Every week or so, we'll pick a website (or blog) and suggest various optimization tips including new banner ad formats or ad unit placements that will help these sites maximize their Adsense earnings. You can apply these techniques and learning to your own site if it has a similar layout.
Our first Adsense case study covers Computer Zen, an excellent blog by Scott Hanselman on Microsoft Technologies. Scott is an MVP, author of several books and also runs an interesting podcast show - Hansel minutes. His blog is subscribed by ~8k readers according to Feedburner.
Let's take a quick look at a recent screenshot of Scott's website - [The Google ad units and search box have been numbered for easier identification].
As you probably noticed from the above screenshot, this site has two Adsense Ad units and one Google Site Search Box. There's also a feedburner ad which we'll skip for the moment.
» There are two 120x240 Ads in the left sidebar. [No 1, 2]
» The Google Search Box is placed in the top right corner [No 3]
Possible Issues with the Current Ad Formats and Layout:
1. The 120x240 ads do not blend with the background since they are enclosed inside a white border.
2. The ads are located below the page fold and will therefore be rarely visible to the site visitors.
3. The ads are located in the sidebar - an area that generally doesn't perform so well.
4. Vertical banners like 120x240 are limited to text only ads. Advertisers cannot show image based CPM ads on this site.
5. The Search Box is placed at a perfect location but it takes the visitor off the main page to Google search box.
What can be done to improve Adsense Performance ?
The new sample screenshot reflects some very simple Adsense related tweaks that may help Scott improve the ad earnings from Computer Zen.
Each of the tweaks or changes in the above screenshot have been numbered which are explained in the detail below:
No 1: Link Units can be a very good source of Adsense revenue if placed somewhere near the site navigation links. In Scott's case, that area is the left sidebar just below his profile and picture.
No 2: The 120x240 Ads units have been removed from the left sidebar since they may not be the best performing units due to their placement as well as dimensions.
No 3: The Google Search Box position need not be changed but Scott may connect the search code with Adsense for Search to increase revenue. Additionally, the search results page should use the new Adsense code that allows visitors to search without leaving the site.
No 4: This is probably the biggest change that will bring him the maximum Adsense revenue - a 250x250 wide format ad unit mixed with the blog content [implemented using div float tag]. The unit should accept both image and text ads. The border and background color should exactly match the page background color.
No 5: This external leaderboard ad from a Job site was based at the top initially. We have moved it at the bottom since it is probably a non contextual ad system and the results may therefore not be superior to Google Adsense.
Other than the above changes, we also suggest using Section targeting to improve the relevancy of ads which definitely helps in improving the CTR.
Find this article at: http://labnol.blogspot.com/2006/11/optimizing-scott-hanselmans-blog-for.html
web: http://www.labnol.org/ email: amit@labnol.org
Reader Comments
Great stuff! Thanks, I'll give them a try and let you know how it goes!
Written on 24/11/06 2:36 AM
Ah, finally the kind of articles I am waiting for. Blog optimization from an Indian perspective. Keep it going.
Written on 24/11/06 10:05 AM
great advice amit ... errr, i know it's too much to ask but you think you can kindly advise on mine (when you're free or course) ?
appreciate it ...
cheers
Written on 24/11/06 10:39 AM
Thanks amit,
your review helps me a lot to improve my site http://placementsindia.blogspot.com, but i have a doubt, how can we put "div float" tag in blogs, i mean blogs use dynamic ,so can we put div float?
let me explain more,
suppose i have a large text, i want to put 250 * 250 floating on the right,so when height of the text(mesg) exceeds 250 px, it will still continue in that format only i mean it's leaving entire right 250 px width from top to bottom in the article, but i just need first 250 px, and then should proceed till it can go..
if u still not getting my point, let me know i will show u through screeshots,
Thanks
Chaitanya,
http://placementsindia.blogspot.com
Written on 24/11/06 10:41 AM
Great series and I will look forward to it.
Written on 24/11/06 10:58 AM
Those are some great tips. I am going to redesign my blog in the next few days to test what your suggesting. Anything will beat the few cents a week I am making now.
Thanks again
Don
http://sixtyseven-days.blogspot.com/
Written on 24/11/06 11:36 AM
hi,, also see my blog.. http://celebrities-world.blogspot.com/
Written on 24/11/06 3:39 PM
I think my set up was reasonable, already, but thanks for highlighting the new "search in site" feature. I wasn't using that until I saw your post. Looks good and very easy to implement requiring just a simple static page with the blog template and the Adsense search embedded. Bonus - they let you change the results width so you can squeeze the default 700 into a 468 space or whatever you need to accommodate your sidebar.
db
Written on 24/11/06 8:39 PM
I had already implemented much of what you highlight in your post, but thanks for drawing my attention to the new "in site" feature in Google search. Very nice.
Written on 24/11/06 8:46 PM
Great tips. Thanks for sharing. You should try to move No.4 from right to left in the beginning of article. It should get more clicks. CMIIW
:D Have a great day!
Written on 28/11/06 9:09 AM
Well, very helpfull, Plz suggest changes to my blog if u can,
http://mytimehelp.blogspot.com
Written on 7/12/06 9:05 PM
Thanks amit. seen you on IBN felt proud to see indian doing great job. Keep posting such a useful information ;)
Written on 8/12/06 9:26 PM
Hi,
My blog is about Learnings From Top Management Gurus (http://management-gurus.blogspot.com/ ) is now 5 months old now and readership is increasing on everyday basis. The page views are increasing but the CTR is not. Pls help me in getting more earnings from adsense.
Regards
Vishwalok
http://management-gurus.blogspot.com/
Written on 3/1/07 4:30 PM
Well this is great . I am in adsense for the past 2 years but i have never seen such an easy to understand explanation.Good work man
Written on 5/1/07 8:50 PM
hi there
true.adsense layout is important and also that it should be changed every 2-3 months else repeat visitors would ignore them and wont click on them.
Written on 24/1/07 3:00 AM
Yes..the ad layout really pays..
Written on 30/1/07 1:26 PM
Amit that's a great help to Scott. I hope you'll review my work, too. I tried to apply some of it in my blog, hope it works.
Written on 10/2/07 9:11 PM
dear amit,
great tutorial indeed. kindly see my blog and check if it worth a review like this.
the blog is
http://alertblog.blogspot.com
with luv
pinmozhi
Written on 16/2/07 4:53 AM
Thanks Amit!
But how effective to put leaderboard ad in the bottom?
Written on 24/2/07 3:23 PM
hii,
What about the Link UNIT of 468x16 above the first fold like on my blog http://healthtreatments.blogspot.com
Can somebody review and point out what should be done to improve CTR ?
Best Regards,
Eliena Andrews
Written on 18/3/07 2:45 PM
Wow, I'm impressed.
I will try to see how much I can tweak my blog at http://www.organicpassion.info
Maybe you can give me a hint or two? ;)
Thanks
Written on 12/4/07 2:53 PM
dear amit,
great tutorial indeed. kindly see my website and check if it required any changes plz suggest me how can i earn more income. i am not satisfied with
pay per click ads.plz give some alternate income source ideas
www.musicmirchi.net
Written on 1/6/07 10:49 PM
Hi Amit, great advice.
I have redesigned my blog layout. Any suggestion to increase the revenue?
Written on 5/6/07 9:16 AM
As I'm already trying to improve my adsense earning, these tips will be of great help for me.
Written on 27/6/07 6:23 PM
Thanks Amit
I tried your advice on my India news website(www.agranews.com).It helped me lot.Thanks again.
Rajeev(Editor)
Written on 9/12/07 5:55 AM