Once you’re
accepted on google AdSence, you want to maximize the opportunity. In this section, we look at
some of the most effective strategies for generating optimum revenue from the
Google AdSense program.
Step 1
- Formatting Ad Blocks
You can let
Google decide for you the type of ads that will be displayed on your webpage,
but as the website publisher, you may be in a better position to decide what
ads suit the content of your website and how you would like them displayed.
However, to the
extent possible, whether the ads are chosen by Google or you, make the ads seem
like part of the site itself. Most internet marketing experts believe that the
ads on your website have a high probability of getting clicked if they blend in
with the rest of the content of your web page.
Factors such as color scheme, font size and
type, as well as the appearance of your ad should match your web page.
Borders are
optional and we think often you should avoid it – why put a box around the ad
that “Hi! I’m an ad!”?
Also, regardless of other design choices, text links should be blue. Why
are text links blue? For the same reason Henry Ford said of the Model-T
“They can have any color they want so long as it’s black.” They just are.
Though we think
text ads are generally better than graphic ads, also known as image ads, Google
does offer them with the program.
Actually, you
don’t need to struggle much with whether graphic ads or text will be better on
your pages, as Google’s technology will suggest whether an image ad or a text
ad will be more suitable and which will earn you maximum revenues (since you
earn part of they earn, they have motives to get this mix right).
However, it
remains totally up to you whether you wish to run image ads or text-based ads.
You can select only image ads, or text ads or a combination of both. The formats
on your entire AdSense account or on one page at a time at your discretion.
Step 2
- Ad Placement
The “Location” of an object lays a significant role in enhancing its
efficient performance. This is true in real estate and true in advertising,
including web advertising. Since the “location” of the user is your site
already, the “location” of the ad in this context means on which pages of your
site? where on the pages? and so on. As noted, the less an ad looks like an ad, the more effective it is
likely to be.
This means that
there are general design and usability factors to consider.
If your webpage
is cluttered and you can’t dispense with any content, you may want to break it
down further into sections or more pages to provide easier reading. This also
gives you the potential benefit of placing additional ads as you can place ads
on your various web pages.
As noted, we
generally recommend text-based ads. However, text-dense sites may actually do
better with image ads.
If your site has
very few graphics, you may want to balance it out by putting image-based ads.
In the event of a lot of densely written information, image-based ads and
graphics provide what’s called visual relief. This can also prompt clicks.
Where should you
put the ads? The chances of your ad getting noticed by the visitors to your
site increases greatly if you place ads as close to the top of your webpage as
possible.
If you choose to place so-called ‘skyscraper’ ads – in magazines these
would be called columns – on the sidebars of your webpage, it would be wise to
place them on the right side of your principal content areas.
The reason for this is not farfetched,
the visitor to your page (in most languages) will read from left to
right, he or she will chance upon the ad ultimately, if not consciously then at
least out of habit. Their eyes will go there. If you place it by the left and now they are
reading from the left to right, they can visually “skip” the ad when they start
reading next to it.
Your ads should
be placed in such a way that it matches the links to other websites on your
site. If you already have a links section on your site, put the AdSense links
in that section or list. This is not dishonest – if it were, Google would not
allow it.
Obviously if you
have a “most popular” area on your website, such as a page that is updated
daily with some kind of material that people bookmark to revisit often, place
your ad(s) there instead of somewhere else that may get less traffic.
For many
websites the home page is not actually the most accessed area. If you don’t
know what the traffic pattern is on your sites, it’s easy to find out – ask
your hosting provider about usage logs.
One more thing:
While some affiliate marketing programs encourage host sites to encourage
clicks directly, it is not appropriate to expressly ask your readers to
click on the ads served by the Google programs. Not only is it unprofessional
and arguably unethical, it also annoys people and moreover Google AdSense
actually prohibits any such activity. You can neither directly solicit clicks
nor can you do anything considered deceptive to encourage clicks.
In
conclusion, the emphasis is always on quality of content on your web pages.
Good and
interesting content makes your site better, more acceptable to Google, more
likely to win with AdSense, and therefore more profitable for you!
Step 3
- Researching Keywords
After you are done choosing the right format and location for your
AdSense ads, don’t sit back and wait for the money to roll in just yet. The
next important step is to choose the right keywords for your web pages.
These will influence both who visits your site, and how AdSense assigns ads to
you.
The number one mistake most website publishers make is to constantly
choose high-paying (i.e. expensive!) keywords assuming that it will yield them
more income. While it is tempting to choose such keywords to get higher
rankings on search engines, be prudent when it comes to selecting the right
keywords that go with the AdSense ads that are to be displayed.
Remember the
goal here is clicks, not SEO rankings. This is a case where you often do not
get what you pay for.
Consider this
scenario. Your webpage talks about wine tasting courses. You review search
phrases and keywords with “wine” in it and you find “wine rack” is in the top
three and available, so you buy it. The corresponding ads also focus on buying
wine racks online, wine storage and building your own wine racks. After a week
when you check on the statistics of your webpage and AdSense account, you see
that you are losing visitors and your income is falling! The keyword selection
is faulty in this case even though it seemed like a good idea at the time.
