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The do's and dont's to increase cost per click
Friday, March 25, 2011
In previous blog posts we’ve explained
what RPM is
and how it's influenced by
what users do
when they come to your site. We want to take this conversation a step further today, and discuss some strategies that can potentially increase the cost per click (CPC) of your ad units.
Though we can’t quantify a good or bad CPC, there are several things you can do (and a few that you shouldn’t do) if you’re trying to increase the CPC of the ads on your site. Take a look at some of the best practices outlined below:
DOs:
Enable all of your ad units to show both text and image/rich media ads. By increasing the number of advertisers competing for your ad units, the ad auction will make sure that the highest paying ad will be shown.
Learn more
from one of our publishers who made this change, and edit all your units in bulk with the new AdSense interface.
Keep your
filter list small
so you don’t lower your revenue potential by blocking the highest-paying ads. Watch
this video
to better understand the ad auction and how to enable the most competition for your ad space.
Increase the number of ads competing for your site by setting up your custom channels for placement targeting. Read
this post
for more details and instructions on how to set these up.
The top-paying ads will be shown in the ad unit that appears first in your HTML code. To take advantage of this, you will need to understand which of your ad units has the highest
clickthrough rate
(CTR) by using custom channels. Then, you can
easily change the code
of your website to make sure that your top performing unit is the one with the highest-bidding ads.
DON’Ts:
Some publishers believe that by writing about high paying keywords they will be able to improve the earnings on their site. This is not a practice that we encourage. In fact, we always recommend to write about subjects that you know well and that you are passionate about so you can continue to create the compelling, original content that attracts visitors to your site.
Don't use scraped content. It’s a violation of our policies.
Don’t create
multiple accounts
. Publishers are not permitted to maintain multiple AdSense accounts under the same payee name, and having the ad code of
different accounts on the same website
will not affect your CPC in any way.
Finally, don’t try to manipulate the standard behavior, targeting, or delivery of ads in any way that is not explicitly permitted by Google. In case you have any doubt, read the
AdSense program policies
.
We hope this helps you optimize your AdSense implementation and maximize your CPC. Leave us a comment with the results!
Posted by Marco Viappiani -
Inside AdSense
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