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					                                            GOOGLE ADSENSE CASE STUDY

                                   earns 66% of revenue from
                                            AdSense programs.

                                            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 ( 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
                                  , a content-rich site.
                                            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,, Amazon,
Ask Jeeves, and Lycos.

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                                                “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
                                            and appropriate.”
                               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, 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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