Niche blog AdSense optimization, part 2
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Transcript of Niche blog AdSense optimization, part 2
Niche Blog AdSense
Part 2
ESATURTIAINEN
January 2, 2015
Acronyms
ADSENSE
AdSense is for webpages who want to show Ads and get revenue from showing them (publisher)CTR - Clickthrough Rate
How many percent of Ad impressions lead to a clickCPC - Cost-per-Click
How much is paid of a clickRPM - Revenue per Mille
How much is paid of thousand Ad impressionsGoogle takes 32% of what advertiser pays, 68% goes to AdSense publisher
ADWORDS
AdWords is for advertisers who want to show Ads in AdSense pagesCPC - Cost-per-Click
Advertiser defines maximum price what he pays per click. Simplified explanation is that the Ad who is willing to pay most is shown but the price is that of the second highest bid.
CPM - Cost per MilleAdvertiser defines maximum price of 1000 Ad impressions, clicks do not pay extra
TESTING
A/B-testingTesting where a modification is madeand both the original and variation is usedand difference is measured.Used both in AdWords and AdSense.
Introduction
NICHE MEANS THAT
Having a niche means that you know your visitors
Use it to get more Ad revenue
ADS JUST FOR YOUR READERS
(1) Selected Ads(2) Text or Image Ads?
(3) Context or Interest Ads?(4) CPC or CPM Ads?
(5) Mobile Ads?
ADSENSE...
AdSense is very limitedas compared to AdWordsIt won't tell you who your customers are and what Ads you show to them
It is Evil
GOOGLE TELLS YOU
What Ads are shownWhich Ad places are clicked
Contextual vs Interest-basedCPC vs CPM
GOOGLE DOES NOT TELL YOU
Which Ads are clickedWhat target group Ad hasIn what geographical areaHow much is the offer to show the Ad
NO
GOOGLE DOES NOT ALLOW YOU
Select different Ads todifferent sites/Ad placesShow only CPC or Interest-based AdsPrioritise AdsSet minimum bid
NO
AND IN SMALL AREAS
You can notblock Ads in some interest group
NO
= Finland
Except gambling
SECTION 1
SelectingAds
SELECTING ADS
You can not pick Adsbut you can block them
Ad Review Center
BAD NEWS
Google makes good work in selecting Ads to maximize
revenue.When you block an Ad,
you block highest-bidding Ad currently available.
WHY BLOCK ADS?
Service for your readersYou know your niche betterNiche is so small that Google does not get statistics rightThere are really stupid Ads
FOR EXAMPLE, BLOCKED ADS
I have a blog where I assume that readers are:
male, middle-aged, educated,settled house owners,
interested in green and outdoor life,engineerish
FOR EXAMPLE, BLOCKED ADS
I have recently blocked ads:- fashion, bras (male)
- moving (settled house owners)
- snake-oil (educated)
- non-economical cars(green)
FOR EXAMPLE, BLOCKED ADS
Additionally I block:- Ads that are not targeted
to all my readers(e.g. diabetes patients)
FOR EXAMPLE, BLOCKED ADS
Additionally I block:- Ads that are targeted to
companies- I assume that my audience
is not in business mindset
IMPRESSION SCORE
Ad Review Center tells you if Ad has HIGH/MEDIUM/LOW impression scoreBased on how much Google plans to show that ad
MY STRATEGY
If impression score is HIGH:- Block just offensive AdsAd is - brand new- or high-paying- or good hit to the content
MY STRATEGY
If impression score is MEDIUM:- Leave only Ads that have
something special for the target group
MY STRATEGY
If impression score is LOW:- Leave only Ads that fit
exactly to the content- Block Ads that have not
been active for a week to keep inventory clean
YOU JUST DON'T KNOW
Ad may be very good if it is targeted to right
geographic/interest groupBut it may be very bad
There is no way to knowIt is Evil
REALLY
Google makes it hard to block Ads
They tend to reappearYou must block the whole
domain name or Ad account
REALLY
With this strategy, there are ~50 Ads in your listBlocking Ads takes >10 minutes per day
REALLY
Blocking Ads will not pay back but it is:
Fun, you see Ads firstYou learn of your readersIt adds Ad revenue, when
done right
SECTION 2
Textvs
Image
TEXT VS IMAGE
Niche blog readers tend to prefer informative Ads
That means blockingimage Ads
Fancy animationswork even less
BUT
High CPC
High CTR
High RPMIMAGE
TEXT
TEXT VS IMAGE
It may seem that text gives more clicksBut it may be that long-term higher click price of image Ads makes it even
TEXT VS IMAGE, EXAMPLE
In one of my blogs,banner Ad works better
as textbut between articlesimage works better
TEXT VS IMAGE, EXAMPLE
CTR CPC RPMText: 80% 0.6% 0.30 1.60Image: 15% 0.3% 0.45 1.30Rich: 5% 0.2% 0.30 0.60
N=20000
SECTION 3
Contextvs
Interest
CONTEXT VS INTEREST
INTERESTAd is either targeted to YOU based on what Google knows of your interests
CONTEXTor it is selected based on what Google
knows of the PAGE you are visiting
EXAMPLE
CTR CPC RPMContext: 70% 0.5% 0.25 1.30Interest: 30% 0.6% 0.30 1.70Placement: <<1%
N=20000
AGAIN
High CPC
High CTR
High RPMINTEREST
CONTEXT
MIXED RESULTS
Testing has not shown that you can modify this to improve RPMOne high CPC may disturba month of measuringBoth => more competition
There is no option to use interest-only
MIXED RESULTS
Selecting Ads definitely adds your Context RPMBut total RPM may still be less than interest-based RPMIf you have not tested,use both
SECTION 4
Mobile
EXAMPLE
CTR CPC RPMDesktop: 60% 0.7% 0.30 2.00Tablet: 25% 0.4% 0.20 0.80Phone: 15% 0.3% 0.25 0.60
N=20000
WHAT?
Huge increase in RPM if we could get rid of mobile
users?
MOBILE IS A PROBLEM
Mobile Ad placement is difficult
BUT ALSOAdvertisers pay less
of Ads that are clicked in mobile devices
SECTION 5
CPCvs
CPM
CPC VS CPM
Advertisers usuallypay per click (CPC)But they can also
pay of display (CPM)
CPC VS CPM
Text Ads are more likelyCPC
Images are more likelyCPM
But not always
CPC VS CPM
You get better RPM with CPC
BUT you can not disable CPMWHY?
CPC VS CPM
CPM Ad is shown only if there is no better CPC offer
CPM RPM is intentionally lower
EXAMPLE
CTR CPC RPMCPC: 95% 0.5% 0.30 1.40CPM: 5% 0.90Others <1%
N=20000
CPC VS CPM
You need not worry it
SECTION 6
TestingA vs. B
TESTING
In AdSense there is a toolfor A/B testing
My Ads /Experiments
TESTING
You can define a modification to settings.
AdSense uses original setting and variation and makes measurements for
both
EXPERIMENTS
In a niche blog it may take a month to get reasonable confidence that the variation is better or worse
SECTION 7
Summary
ADS JUST FOR YOUR READERS
(1)Ad selection
Do, but keep HIGH
(2)Text or Image Ads?
Text but test!
ADS JUST FOR YOUR READERS
(3)Context or Interest Ads?
Both but test
(4)CPC or CPM Ads?
Do not care Nor can notbe changed
ADS JUST FOR YOUR READERS
(5)Mobile Ads?
By now,Concentrate to desktop users
ABOUT AUTHOR
ESATURTIAINENFreelancer,
Google Certified Digital Marketing Professional
http://esa.turtiainen.eu