Why? The visitors to your webpage were actually looking
for wine racks and have landed on your webpage talking about wine
tasting courses instead. The wine course types want to sign up for the courses,
maybe buy a book on wine, or a wine of the month club. They don’t want to build
a wine rack. Think strategically, not tactically.
Just because a keyword is high paying and is seemingly related, does not
mean it is totally relevant and you need something relevant. Relevance is more
important than value!
In the above case, you could have – and should have – chosen wine
tasting tour, wine tasting party, wine tasting event, wine tasting class, wine
tasting school, course tasting wine and so on. You are interested in
relevance more than popularity. Tasting is a match. Racks are not.
Let’s look at
some of the ways in which you can research your keywords for AdSense ads:
• You can check out the popularity of various keywords if you already
have an account with Google AdWords. This way you will get an idea of the
popularity of various keywords as well as the cost and returns that entail.
• Google AdWords also has a tool known as the AdWords Keywords
Tool which can sometimes help you search for alternate keywords and
variations.
• Another tool known as Keyword Analyzer can generate
numerous key phrases that are typed by Internet users in different search
engines.
• Consider getting a WordTracker account. They have an
excellent tool that suggests top 1,000 most popular keywords. This tool can
also help you create a list of relevant keywords for your webpage. You can
learn a lot from a small investment here.
• Another great idea is to search for top 100 keywords on 7search which
will give you an idea of high-paying keywords.
·
You can also do keyword research using software such as long tail pro, traffic
travis and so on
Your clickthrough rate (CTR) will be boosted tremendously by including
the right keywords in your web copy, of course. Keywords occurring in your
ads are usually highlighted on the search engine results page. This also
helps in drawing additional attention to your ad.
The URL of your
webpage is also an integral part of achieving success on Google AdSense
program, as it is on the Web generally. Current wisdom holds that the keywords
in the URL are equally if not more important than the ones featured in the
actual webpage content If you change
your ordinary URL to a keyword rich URL relevant to your market, it is possible
to raise your CTR as much as 200% or more without doing anything else.
Step 4
- Developing Content
Let’s assume you
now have good ads, good placement, and good traffic.
This step is all
about how to tweak your pre-existing content to support the most effective
profitability from your new AdSense program.
One major mistake many web publishers make now is to lard up their pages
with a bazillion keywords for so-called “search engine optimization.” Do not
fall into that trap and clutter your webpage with high-profile buzzwords that do
not contribute to the value of your webpage or the experience of your intended
audience.
Remember, we’re focused here on clicks, which means bringing relevant
readers to your site and giving them a good experience that puts them in an
inquisitive or buying frame of mind.
As a general rule, all content shifts should make some kind of sense.
You may well be able to make connections between articles on sports, to
articles on sports medicine, to articles on herbal supplements which feature
ads for those products. On the other, a web page on bicycles should not have
ads for clothes, if you know what we mean.
Before you
decide to add that magic Google AdSense code on any page of your website, you
should have dealt with the following two important steps:
• High quality textual content
Ensure that your
web pages have enough textual content so that the AdSense program can set up
ads that are relevant to the content on your pages. If you have very little
content, it will be difficult for Google to determine the focus of your page
and end up displaying only public service ads that do not earn any revenue.
• Use different page titles for different
pages
Have unique page
titles based on the specific content of each page. Avoid generic or vague page
titles such as ‘Untitled Document’ or ‘Page 1’. Be crisp and precise and avoid
using long phrases and difficult words in the page titles. If your page has a
very long title, it might get banned from some search engines.
Step 5
- Tracking and Reports
Tracking the
results of your marketing efforts can help you focus your efforts and make
adjustments to win.
Google offers a
great free tracking feature known as ‘Channels’. You can use these channels to
track ads on specific URLs or to categorize ads based on their formats,
keywords, location on web page and so on.
You can choose
from two channel types offered by Google.
URL
Channels
This will help you track the performance of your web pages without
altering your ad code. All you need to do to track your performance is to enter
a full or partial URL in the channel and you’re done. A full page URL will
track the performance of the specific page having that address. If you
want to track all the pages on a specific domain, you need to enter a top-level
domain name.
Custom
Channels
Custom channels
are used to track the performance of your webpage based on the criteria that
you specify. You can choose what specific factor you would like to track
and customize the channel according to your requirements.
As the name
suggests, custom channels are very flexible, and if you have ever used any kind
of data reporting tool you will find setting them up easy and logical. You can
have up to 50 custom channels!
You can compare
the performance of different ad formats and the relevancy of ads. You can also
compare how ads on one page are performing when compared with ads on other
pages.
You can do so by
assigning each group of pages to a specific channel and eventually comparing
results in your customized channel reports. You can also see where your clicks
are coming from by assigning a channel to each of your separate pages. Also, it
is a good idea to name your channel in such a way that it is easy to identify
different channels in reports, especially if you are using a dozen or more.
To read the previous post on Google AdSense, click
here
Watch out for the next post where you will read and learn about:
· ADSENSE
DO’S AND DON’TS