3_Myths_about_Google_AdSense_English

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3_Myths_about_Google_AdSense_English Powered By Docstoc
					                                                                                                                                                         	
  
Three	
  myths	
  about	
  Google	
  AdSense	
  
	
  
Every	
  publisher	
  is	
  interested	
  in	
  increasing	
  its	
  revenues,	
  implementing	
  AdSense	
  ads	
  is	
  one	
  easy	
  
way	
  to	
  do	
  this.	
  Of	
  course	
  this	
  can	
  be	
  done	
  with	
  the	
  normal	
  standard	
  AdSense	
  implementation	
  and	
  
this	
  will	
  generate	
  okay	
  revenues.	
  It	
  is	
  easy	
  to	
  choose	
  the	
  default	
  way	
  of	
  implementation,	
  but	
  the	
  
best	
  results	
  are	
  achieved	
  when	
  you	
  dare	
  to	
  explore	
  the	
  not	
  so	
  obvious	
  way	
  of	
  AdSense	
  
implementation.	
  By	
  knowing	
  what	
  and	
  especially	
  how	
  to	
  test,	
  this	
  can	
  boost	
  your	
  AdSense	
  
revenues!	
  
	
  
Myth	
  1:	
  AdSense	
  for	
  search	
  is	
  always	
  best	
  for	
  your	
  search	
  pages	
  
The	
  default	
  way	
  to	
  implement	
  AdSense	
  on	
  the	
  
search	
  pages	
  would	
  be	
  by	
  adding	
  the	
  new	
  AdSense	
  
search	
  ads,	
  Custom	
  Search	
  Ads	
  (CSA),	
  above	
  or	
  
below	
  your	
  search	
  results.	
  	
  
Harvest	
  experience	
  shows	
  that	
  AdSense	
  for	
  Content	
  
(AFC)	
  can	
  perform	
  up	
  to	
  300%	
  better	
  on	
  search	
  
pages	
  than	
  customized	
  search	
  ads.	
  This	
  is	
  possible	
  
because	
  advertisers	
  in	
  some	
  countries	
  (e.g.	
  Nordics)	
  
are	
  more	
  active	
  on	
  the	
  content	
  network	
  than	
  on	
  the	
  
search	
  network.	
  	
  
	
  
Therefore	
  Costs	
  per	
  Click	
  (CPC)	
  are	
  a	
  lot	
  higher	
  on	
  AFC	
  ads	
  than	
  on	
  search	
  ads.	
  By	
  setting	
  the	
  
right	
  targeting,	
  your	
  Click	
  Through	
  Rate	
  (CTR)	
  will	
  be	
  on	
  par	
  as	
  well.	
  When	
  you	
  have	
  the	
  
possibility	
  to	
  use	
  the	
  JavaScript	
  version,	
  you	
  can	
  even	
  increase	
  the	
  CTR	
  so	
  that	
  the	
  Revenues	
  per	
  
Mille	
  (RPM)	
  are	
  a	
  lot	
  higher	
  for	
  AFC	
  on	
  search	
  pages	
  than	
  CSA	
  on	
  the	
  same	
  page.	
  And	
  that,	
  
Captain	
  Obvious,	
  is	
  in	
  fact	
  good	
  for	
  your	
  wallet.	
  
	
  
Myth	
  2:	
  My	
  website	
  is	
  too	
  big	
  for	
  smaller	
  advertising	
  networks	
  
For	
  the	
  middle-­‐sized	
  and	
  large	
  publishers	
  out	
  there	
  that	
  cannot	
  afford	
  or	
  simply	
  do	
  not	
  use	
  an	
  ad	
  
optimiser,	
  it	
  is	
  still	
  valuable	
  to	
  test	
  with	
  smaller	
  ad	
  networks	
  next	
  to	
  Google	
  AdSense.	
  Especially	
  
when	
  pages	
  do	
  not	
  have	
  enough	
  (relevant)	
  content	
  
for	
  Google	
  to	
  target,	
  smaller	
  ad	
  networks	
  can	
  come	
  
to	
  the	
  rescue.	
  Because	
  of	
  the	
  “picture	
  +	
  text”-­‐	
  design	
  
(e.g.	
  Ligatus)	
  these	
  ads	
  attract	
  higher	
  CTRs	
  while	
  
still	
  convincing	
  as	
  text	
  ads.	
  These	
  ‘smaller’	
  
advertising	
  networks	
  often	
  have	
  a	
  more	
  fluctuating	
  
CPC.	
  This	
  means	
  that	
  they	
  offer	
  high	
  CPCs	
  early	
  in	
  
the	
  day,	
  but	
  at	
  the	
  end	
  of	
  the	
  day,	
  the	
  CPC	
  will	
  finish	
  
at	
  a	
  level	
  mostly	
  below	
  Google	
  AdSense	
  CPCs.	
  	
