martinibuster - 4:00 pm on Mar 7, 2013 (gmt 0)
There are several definitions of the word, Teardown. I am using the definition related to reverse engineering an object to find out what makes it work. For our purposes we are reviewing an AdSense Case Study site and figuring out why Google feels publishers should take note of it.
RealCarTips.com [realcartips.com] is a site about buying new cars. Please take a look at it and let us know why you think this site was selected by Google to be featured on the home page of AdSense.
New Car searches seem to have a lot of inventory. This niche has traditionally been a high margin industry heavy on advertising so it would be no surprise if this historic trend carried over to online advertising. Certainly a keyword phrase such as New Car Deals features a healthy inventory in the regular Google search.
Could the navigation be any simpler? Big green tab-style navigation at the top of the page. This is a characteristic Google encouraged publishers at the last Learn with Google event in Manhattan. They encouraged publishers to make it easy for site visitors to find what they want and click through to it. RealCarTips.com does that in spades with the tabbed nav panel.
Then there's a table of content at the left hand side. Labeling it Table of Content is an interesting strategy because it encourages browsing as well as the conceptualization of the site as something similar to a book or a pamphlet guide. On the right side are links to related top level sections. Again, following Google recommendations of pulling site visitors deep into the site. Further down on the left hand side there are more links to differently themed by related content, used cars, leasing, financing, etc. Overall I think the publisher did a great job of categorizing the site content then placing links to it all on the home page without making it look like a Big Page-O-Links.
There's more to the site but check this out. How many clicks does it take to get to an AdSense ad?