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Inside AdSense
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Meet Ivan the optimiser -- but please, no paparazzi
Friday, April 07, 2006
We caught up with Ivan Heneghan, a Dublin-based AdSense optimisation specialist, to learn how 'optimisation' differs from 'optimization'.
Why did you agree to let us profile you?
A brilliant story! After you featured
Mike Gutner
, a UK-based publisher who I've worked with
posted to his own blog
asking why I hadn't been featured, whether I even existed, and if I did, guessed that I was "a tall Russian man" with a check shirt and a moustache. Unfortunately, I'm sorry to say I'm quite nerdy-looking, and although I do have a moustache, I abhor check shirts.
Tell us an optimisation story... have you ever seen a publisher make a small change and see big results?
Oh yes, lots of them! But one of my favourites was a science website that was earning about $10 per day. They were using a 468x60 Banner at the bottom of their pages, but started experimenting with two
300 x 250 Medium Rectangles
-- one placed just at the top of their content, and another placed directly under the main content on each page. They also tried using more blended colours. Things went crazy from there and earnings shot up to $700 per day. Finally, they moved one of the 300x250 Rectangles from the top of their page to a location more embedded in their content. After that, earnings went to over $1,700 per day!
What are the top 3 tips you like to tell publishers?
1. Use
wide ad formats
. Many publishers find the 728x90 Leaderboard outperforms the 468x60 banner by about 70%. I particularly recommend using the 728x90 Leaderboard, 160x600 Wide Skyscraper, and 300x250 Medium Rectangle.
2.
Embed Google ads in your content
, and place Google ads at the end of your articles, news stories and reviews. Placing a 468x60 Banner in the typical slot at the top of page, or a 120x600 Skyscraper along the right-hand side of page, work well for
cost-per-thousand impressions (CPM) ads
. However, for
cost-per-click (CPC) contextual advertising
, AdSense tends to work best when integrated with your content.
3.
Blend your ad colours into your website
. After running a test with a bright pink 728x90 Leaderboard on a black background, I learned that complementary colours often work better. Try blending the background and borders of your ads into your site, and use a text colour that stands out but already exists on your site. Blending decreases ad blindness and users are more likely to notice ads that interest them.
What websites are you reading these days?
I'm an avid soccer fan, so
www.football365.com
is my main haunt and I've recently discovered
www.joga3.com
. I revert to my nerd side on a regular basis by using
www.gamespot.com
to keep up with the latest computer game news.
Google video
also keeps me entertained.
Any other advice?
AdSense-related:
Use link units
. They are fantastic and give your users even more options.
Non-AdSense-related: When visiting European countries, always check which side of the road they drive on before crossing the main roads.
Posted by Suzie Dewey - AdSense Publisher Support
Presenting... AdWords referrals
Tuesday, April 04, 2006
We're excited to announce that now,
in addition to AdSense and Firefox
, you can refer users to AdWords in countries and languages where AdSense for content
is available
. You'll earn $20 once the advertiser you've referred spends at least $100 with AdWords. To
get started
, choose 'Referrals' on your
AdSense Setup
tab and look for the AdWords sub-tab.
For more details on referrals, visit the
AdSense Help Center
.
UPDATED for accuracy
Posted by Mohammed Abdoolcarim - AdSense Product Marketing
It's baaaack: Single page code generation
Monday, April 03, 2006
After launching the
new code wizard
we received feedback that some of you preferred the previous one-page method for code creation. If you're one of these folks, you can now use the new single page option when generating your ad or search code. To use this option, just visit your
AdSense Setup
tab, choose either AdSense for content or AdSense for search as your product, and then click the
Single page
link toward the top.
Posted by Julie Beckmann - AdSense Publisher Support
Talkin' 'bout my (code) generation
Monday, April 03, 2006
A few weeks back, we announced our new
AdSense for content code generation wizard
. We're now happy to offer the same wizard for your AdSense for search code. The wizard guides you step-by-step through the process, making it easier to choose a search box, design your search results styles, and customize your search type. Try it out by visiting your
AdSense Setup
tab and choosing AdSense for search as the product.
Posted by Julie Beckmann - AdSense Publisher Support
Success without borders
Friday, March 31, 2006
When we visit our favorite websites, we have very little insight into the person who created them other than recognition of our shared interests. A publisher in India might own a website about his penchant for classic American cars, and the majority of his readers might reside in the UK. The beauty of the Internet is that each web page could have been created by anyone, anywhere in the world -- and the site's readers are often as demographically diverse as they are a group of like-minded people.
This is where AdSense comes in -- publishers can earn money for something they probably would have done for free, i.e., writing about subjects they love. Since ads are targeted both to the content of the page and the location of the user, there are no geographic limitations on who can succeed. This puts
publishers in the developing world
on a near-level playing field with publishers in the developed world when it comes to
earning money from their interests
.
We've heard stories
from publishers in all parts of the world about how AdSense earnings are being reinvested into creating better websites and content, or spent on life improvements including new cars, vacations, education and even engagement rings.
