MikeNoLastName - 2:52 am on Nov 25, 2007 (gmt 0)
Thanks for the Link GreatStart.
Besides being unfortunately, 2 years old, in which case I suspect it is somewhat outdated, I think it raises more questions than it answers.
For instance it talks about factors determining the price of an ad, a key one being "the quality of an ad". Does this mean how well they think it is written, or it's CTR performance? The CTR can be affected from both sides (publisher & advertiser), in other words both by how rotten it is written, as well as say, how far down on a page it is placed. Why should one side be permitted to affect the other side's rating? It could be a perfectly good ad, but simply never get's noticed on a page due to the placement and thus never clicked.
Later it advises Not to remove adsense code from a low CTR SITE
because it may be the "best converting" site. However, one we have no way of knowing this, If the percentage of clicks that convert for an advertiser is admittedly THE VERY MOST IMPORTANT factor in an advertiser's ROI" shouldn't we be allowed to know it and do all we can to improve it? Like maybe having the option to block ads which aren't converting rather than wasting space for cheap on them?
More importantly how does Adwords know how well it is CONVERTING for an advertiser? Do they ask him? Is he honest, or does he lie to get a lower rate? If he is a competitor and he lies consistently, about you and he is one of only a few in a very narrow niche of advertisers you get, can it be intentionally used to hurt you? Does Suzie's careful wording confirm that ALL sites under an account are averaged together to determine an overall smart-pricing for the entire account, rather than site by site or page by page? Also hasn't it been highly discussed and pretty well proven (and confirmed, at least in my experience) that a lower CTR = worse smart pricing? Thus I have always found it advantageous to remove low CPM/Low CTR ad units contrary to Suzie's claim.