Adsense Tutorial for Better Incomes

To optimize the use of advertisements in order to increase incomes
This document is mainly aimed to those who don't have advertisement yet on their website, but it should be profitable also to those who are already Adsense users

Published on July 16, 2007. Last modified January 20, 2008.

Overview

The Adsense program democratizes publicity and makes it possible to obtain incomes easily. Its use is rather simple. Once registered on the site of Google (see link at bottom of the page), one should not forget to start by reading the rules of the program (important), then one chooses a type of advertisement, by category at first: search, referrals, contextual, and finally a format is chosen. The site then proposes a JavaScript code that can be placed anywhere (or almost, see further) into a Web page. A part of this tutorial comes from the Google's pages and its blog, the other part from forum for webmasters and my own experiments.

Refferals

Text or advertising image for a Google product, software or service. They make income only if the visitor downloads the product, or register to the service. Referrals are also proposed to other companies.

Search

Search input using the Google engine. The pages of results contain publicities, and there are the clicks on those which make an income.

Contextual advertisements

Images or groups of textual advertisements, or sets of links which are sort of menus. They are contextual in the sense that the subject of the advertisement tries to approach the contents of the page. In the absence of advertisement matching the page, some charity advertisements are displayed (as Hurricane) which do not make money.
They follow the principle of bidding: the advertiser indicates the amount that he want to pay for each click, and Google for a group of keywords given in a page, selects the advertisements of greater value. Thus the less remunerated advertisements will tend to appear on pages for which no relevant advertisements are available.

How to increase incomes

They may be improved in several ways:

1. By a global strategy.
2. By optimizing the placement of the units of announces.
3. By optimizing the keywords.
4. By adapting the number of announces to each page.

Strategies

Adopting an advertising strategy, is also adopting a policy for the design of its site. Some ideas:

1. Site of reference.
   Technical articles, rather long, updated regularly. Not the most profitable but request less assiduity.
2. Site of news or blog.
   Short articles, in relation to subjects in vogue. It is the strategy which makes the most incomes but it imposes constraining obligations. For the articles to be indexed quickly by search engines and to occupy the best places in results or queries, it is necessary that the robots visit the site very often and for this it is required that new articles are put on line also very often, several times per day...
3. Diversity.
   If the way the site is designed permits it (a CMS does not allow it), it is a good thing if all the pages have different designs.
4. Follow-up of relevance.
   Look periodically at the content of the ads. It must be relevant with the thematic of the page. Otherwise reduce the number of ads or delete them completely. On the contrary the number of ads may be increased if they are all relevant, but not excessively.
5. Experienced webmasters do not insert ads in the home page. Most visitors of the home page come from direct links while they come from search engines for inner pages, and search engines make more clicks and conversions.

Optimal placement for the advertisements

The placement determines the number of clicks, since some placement appeal the attention of visitors and other not.
Google says you in its pages that, statistically, the placement of advertisement pays more according to the following diagram:

The green zones correspond to the best placements. The yellow ones are intermediate, the gray ones are poor.
In fact the best placement can vary according to the sites and even according to the pages. It is the reason for which Google created personalized criteria. The idea is to assign a code to the advertisements at the time of the selection of the format, and to compare the incomes by classifying them by codes.

Nevertheless, some rules seem of general interest according to concordant opinions of webmasters:

1. If the article or the post is short, a unit of advertisements placed at the top is the best.
2. A long article can be splitted with an advertisement in the middle, therefore to have two units of advertisements.
3. Possibly one can place an advertisement at the end of the article if there is no list of external links otherwise they would be in competition.
4. The advertisements placed in the heading at top of page are often ignored.
5. A link unit of advertisements, is often ignored when there is also a menu of the site, of big size.

For a forum, Google has written an article about the best placements.

Where not to place advertisements

Whatever the type of advertisements, they should not be placed:

- In a window popup.
- In a page without contents.
- Or which contains popups from another advertiser.
- Or which contains contextual advertisements from another company.
- Or which is loaded by a script.
- Which contains already three units of advertisements of the same category (one for a search unit).
- Which presents a prohibited contents (by Adsense rules).
- In an e-mail.
- In a software.

Keywords

If one wants to maximize the income, it is necessary to be attentive to keywords of the page and to wonder whether they correspond to an economic activity. Check the wording of advertisements which appear on your pages. For that, you should go in the test center of Adsense which makes it possible to see which advertisements are presented to other visitors. If there is no relationship between the advertisements and the page, these advertisements do not make money. It is better in this case to make a page without publicity.

Incomes depends entirely on the thematic of the site and thus of the keywords. The percentage of clicks also. One could have an idea of the keywords which count starting from the domain names cost, an indication is provided to us by the article "Value of a domain name".
But actually the thematic of his site is not chosen according to the advertising program, one can only direct it towards the aspects of the thematic which makes business, and which corresponds in any case to a real demand from Net surfers.

