Google AdSense content targetingCase Study: does it work?In June of 2003, Google opened the AdSense pay-per-click text advertising program ("Ads by Google") to a growing number of content web sites. This page highlights a study of the content targeting effectiveness on an entertainment themed web site, and a product catalog web site. The study was conducted by Getitdaily.com and ended on July 31, 2003. [ Findings | Related Reading | Related Searches ]
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Findings: - Pages with single theme topics are highly effective. - Targeting effectiveness increases over time. - Public service ads decrease effectiveness by 100%. - Public service ads can appear when there is not enough ad inventory for the chosen keyword set. - If a mis-targeted keyword match is set by google, effectiveness greatly decreases. Available methods of banning ads per URL are only slightly effective, can require large amounts of time to put in place, and are not scaleable. Additionaly, publishers with multiple content sites under a single AdSense account must deal with the possibility that banning an ad for one content site may decrease revenue on a different content site. What's bad for one site, may be good for another. - Untargeted and/or public service ads can occur when a page is not in the cache system. After its first hit, a page can take a few minutes to a few hours to get into the cache system - Un-cached pages may show ads targeted only against keywords in the URL. Verbosely descriptive URLs increase the possibility for instantly targeted ads. - Site owners will only be able to view ads as delivered to their specific geographic location. (Note: This case study is being written from Amsterdam, The Netherlands.) - Hosting AdSense ads has no effect on the level of spidering from the "normal" Googlebot. Related Reading: Pro: "For all the flash and animation that marketers have put into building Internet ads, the geeks have figured out the real trick: Relevance is more important than style." - A quote from David Kirkpatrick's Fortune Magazine article "In the Hands of Geeks, Web Advertising Actually Works". Neutral: Discussions around Googles ad brokerage service AdSense from Webmasterworld.com
Con:
"Like many of the concepts concocted in the heady days of Internet advertising, AdSense seems deeply flawed. Advertisers should approach with caution."
- A quote from Pamela Parker's clickz.com
article "Does Google's AdSense Make Sense?".
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"For additional information ... " www.complete-review.com "... scouted an excellent article ..."
www.masternewmedia.org
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