optimizing_your_site_for_contextual_issues-matt_daimler.ppt

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  • Quick History of SeatGuru Added Google AdSense in August 2003 ; Incorporated Days Later Used “View Bids” tool to check out keyword/topic bidding prices. Tried to match content where applicable (i.e. First Class). Not Many Ad type Choices During this Timeframe ; Limited to 1 Ad
  • Traffic Growth Cruising Along until the world changes in Sept 2004, Google Allows More than 1 Adblock. The first large peak was a WSJ article good for 66,000 page views and the second large peak was a feature on the MSN homepage for 77,000 page views.
  • Lucky for us, we had redesigned to a PHP template version in the Summer of 2004 and while we didn’t exactly optimize for the idea of multiple Google ads, we were able to adapt pretty quickly. I’d like to point out here that our primary ad is the Wide Skyscraper which we chose because it fit in with our long plane images and offered the most individual ads.
  • In Sept 2004, Google changed the rules to allow more than 1 Adblock. So, wholly cow, we just tripled our Google ad views overnight, we are going to be RICH!!! But wait a second, now would be a good time to revisit the symbiotic relationship between impressions, click-thru rate, and eCPM.
  • Triple the ads and the click-thru rate fell by more than 1/3 rd . More ads didn’t mean that users wanted to click more, and when they were clicking…
  • We were earning much less than before. But why did the CPC drop so much?
  • SeatGuru showing 5 ads on left before, now trying to show 15 ads and slipping into right hand side and lower values.
  • And it paid off, for us, as Google Revenue stayed relatively flat (Blue), our overall revenue (Red) rose.
  • But in mid 2005 we soon found ourselves with another problem, not enough advertising space to optimize both Google AdSense and Direct Advertiser revenue. See the drops in impressions on the right side, that’s because too much of our inventory was going to direct advertisers and we were neglecting Google. Time for another redesign!
  • And we redesigned again, but we didn’t add more ads to the pages, we just chose better ads, including Google’s favorite Medium Rectangle, and we even threw in some Link Units (near the navigation like everyone says – but they performed horribly for us and soon they were gone). Also part of the redesign was an content page that had to be accessed before the seatmaps. We had to do that because our one-click menu had ballooned to over 200 choices and was too slow. This was significant in adding advertising impressions without overloading the visitor with more ads.
  • The redesign, new navigation, and new content significantly increased our ad space, giving us plenty of inventory for both our direct advertisers and Google AdSense.
  • Clickthrough took a little hit, but not the large drop we saw back in 2004.
  • And eCPM dropped a little bit, but again, nothing like 2004. Obviously the relationship between impressions, click-thru, and eCPM is directly related, and it does take some experimentation to optimize your results.
  • But it paid off, for us, as Google Revenue grew significantly (Blue), our overall revenue (Red) rose too.
  • Services like Pubmatic, which launched earlier this year and was named to the TechCrunch40, require low publisher effort and use computer algorithms to optimize returns.
  • optimizing_your_site_for_contextual_issues-matt_daimler.ppt

