Curated by: Luigi Canali De Rossi

Thursday, November 27, 2008

AdSense Optimization: Essential Tactics For Optimizing Your Google AdSense Ads On Your Site

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AdSense optimization is a series of tactics to help you to improve Google AdSense performance on your blog site. One of the key issues you face when you decide to use AdSense is WHERE to place ads. Above the fold? At the Bottom? Left or Right column? The monetization power of your site depends on the choice you make.

Photo credit: Inside AdSense

To help you better understand WHERE to position your AdSense ads, The Inside AdSense team has released a series of three short videos, entitled "Optimisation Essentials", that can give you some good basic guidance on how to do ads placement, and how to increase your revenues with a rational design of your site.

In summary, here is what they recommend:

a) Use big ads.

b) Integrate your ads with the layout of your site.

c) Place your ads where users are more likely to see them.

Intro by Daniele Bazzano


Optimisation Essentials (Part I - II - III)

Bigger Is Better - for AdSense Ad Units

Publishers often ask us what the best ad sizes are to include in their site's design, and we always point them to these three:

  • 300x250 medium rectangle
  • 728x90 leaderboard
  • 160x600 skyscraper

These ad units have proven in the past to deliver better results for both publishers and advertisers.

Advertisers favour these formats, and if you've receiving all ad types, you'll find that advertisers will specifically target your sites more often. If you position your ad units well, users will be more likely to see these ad formats and find an ad that they're interested in.

When you're considering how to design your site, our testing has shown that displaying at least one of these ad formats on your page can increase your AdSense earnings potential.

So remember, sometimes bigger is better!


Dress for Success - Impressing Your Audience

Over the years, we've seen some colorful ad unit designs.

Some publishers design ad units that contrast with their site so that they stand out. Although this can work in some cases, we've found that ad units that match your site's design tend to perform better in terms of revenue and click-through-rate.

Users are more likely to read ads when they're well integrated into your site.

When you design your AdSense ads, keep these tips in mind:

So give your ad design and colours some thought, and you'll notice the difference!


Position for Performance - Be Noticed

We've also made a heatmap to show you where the best placements are on a typical page. Great positions include:

  • Above the fold of a page (the section of the page a user can see without scrolling)
  • At the end of an article
  • Aligned with content

But don't just take our word for it - every website is different. Make sure you use your judgment of how visitors interact with your pages to determine good ad placements.

Position your ads so that they're visible, but be careful of intruding on the experience of your site's visitors.

Most of all, think like a user and you'll be able to balance your website's content with a successful ad strategy.


Where Should I Place Google Ads On My Pages?


The best location for Google ads varies from page to page, depending on content.

Here are a few questions to ask yourself when considering where to position your ads:

  • What is the user trying to accomplish by visiting my site?
  • What do they do when viewing a particular page?
  • Where is their attention likely to be focused?
  • How can I integrate ads into this area without getting in the users' way?
  • How can I keep the page looking clean, uncluttered and inviting?

Certain locations tend to be more successful than others.

This "heat map" illustrates the ideal placing on a sample page layout. The colors fade from dark orange (strongest performance) to light yellow (weakest performance). All other things being equal, ads located above the fold tend to perform better than those below the fold. Ads placed near rich content and navigational aids usually do well because users are focused on those areas of a page.

While this heat map is useful as a positioning guideline, we strongly recommend putting your users first when deciding on ad location. Think about their behavior on different pages, and what will be most useful and visible to them.

You'll find that the most optimal ad position isn't always what you expect on certain pages.

For example, on pages where users are typically focused on reading an article, ads placed directly below the end of the editorial content tend to perform very well. It's almost as if users finish reading and ask themselves, "What can I do next?" Precisely targeted ads can answer that question for them.


Additional References

Do you want to learn more about AdSense and other key strategies in professional web publishing? Check out POP, a new video blog site where Robin Good shares his expertise with "in-depth" video tutorials to help professional online publishers to monetize their sites.

Originally written by Mel Ann Chan for Inside AdSense and first published between November 3-18 as "Optimisation Essentials (Part I) - Optimisation Essentials (Part II) - Optimisation Essentials (Part III)"

Mel Ann Chan -
Reference: Inside AdSense [ Read more ]
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posted by Daniele Bazzano on Thursday, November 27 2008, updated on Tuesday, May 5 2015

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