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More ads equals higher CTR?
More ads, not more ad units

 11:17 am on Oct 29, 2010 (gmt 0)

I received an email from an AdSense competitor announcing a new type of ad. If the ad unit is designed to typically display 4 ads, yet 7 ads (for example) are available, it will display all 7 ads in the same ad unit space.

Their research has shown this can increase CTR. One example is showing 6 ads in a unit vs. 3 ads in the same unit resulted in a 47% CTR increase during their testing.

I'm going to be doing some testing of my own.




 12:21 pm on Oct 29, 2010 (gmt 0)

I got that email as well. They say that the more ads in the units, the higher the CTR.

# of ads / CTR increase
4 = 32%
5 = 41%
6 = 47%
7 = 52%
8 = 55%
9 = 56%

The principle is simple: the bigger the ad unit (the 7 or even the 9 can occupy a lot of space), the more visible it becomes and users are more likely to click on them.

My site got featured in this advertising network's site before because of the huge, huge jump in our income from using one of their bigger ad units at the bottom of the articles (not this new ad unit, but the one they launched last year). It may look garish (heck, it IS garish and big), but the jump in income -- and they way it holds up month after month -- is really something to consider.

There's a right placement for it, though, as these big ad units don't really go well at the top of the content. We've put ours at the bottom and it really works. We used to have an Adsense large rectangle at the bottom, but decided to put all our Adsense above the fold and give this space to this competitor. So we're definitely trying this big ad unit this competitor has announced and see how it goes.


 12:28 pm on Oct 29, 2010 (gmt 0)

I think it has more to do with options. More ads = more options for visitors. Higher chance they will see something that interests them.

Higher CTR however does not always mean higher eCpM.


 1:00 pm on Oct 29, 2010 (gmt 0)

More ads = more options for visitors.

It's the same basic concept of AdSense using those arrows in ad units where visitors can click for more ads. But instead of relying on a visitor to click those arrows as with AdSense, the ads are automatically shown in this new ad unit being discussed.

I don't know how often visitors click on those arrows, but this new type ad unit might be something AdSense should consider.



 1:39 pm on Oct 29, 2010 (gmt 0)

This is the new CLU you are referring to?

The biggest problem I have with that company is actually previewing the ads and seeing if they are applicable to my widgets, for some reason I can't see them, no idea why, plus their EPC was usually about 33% of AdSense.

Let us know how this new one goes alika.


 2:00 pm on Oct 29, 2010 (gmt 0)

The biggest problem I have with that company is actually previewing the ads and seeing if they are applicable to my widgets, for some reason I can't see them, no idea why,...

The ads are not contextually based, they are based on the search terms the visitor used to get to your site. If you visit your site directly, you won't see ads. Although they do provide a work around for publishers.



 3:13 pm on Oct 29, 2010 (gmt 0)

I've tried one of these alternate ad networks that did exactly what you are describing. They used the referral to pull the query parameter and based ads in that.

For us, it still did not perform anywhere close to Adsense.


 6:15 pm on Oct 31, 2010 (gmt 0)

Why do folks sometimes appear so secretive in these forums! Can't anyone mention the company name?


 3:30 pm on Nov 1, 2010 (gmt 0)

I believe they are referring to Chikita.


 6:17 pm on Nov 3, 2010 (gmt 0)

Thank you for the information, fearlessrick!

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