GOOGLE ADSENSE CASE STUDY
ScienceDaily.com earns 66% of revenue from
Major scientiﬁc breakthroughs from universities and research institutions used
“Google provided great to be well-kept secrets, known only to top scientiﬁc journals. That is, until 1995,
when Dan Hogan launched ScienceDaily magazine (www.sciencedaily.com). Soon
suggestions for ad format after Hogan began publishing daily news headlines and stories on topics such
and placement, helping as science and technology, health, and the environment, he was inundated with
us optimize our results.” requests from PR staffs at research organizations. They wanted to share their
Dan Hogan scientists’ discoveries with the general public by posting press releases and news
Owner articles. Right from the start, Hogan’s daily science news site was a hit.
To leverage his success in publishing, Hogan began searching for ways to garner
advertising revenue. He tried a variety of online advertising networks but came
away disappointed. “We tried other ad networks, but the ads weren’t very targeted,
so earnings were low,” says Hogan.
This unsatisfying outcome led Hogan to explore contextual advertising in depth.
He heard about Google AdSense™ on forums and Internet news sites and was
interested because its sophisticated contextual matching seemed ideal for
ScienceDaily.com, a content-rich site.
ABOUT GOOGLE ADSENSE
Hogan tried Google AdSense for content, ﬁltering ads for suitability based on
Google AdSense is a program enabling reader feedback. A large segment of readers are young high school students
online businesses to earn revenue from preparing reports for science class, but other visitors vary. AdSense gives Hogan a
serving ads precisely targeted to speciﬁc high level of content control to ensure that ads are scientiﬁc and tasteful to appeal
web content and search pages. With
service levels ranging from online sign-
to a mix of readers.
up to dedicated support management, a
broad range of sites proﬁt from AdSense. Results
Thousands of Google advertisers also It was easy to get started, Hogan says, even with setting up sophisticated ad
beneﬁt from AdSense by gaining exposure
on sites across the Google Network, which ﬁltering, but the real value of AdSense was apparent once the ads began running.
include many of the Top 100 Media Metrix Using AdSense for content, Hogan matched his own site’s color scheme and
sites such as AOL, About.com, Amazon,
Ask Jeeves, and Lycos.
For more information, visit
“AdSense for search performs extremely well. It gives us an
exceptional click-through rate of 10 percent and generates 10 to 20
times the clicks of a job search service we’ve tried.”
content, maintaining a presence as a serious science daily. “The ads really match
our articles,” he says. “For visitors, the AdSense ads are a useful extension of
our content. That’s what’s great about Google AdSense – the ads are appealing
GOOGLE ADSENSE CASE STUDY
To add to this positive outcome, Hogan is making money. “All revenue for
“The ads really match our ScienceDaily comes from online advertising, with AdSense generating 66 percent
of total revenue.” In addition, the effectiveness of Hogan’s cost-per-click ads on
articles. For visitors, the AdSense is four to ﬁve times that of the other ad networks.
AdSense ads are a useful
extension of our content. Once money started rolling in, Hogan began looking for ways to optimize the
That’s what’s great about performance of Google ads on his site. Based on Google’s recommendations
and his own testing, he moved ads from the bottom of pages to directly below
Google AdSense – the
articles. Average eCPM immediately jumped by 10 percent. “Google provided
ads are appealing and great suggestions for ad format and placement, helping us optimize our results,”
appropriate.” says Hogan.
Dan Hogan In terms of AdSense features, Hogan appreciates the ability to block competitors’
ads, change ad formats and colors to more closely match ScienceDaily.com, and
access reporting features that enable him to stay in touch with where he’s earning
more and adjust his strategies accordingly.
Impressed with the initial results of AdSense for content, Hogan recently
augmented his efforts by adding AdSense for search, another variety of AdSense
that enables publishers to expand their revenue options. With AdSense for search,
Hogan can provide readers with the power of Google search, and at the same time
generate additional revenue to support his site.
“AdSense for search performs extremely well. It gives us an exceptional click-
through rate of 10 percent and generates 10 to 20 times the clicks of a job search
service we’ve tried,” he says. “Plus, by using Google site search, I can now drive
trafﬁc to content on ScienceDaily that visitors might not ﬁnd otherwise.”
In all, Hogan has found that Google helps him help others who are interested in
the latest science and technology breakthroughs. “We offer an invaluable service
to students, technologists, or even people with diseases who want to know about
medical breakthroughs,” says Hogan. “AdSense in all of its forms has been a
great way to compensate us for our efforts. We’ve been extremely pleased with
how AdSense is working for us.”
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