    1. 1. Contextual Ad Optimization Presented by: Matthew Daimler Founder of SeatGuru.com
    2. 2. SeatGuru 2001-2004 <ul><li>Actions to improve initial results </li></ul><ul><li>“ View Bids” tool to understand what the CPC buyers wanted and trying to add a little more content or keywords around those. </li></ul><ul><li>Challenges with this layout: </li></ul><ul><li>Very little content for Google to base ads on. </li></ul><ul><li>Only 1 Google Ad per page allowed, no wide skyscraper (yet). </li></ul>
    3. 3. AdSense Ad Unit Impressions 1 Wide Sky 1 Wide Sky ; 1 Sky ; 1 Half Banner 1-2 Wide Sky ; 1 Sky; 1 Rectangle; 1 Vert Banner 2
    4. 4. SeatGuru Summer 2004-2006 <ul><li>Goals of this redesign : </li></ul><ul><li>New seating class detail incorporated repetition of “First Class”, “Business Class” etc. </li></ul><ul><li>Google Wide Sky visible in 800x600 </li></ul><ul><li>Google ad location right in the heart of website activity. </li></ul><ul><li>Challenges with this layout: </li></ul><ul><li>Site was built around 1 Google Ad per Page </li></ul><ul><li>Still not a ton of content for Google to chew on </li></ul><ul><li>Design used all tables; not great for keyword density </li></ul>
    5. 5. AdSense Ad Unit Impressions 1 Wide Sky 1-2 Wide Sky ; 1 Sky; 1 Rectangle; 1 Vert Banner 1 1 Wide Sky ; 1 Sky ; 1 Half Banner Sept 2004, Google allows the use of up to 3 ad blocks per page. 250% More Ads
    6. 6. AdSense Ad Unit Click-Thru Rate 1 1-2 Wide Sky ; 1 Sky; 1 Rectangle; 1 Vert Banner 1 Wide Sky 1 Wide Sky ; 1 Sky ; 1 Half Banner 65% Less Clicks
    7. 7. AdSense Ad Unit eCPM 1 1-2 Wide Sky ; 1 Sky; 1 Rectangle; 1 Vert Banner 1 Wide Sky 1 Wide Sky ; 1 Sky ; 1 Half Banner 70% Less eCPM
    8. 8. Ad Price Distribution Price Before $13 eCPM After $5 eCPM
    9. 9. Diversification is Key <ul><li>For SeatGuru, we diversified into Direct Advertising. </li></ul><ul><li>Most advertisers approached us (but when they did we were ready for them) </li></ul>
    10. 10. AdSense Revenue & Overall Daily Revenue 1 2 AdSense Flat Overall Revenue Up
    11. 11. AdSense Ad Unit Impressions 1 Wide Sky 1 Wide Sky ; 1 Sky ; 1 Half Banner 1-2 Wide Sky ; 1 Sky; 1 Rectangle; 1 Vert Banner 1 Not Enough AdSense Space
    12. 12. SeatGuru 2006-2007 <ul><li>Goals of this layout </li></ul><ul><li>Move to XHTML Strict & CSS for higher keyword density, better SEO </li></ul><ul><li>Addition of popular Google ad types (Medium Rectangle) into hot content area. </li></ul><ul><li>Medium rectangle visible in 800x600 </li></ul><ul><li>Wide sky visible in 1024x768 </li></ul><ul><li>Left menu would support 160px wide </li></ul><ul><li>Tried Link Units, Integrated into Nav (per WMW) No success. </li></ul>
    13. 13. AdSense Ad Unit Impressions 1 Wide Sky 1 Wide Sky ; 1 Sky ; 1 Half Banner 1-2 Wide Sky ; 1 Sky; 1 Rectangle; 1 Vert Banner 1 2 Launch of New Design 125% More Ads
    14. 14. AdSense Ad Unit Click-Thru Rate 1 1 Wide Sky 1 Wide Sky ; 1 Sky ; 1 Half Banner 1-2 Wide Sky ; 1 Sky; 1 Rectangle; 1 Vert Banner 2 35% Less Clicks
    15. 15. AdSense Ad Unit eCPM 1 1 Wide Sky 1 Wide Sky ; 1 Sky ; 1 Half Banner 1-2 Wide Sky ; 1 Sky; 1 Rectangle; 1 Vert Banner 2 35% Less eCPM
    16. 16. AdSense & Overall Daily Revenue 1 2 Wow
    17. 17. Wish I had: Google Ad Manager
    18. 18. Really Wish I had: PubMatic <ul><li>Auction ad inventory among leading ad networks </li></ul><ul><li>Optimize type, layout, color, layout of text ads using machine learning algorithms </li></ul><ul><li>Easy to implement: one set of ad tags </li></ul><ul><li>Get cross ad-network consolidated reports instantly </li></ul>
    19. 19. Contact Info: Matthew Daimler [email_address]

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