input from the team at Ruck, whose development team were already stretched to capacity. Work was undertaken to ensure everything took place in the background and the existing ad setup was unaffected while the upgrade was rolled out.
In terms of client effort, the only requirement was to install a new snippet of code in the header of the website.
Additionally, the upgrade to TradeCore meant that addressing the key areas of concern identified during the audit was fully undertaken by Trade House Media from within the TradeCore UI.
THE RESULT
The initial results of the upgrade have been notable. The TradeCore platform has enforced greater competition and performance within the auction and the Ruck ad set up is now more efficient and desirable to advertisers.
The tangible impact of these upgrades has been a near 300% increase in the key metric of revenue per thousand Google Analytics pageviews (from an average of £0.57 to £2.23).
Steve Smith, editor of Ruck said of the partnership, “Trade House Media have been invaluable to our business. The team have proposed multiple solutions that have supported us in enviable growth and have been willing to go above and beyond wherever necessary.”