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Some of the suggestions are pretty basic, such as adding additional pages to the rotation, and other seem counter-productive such as adding multiple ad blocks (it would seem that the conversion rate would drop, hurting smart pricing of EPC long term).
I'm curious as to how much assistance they are "giving" vs "getting" - it has a guinea pig feel to it. What better way to see how things perform than to convice webmasters to rearrange their ads and monitor the results. Of course people move ad locations and change colors etc. all the time, but maybe not specific types of ads on specific types of sites...who knows, I'll let you know what happens.
That is the reason I'm intrigued and a bit curious as to their motivations...it just seems a little weird, not conspiracy theory weird, just odd. I understand the obvious, you make more, they make more but IS that the motivation on G's part?
In my case my sites color scheme and adsense ads are identical, the color change they suggested creates a more distinct differentiation between my site and my content. Are they helping me or themselves? Maybe some visitors mistake the adsense ads for links on my site, maybe G wants to clarify that or establish guidelines/rules in the future based on these results....maybe