While there are of course still barriers to entry in some parts of the world, like
high hosting costs and access to the Internet
, one of our biggest motivators in improving the AdSense product is hearing your success stories -- so please,
keep them coming
!
Posted by Brian Axe - AdSense Product Management
CPM ads: Knowing the facts can pay off
Friday, March 31, 2006
We've received lots of questions asking for clarification about the relationships between ad type (text vs. image), bidding method (CPM vs. CPC) and targeting type (site vs. contextual). To clear up any confusion, we've separated several myths from the facts.
Myth:
All text-based ads are paid on cost-per-click (CPC) basis, and all image-based ads are paid on a
cost-per-thousand impressions (CPM)
basis.
Fact:
Both text and image ads can be paid on either a CPC or CPM basis. AdWords advertisers can choose which type of ad they'd like to create -- e.g., CPM vs. CPC or text vs. image. In order for a CPM ad or an image CPC ad to
win in the ad unit auction
and appear on your site, it has to produce an effective CPM greater than the sum of the individual text ads that would otherwise appear.
Myth:
If I set my ad unit to 'image only', I'll get exclusively CPM ads.
Fact:
As mentioned above, image ads can be either CPC or CPM ads, so you could also see CPC image ads. You might also see public service ads if there is a limited inventory of image ads relevant to your site content. As a rule of thumb, we recommend
opting into both text and image ads
. Doing so expands the pool of advertisers competing to display on your site – both on a CPC and CPM basis – therefore maximizing your site's revenue potential. It also helps to choose an ad format that
supports both text and image ads
.
Keep in mind that currently, all CPM ads are
site targeted
, meaning that your site will only display CPM ads if an AdWords advertiser has decided your content is relevant to their ad campaign. To increase advertiser bidding on your site, you may wish to
customize your Onsite Advertiser Sign-up landing page
.
Myth:
I can't participate in
Onsite Advertiser Sign-up
because I only want to display text ads on my site.
Fact:
Since site-targeted CPM ads can be either text-based or image-based, you can still take advantage of this program even if you only want to show text ads. Advertisers who want to display on your site can create text-based site-targeted ads.
Posted by Theresa Chow - AdSense Publisher Support
Hipper than a square
Thursday, March 30, 2006
We caught up with one of our favorite
AdSense ad formats
, the 300 x 250 Medium Rectangle, to learn more about how it can help you maximize your site's revenue potential.
What distinguishes you from other ad formats?
I'm one of the ad formats that currently
supports image ads
. This is a strong trait because it increases the pool of ads competing to show on your site -- and the more ads competing to display on your site, the more revenue potential for you.
What are your hobbies?
I really enjoy integrating with content --
nestle me into an article
and I'll be a happy camper. I also like being
above the fold
where I tend to perform best for you and your site users.
Do you work out to enhance your performance?
Sometimes I can get out of shape just sitting immobilized on your pages. You can help keep me sharp by
testing my performance with channels
to make sure I'm doing my best. Try moving me to
different locations on your page
to see where I'm most effective; try giving me a makeover with
different color schemes
to see if it boosts my revenue performance. Like people, ad units get bored if you're not constantly challenging us to do better.
So you don't bike like
Mike Gutner
?
No, it's one of the limitations of having corners. I think a round ad format would be better suited to that.
Posted by Suzie Dewey - AdSense Publisher Support
Inside AdSense
-- now in German
Tuesday, March 28, 2006
For all of our German speaking readers who wish you could read
Inside AdSense
in your own language, we're pleased to announce that we've launched a sister blog,
Inside AdSense: Das offizielle deutsche AdSense-Blog
. In addition to covering optimization tips, features and announcements, the new blog will post information especially for German publishers.
Subscribe today so you don't miss a post! Just send a blank message to
inside-adsense-de@googlegroups.com
. You'll then receive an email with instructions for completing your subscription.
Posted by Michaela Tomberger - AdSense Publisher Support
Maintenance tonight at 8PM PST
Friday, March 24, 2006
Tonight at 20:00 PST, we'll be performing some routine AdSense maintenance. This means you may not be able to access your account for a few hours, but your AdSense ads will still serve properly and all your stats and earnings will be recorded as usual.
We appreciate
your patience
during this period and in the meantime, we hope this will allow you to get a head start on the weekend. :)
Posted by Shirin Oskooi - AdSense Product Management
Now you can help each other
Wednesday, March 22, 2006
We're excited to announce that the
new AdSense Help Group
has launched. In this community, you can discuss all things AdSense with people who'll understand exactly where you're coming from -- i.e., other AdSense publishers.
Whether you want to share AdSense expertise, bounce your
ideas for improving referrals
off your peers, or just want sympathy about your
latest bout of G.A.S.S.
, the AdSense Help Group is the place for you.
Join today
and start sharing all your stories, advice, questions and feedback with fellow AdSense publishers.
Posted by Suzie Dewey - AdSense Publisher Support
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