  
	
  
An	
  easy	
  solution	
  that	
  can	
  generate	
  a	
  lot	
  of	
  extra	
  
revenues	
  is	
  to	
  set	
  different	
  time	
  slots	
  for	
  the	
  networks.	
  This	
  means	
  that	
  during	
  the	
  day	
  the	
  
smaller	
  ad	
  networks	
  gets	
  the	
  bulk	
  of	
  the	
  impressions	
  because	
  they	
  offer	
  high	
  CPCs.	
  At	
  the	
  end	
  of	
  
the	
  day	
  and	
  during	
  the	
  night,	
  when	
  the	
  CPCs	
  dive	
  below	
  Google	
  CPC,	
  you	
  automatically	
  switch	
  to	
  
Google	
  because	
  it	
  shows	
  more	
  steady	
  CPCs	
  due	
  to	
  the	
  very	
  large	
  volume	
  offered.	
  
	
  
Myth	
  3:	
  Stay	
  away	
  from	
  those	
  ads	
  below	
  the	
  fold	
  
The	
  general	
  accepted	
  opinion	
  is	
  that	
  any	
  ads	
  below	
  the	
  fold	
  show	
  very	
  low	
  CTR.	
  These	
  ads	
  don’t	
  
generate	
  many	
  views	
  while	
  the	
  impression	
  is	
  counted	
  every	
  time	
  the	
  page	
  loads	
  (e.g.	
  with	
  
AdSense).	
  Consequently	
  this	
  influences	
  the	
  AdSense	
  quality	
  score,	
  which	
  will	
  push	
  down	
  your	
  
CPC	
  and	
  therefore	
  your	
  RPM.	
  	
  
The	
  result	
  of	
  this	
  belief	
  is	
  that	
  websites	
  don’t	
  think	
  
of	
  placing	
  ads	
  below	
  the	
  fold	
  or,	
  when	
  they	
  do,	
  they	
  
place	
  the	
  (not	
  so	
  nice)	
  standard	
  ads.	
  	
  
	
  
But	
  what	
  if	
  the	
  page	
  is	
  designed	
  in	
  such	
  way	
  that	
  the	
  
user	
  scrolls	
  down	
  every	
  time	
  it	
  visits	
  the	
  page?	
  For	
  
example	
  a	
  forum	
  page	
  that	
  shows	
  the	
  latest	
  post	
  at	
  
the	
  bottom.	
  	
  
                                                                                                                                                        	
  
	
  
When	
  the	
  AdSense	
  placement	
  is	
  placed	
  underneath	
  the	
  latest	
  post,	
  it	
  is	
  generating	
  a	
  lot	
  of	
  
‘quality-­‐views’,	
  while	
  it	
  is	
  way	
  below	
  the	
  fold.	
  A	
  recent	
  test	
  performed	
  by	
  Harvest	
  Amsterdam	
  
shows	
  that	
  both	
  the	
  CTR	
  and	
  CPC	
  are	
  above	
  average,	
  which	
  makes	
  this	
  position	
  one	
  of	
  the	
  best	
  
performing	
  positions	
  on	
  the	
  publishers	
  website.	
  This	
  shows	
  us	
  that	
  it	
  is	
  very	
  important	
  to	
  
analyse	
  the	
  page	
  layout	
  and	
  the	
  user	
  behaviour.	
  Therefore,	
  with	
  a	
  little	
  bit	
  of	
  effort	
  and	
  testing,	
  
your	
  revenues	
  can	
  increase	
  big	
  time.	
  
	
  
Increase	
  your	
  total	
  revenues	
  by	
  being	
  smarter	
  and	
  looking	
  beyond	
  the	
  obvious	
  
While	
  the	
  obvious	
  seems	
  easy	
  and	
  sufficient,	
  it	
  pays	
  out	
  to	
  test	
  against	
  your	
  gut-­‐feel	
  with	
  unusual	
  
implementations.	
  Different	
  Harvest	
  tests	
  in	
  several	
  countries	
  all	
  show	
  significant	
  revenue	
  uplift	
  
with	
  little	
  effort.	
  Whether	
  it	
  is	
  testing	
  with	
  unusual	
  ad	
  positions	
  or	
  putting	
  different	
  ad	
  networks	
  
in	
  a	
  time	
  frame,	
  they	
  will	
  all	
  give	
  you	
  new	
  valuable	
  insights	
  and	
  uplift	
  in	
  revenues.	
  	
  
All	
  you	
  need	
  to	
  do	
  is	
  to	
  look	
  beyond	
  Captain	
  Obvious!	
  
	
  
	
  
Peter	
  Koning	
  
Harvest	
  Amsterdam	
  
peter@harvestamsterdam.com	
  
020-­‐4277796	
  

				
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