Практически съвети за AdSense оптимизация - Презентация на Огнян Попов от Commission Share за SEO конференция 2014

1. Google AdSense optimization tips
Oggy Popov
Interactive Share – Digital Agency
SEO Conference 2014
Sofia, Bulgaria

2. Agenda
A few questions
AdSense – the definition
AdSense in Bulgaria
2 ways to more clicks
A few examples
Golden tips
Questions

3. A few questions before we start
How many have an active AdSense account
How many have never used AdSense
How many have traffic -+ 10 000 visits/day
How many are active outside Bulgaria/have traffic from
outside
How many want #ОСТАВКА

4. Today
Discussion
Ask your questions!
Give you golden tips

5. AdSense: the definition
WIKIPEDIA:
Google AdSense is a program run by Google that allows
publishers in the Google Network of content sites to serve
automatic text, image, video, or interactive media
advertisements that are targeted to site content and audience.
These advertisements are administered, sorted, and
maintained by Google, and they can generate revenue on a
per-click basis

6. AdSense in Bulgaria
the good news
In 2012, AdSense paid out 7 billion USD to publishers: yes,
you too can make money from AdSense
From last year AdSense started to pay out to bank accounts
in Bulgaria too (no cheques anymore)
AdSense has the largest pool of advertisers in Bulgaria, both
big and small, so many different advertisers for your site,
thus higher chances for someone to click

7. AdSense in Bulgaria
the bad news
No Google Adsense manager for Bulgaria - draw your
conclusions
Talking to AdSense support = talking to a robot
Talking to AdSense policy team = talking to a robot
Sooner or later you need to talk to someone at Google
AdSense. The question is how/who?

8. The CLICK
2 ways to more clicks

9. More traffic / more impressions
SEO (takes time, risky, results may be temporary)
Your social media pages (but what if you are small?)
Paid traffic (advertising, social media ads, partnerships):
watch out for quality.
Who uses paid traffic?
Email traffic: don’t spam!
Who uses email to drive traffic? Which platform?
Extend your business model (mobile.bg/bazar.bg)
More ad units (free)

10. The problem with getting more traffic
is that this usually means it will cost
you money!

11. Higher CTR
Start with the numbers
ad unit report
now you see which ad units actually perform
remove bad ad units, they drag down account performance
ad size report
‘’OMG, what was I thinking’’

12. Higher CTR
Better ad placement
close to content
in the content
I know some of you hate this, but it`s true
custom formats
Even more freedom to play around with placements
mobile specific ad units
How many have optimized their mobile pages for AdSense?

13. Simple rule: you can not expect more
clicks if your placements are away from
where the user is on your site

14. Higher CTR
2 problems
your user / community
Almost nobody likes ads
Google
AdSense policy team is watching you

15. The difference between a very good ad
implementation and an implementation
which violates the Google AdSense
policy, is absolutely vague.
Try to use common sense and do not
risk too much.

16. Let`s see some examples

28. GOLD FOR FREE

29. Ad units and reporting
Please give your ad units accurate names
Homepage_top_right_300_250
08-09-12
This will help you when you analyze reports!

30. Channels and targeting
Use channels for your ad units and enable them
for targeting by the advertisers
This will help your revenue since advertisers will want to
target your site and will naturally increase competition!

32. Text/Image ads
Enable both text and image ads for your ad units
I know some of you may hate this
This will increase the competition on your ad unit and thus
raising your earnings per click

33. Mobile
Optimize your mobile version TODAY
320-50 / 300-250
Mobile sticky format will soon be available to all, test it
Mobile ads take a larger % of the screen in comparison to
desktop ads. Mobile CTR is fantastic so make sure to do
this. Be careful, do not over-do it !

34. Experiments (BETA)
Easy to use
test ad text colors, fonts and backgrounds
keep an eye on the results
My ads >> content >> experiments
Experiments are automatic tests that Google AdSense does
for you. Use them with great care!

35. Ad sizes
Delete
468-60
250-250
buttons, 125-125 or other weird formats
link units are a disaster (look bad, perform bad, why use them?)
Use
300-250 / 336-280
728-90
160-600
300-600 (only 1 per page, Tiger)

36. Custom Search ads
See Shopmania.bg example
very high CTR
lower revshare (51%)
look good on search pages of your site
You must apply : search Google for AdSense custom search
ads

37. Policy
AdSense text ads arrows
make sure your site navigation is not confusing the user
Dropdown menu or popups
make sure they don`t go over any ad element
Content filter
you don’t want to get banned for a pair of boobs

39. Analytics
In-page Analytics (heat map)
where does the user click?
Content drilldown
which are the most visited pages?
where does the user stay the longest?
Connect AdSense with Analytics
gives you an idea of the revenue you get from each page
Not 100% accurate in my experience, but still worth it

40. Content
Article / Detail page
Category pages
Video pages
Photo pages
Comments section
Each page counts

41. MOST IMPORTANT THING
Run reports, analyze, brainstorm optimizations
Test new placements, colors, sizes
Be proactive

42. If you know a place where you can earn money
without doing anything, call me !!

43. Just like anything in life:
If you don’t put energy and passion in it, you will
never get the results you dream of!

44. Thank you!