The smart pricing

That was tested by webmasters and was confirmed by Google, same advertisements displayed on sites of different accounts do not have same income and it is due to smart pricing.
If visitors of a Adsense account realize less conversions on the site of the advertiser (downloading, order, subscription or any other action), the amount which it pay will be reduced and by consequent the Adsense income too. Cookies are used to obtain the information.
The rate of Smart Pricing is re-examined each week. To improve the rate, Google recommends to put in your pages relevant and up to date contents.

Which advertisements pay more?

According to Google, the advertisements which provide most income are those:
- Which corresponds more closely to the keywords of the page (principle of biddings).
- Which are displayed at first in the page (thus displayed at top if the order of parsing by the browser corresponds to the apparent placement).
By experiments, I would add that:

1. Graphic contextual advertisements pay less.
2. Link units pay as much as full advertisements.
3. Advertisers on sites (your site is chosen by the advertiser) offer more for their advertisements.
4. The large or new companies put more money in the advertisements if there is competition on keywords.
5. If the offer in keywords on the pages is lower than the offer in advertisements, it will be worth more (in other words, be the first to speak about a subject which makes money).
6. Sites as e-bay which are not concerned with well defined keywords have poor advertisements.
   One can also observe that referrals make more income than contextual advertisements, and than search pay as much but generally make fewer clicks.

Selecting advertisements

One cannot directly select the contextual advertisements which appear on the pages of a site and prohibit the one cent advertisements! But one can act indirectly. Since the advertisements which pay more are displayed at first, one can reduce the number of advertisements. And select when possible the keywords contained in the page.
It is possible also to exclude sites. If one wants to prohibit the advertisements passed by some sites, in particular the competitor sites, one can add these sites in a list of filtering accessible from the configuration panel.

Advertisements that are appearing on a page depend mainly on keywords in the links to the page. This may be easily verified when you enter a bad url and you are redirected to the home page: look at the ads... You cannot modify links coming from other sites, but you can act on internal links: text of the link, contents of the title attribute, and the filename of the page. Relevant keywords must appear there.

Guidelines

To do

Selecting the pages

Don't put advertisements on all the pages but only on the pages whose contents are in connection with commercial products.

Integrate

Give to the textual ads the colors of the contents of the page.

Vary the placements

It is preferable to adapt the placement and even the appearance of publicities to each page. That does not degrade the site and appeals attention to advertisements. The colors of the ads can match that of the page providing they are not confused with the contents.

Describe the products

It is not forbidden to describe products in sponsoships, or which often have contextual advertisements on a page, if that corresponds to the topic of the page. Describing a type of product in a generic way is really appreciated by advertisers.

To avoid

Overloading the pages of advertisements

That strongly degrades your site, let visitors to desert it and in any case brings publicities of poor incomes. The first advertisements inserted in a page have the higher income, the others are only used to fill the space, as Google explains it. Should limit yourself to one dollars advertisements and drop the one cent ones, because Net surfers could click over the latter instead of the first ones with higher income!

Using popup

Either for the advertisements themselves, or for competitor advertising programs.

Made for Adsense

MFA pages have deliberately few contents or contents without interest to encourage visitors to defer their attention on publicities. That seems smart to their author but is prohibited by the rules of the program and causes the account to be disabled, in addition to the fact that visitors will avoid to return on the site.

Incitation to click

That is suggesting to visitors that click would make service to you, or also placing images near the advertisements without separators, or creating confusion with the contents. Of course that is prohibited. Certain sites have a "premium" contract which gives them more freedom on the last point, but an ordinary "adsensist" cannot imitate them.
Even if there is a difference between "Click on this link" and "Use this product I advise it", the second formula being allowed by Google for referrals, contrary to the first, avoid both. You can describe a product and even explain why you like it but the page must not be made for announcements.

Send a mail to excuse itself

Do not send a mail to Google to say that you clicked by inadvertence on a publicity of your own site. These clicks if they are accidental do not have a consequence. Google counts the number of clicks but does not make incomes.

Adsense and Ajax

The problem with Ajax is that keywords which appear on the page when it is loaded and when the script of Google is executed do not appear in it yet when the the Ajax script is executed.
When searching on the Web, I found an article who explains how to display advertisements on a page entirely made in Ajax, by using an iframe and a JavaScript function which loads the code of Google. I have noted that the advertisements on the page did not come any more from Adsense that lets suppose that since the publication of the article which was published several months ago, the account of the astute author was disabled.
If the contents of your page are modified by the use of Ajax, the advertisements can lose their relevance. I will suggest to not placing advertisement on these pages rather than to try some hacking. Try to replace Ajax (who modifies an already displayed page), if possible, by server-side code which dynamically generates the page before its display, which does not make any problem to Adsense.

Conclusion

This guide is limited to optimization for incomes. For the management of the account, the choice of the formats, the criteria of targeting, the payment of monthly incomes etc, consult the site of Google which provides all useful details.
If you are not registered yet, this tutorial should have given you, I hope for it, all the infos to start in the best conditions. You can also post your questions on the forum or send email to get more details.

Informations by Google.

(c) 2007 Denis Sureau. Scriptol.com