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Was it changing where you placed the ads? the colors? the size of the ad blocks? adlinks make more than skyscrapers?
I've learned so much from the webmasters in this forum and I would like to thank all of you for the education, the knowledge, the experience that you come here with and are willing to share.
To start off, in my case, it made a large difference when I went from my first contrasting color ads, to blending in the colors. The left column gets more clicks than ads in the right column and the 728x90 adlinks at the top blending with your navigation does well also. Most of these things were learned right here at WW. Thanks again!
You are supposed to give the advertisers an atmosphere for good conversions so they make money, so the clicks are "worth it"! Good steady conversions > happy advertisers > nice eCPM > good profits.
If you page is not up to the task is is better to temporarily remove it from the mix until you can figure out what the prognosis is.
According to 21_blue eCPM is page & account calculated so if you have some "bad pennies" in the mix it can hurt your global scope. (or did I get that wrong?)
Oh yeah, if you wait long enough smart pricing finds the bad page and drops the eCPM which opens the page up for MFAa and alike to get in. Watch out cause they can migrate through your other pages like a virus if you are not diligent.
I only add one new page at a time and wait 3 days to see if it was succcessful and monitor it, then add the next.
1, moving from a right aligned skyscraper to a central large rectangle.
2, having just the one ad block per page.
3, blocking MFA's (probably the biggest change by far).
4, having ads only on pages where they work for me. Monetise other pages with different programs, and have quite a few ad-free pages.
5, putting adlinks on some pages (again, where they work for me).
My eCPM doubled on my higher pages in about a week or ten days time, after I did something else with the lower pages. Don't leave the pages naked, if you can't put YPN put something else like Linkshare, Kontera, Amazon, Chitika, Tribal Fusion etc. You can slowly examine one page at a time then and tune it up so it does better on AS and bring it back into the fold.
- Finding suitable colors for the ads
- Going from 468x60 to larger formats
- Discovering the power of the Preview Tool
As regards removing AdSense ads from "low performing" pages:
We did that about a year ago. The result? As we expected, our overall earnings decreased (by the amount that the low performing pages were earning). There was no positive effect whatsoever (neither short-term nor long-term). Therefore, we put the ads back and the earnings got back to the original level. (As for alternative ads, there are none that would work for us as good as AdSense).
The same goes for reducing the number of ad units per page (we have 3 per page). BTW (before someone starts telling us how smart priced we must be by now) we haven't seen any sort of smart pricing on our site (eCPM has been more or less constant -- if I ignore the short-term spikes -- since we began serving G ads a year ago, and our traffic more than tripled since that time).
[edited by: John_Carpenter at 10:30 am (utc) on June 13, 2006]