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Speeding up: Attracting more advertiser spend
Thursday, July 16, 2009
In the final week of our educational series about speeding up your business in a slowdown, you'll hear tips from Christian Ashlock, an AdSense Optimization team manager, about attracting additional advertiser spend. If you have any final suggestions for growing your business, we hope you'll leave them as comments. If you missed a week or want to re-read tips from our team, you can revisit the series at any time at
www.google.com/ads/speedingup
.
I'm Christian Ashlock, and I manage an AdSense optimization team at Google that works to help publishers get the most out of their AdSense accounts. Once you create a site with great content and great ad inventory, the best way to earn additional revenue is to make sure advertisers can find you. Today, I'll share two tips to help attract advertisers to spend money on your site, and a third tip to help you access a new pool of advertisers you may not currently be reaching.
Tip #1: Define ad placements in AdSense so that AdWords advertisers can find them and bid directly for them.
Ad placements
are simply
custom channels
that you can expose to advertisers to encourage more placement targeting spend on your site. Ad placements are most effective for sites with lots of different topics or with different sections like articles, a blog, and a forum. You can set up ad placements based on specific categories of interest on your site, like fine arts or sports. You can also set up ad placements to cater to advertisers who are more interested in specific ad unit locations, like above the fold placements, or popular ad unit sizes including the 300x250 medium rectangle or 728x90 leaderboard.
Tip #2: Help advertisers find your inventory outside of AdWords.
Google Ad Planner is a media planning tool that advertisers use to find sites for their media buys. With the recently launched
Publisher Center
in Ad Planner, you can claim your site and provide information that helps advertisers better understand your content, audience and advertising options. You can also share your Analytics data with Ad Planner to ensure that advertisers see the most accurate traffic numbers for your site. All of this will help advertisers who use Ad Planner as a media planning tool understand the value of your site, and may even help new advertisers learn that your site exists!
Tip #3: Tap into a new set of advertisers: search advertisers.
Google has relationships with many advertisers -- some advertise on Google.com, some advertise on our partner sites through the AdSense program, and many do both. You can tap into advertisers who choose to advertise on our search partner sites by using
AdSense for search
. AdSense for search lets your site's visitors find what they're looking for on your site and across the web. Just like on Google.com, we'll display ads targeted to what your visitor is looking for along with the search results.
Additional Resources:
Learn more
about placement-targeted advertising, and read about
best practices
for setting up ad placements.
To get the most out of AdSense for search, try our five
optimization tips
.
Thanks for following our educational series for the last five weeks. We hope you've gained a better understanding of the tools and resources you can use to improve your site and your AdSense earnings.
Posted by Talia Brodecki - AdSense Product Marketing
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