ADSENSE CASE STUDIES:

One Dozen Real-Life Examples Of How To, And How Not To, Implement Google AdSense

On Content-Based Sites

by Joel Comm www.AdSense-Secrets.com

©2005-2006 InfoMedia, Inc. & Joel Comm All Rights Reserved Worldwide

Contents Introduction............................................................................ 4 1. The Cybercafe Experiments — Experiments In Color ................ 5 2. DeadProgrammer — Lively Ads.............................................. 7 3. Anguilla Beaches — Picking The Best Spots............................. 9 4. PhysOrg.com — Reinventing The Science Of AdSense ............ 10 5. Ursula’s Not So Secret AdSense........................................... 13 6. BetaNews Does It Better .................................................... 14 7. DigitalPoint’s Ad Points ....................................................... 16 8. PHP’s Multiple Ads ............................................................. 17 9. Comfortable Ads From MomAtHome..................................... 20 10. Well-Used Ads At UsedMac................................................ 22 11. A Small Storefront On Berea Street.................................... 23 12. Sushi Ads ....................................................................... 24 Conclusion............................................................................ 26

Introduction

Welcome to the AdSense Case Studies guide. In this report, I’m

going to introduce you to a number of different sites, each of which uses AdSense to generate revenue for the publishers. Some of the strategies discussed within were initially discussed in my ebook, “What Google Never Told You About Making Money with AdSense.” Each site illustrates at least one feature that you could think of incorporating into your website. I’ll point out what that feature is, explain how it can be used on other sites and discuss any other features that I think the site uses well. None of these sites are perfect. I’ve yet to see a site using AdSense that is perfect — and that includes my own. I’m constantly reviewing my sites, checking my stats, looking at the changes that Google is introducing and trying to find ways to increase my revenues. Every site is always a work in progress. That’s really the point of this report: to help you to find ways to improve how your site uses AdSense. These case studies are simply intended to get you thinking about different strategies that you could use on your own site. Of course, what works on one site won’t necessarily work on another... but it might. And the idea might never have occurred to you if you hadn’t already seen it online somewhere else. Part of using AdSense is testing out different strategies, checking your stats and seeing which ones work best. These case studies illustrate a number of strategies with which you can experiment. These aren’t the only case studies I could have used to illustrate the features of AdSense. The Internet is full of websites that use AdSense and every single one is a case study. Whenever you see a site with AdSense, you should be thinking, “What can I learn by looking at this site? What would I have done to bring in greater revenues?” In this report, you’ll find twelve real examples of AdSense, each of which contains lessons both in what the publishers have done... and what they could have done.

1. The Cybercafe Experiments — Experiments In Color Max Limpag’s blog at http://max.limpag.com/ is a great example of the importance of matching. The site has two ad units, both well placed, but where the site is really outstanding is in its use of color. I’m going to talk about both of these topics but mostly I’m going to talk about color because that’s really where this site excels. The first ad unit is located directly above the blog. Max has gone for a horizontal ad unit and put it in the space above the headline of his first blog article as a leaderboard.

Fig. 1. Orange is the color at the Cybercafe. That makes it totally unmissable. The first thing that visitors to Max’s site are going to look for is the new story at the at top of the page. To see that story they’re going to have to look past that first ad unit. Normally, users would do exactly that: they’d look right past it, just as they look past banner ads on every other site. The reason users won’t look past these ads is that the orange font color is the same as the color

of the navigation bar... and here’s where it gets really interesting, the same as the color of all the links. In my book AdSense Secrets, I recommend that publishers match the color of the font on their ads with the color of the font of their text. I also say that the color of the link should be blue because blue is the standard Internet link color.

Max has gone for a different kind of matching and I think it works. He creates exactly the effect that matching should bring: an impression that ads are a part of the site and recommended by the publisher, not an addition brought in by an outside advertising company.

He also makes the background color of this ad unit white, the same as the background color of the text.

Would Max have better results if he changed the font color to grey

and made all his links blue? That’s exactly the sort of thing he’d have to test.

But what’s important here is that his ads match his site’s color

scheme so that they look like part of the site. This is true too of his second ad unit, which is in the right-hand

column, directly beneath his “about” section. Do you see the difference between this ad unit and the unit above

the blog? This one uses a grey background so that it blends into that part of the site. A very effective choice. Even the white background behind “Ads by Google” and “Advertise on this site” match the site’s color scheme.

Food For Thought...

Max has done a fantastic job with his choice of colors. If I were him

I’d be experimenting with blue links to make sure that the orange isn’t putting people off clicking but more important, I think, is the ads the units show.

I’ve looked at Max’s site over several days, and I’ve yet to see a

close connection between the topics Max was discussing on the blog and the ads he received.

This is a common problem with blogs, especially those that change

topics frequently. Ideally, you want to have one topic on each page so that you get accurate matching. If you can’t do that then you need to have plenty of keywords, especially in the titles, so that you’ll have some control over the ads you serve.

There’s little point in having great-looking ads that no one wants to

click.

2. DeadProgrammer — Lively Ads Max Limpag put a lot of effort into making the color schemes on his blog match. Deadprogrammer.com (http://www.deadprogrammer.com) does the opposite: he makes his ads stand out. The site uses a long, vertical ad unit on the left hand side. The left hand-side isn’t always the best place for an ad unit but this time, I think it works fine.

And the reason it works is because of the borders.

Fig. 2. DeadProgrammer’s lively borders. Ninety-five percent of the time, making the borders around the ad

unit the same color as the background color so that they disappear will increase your revenues. This is one of those odd times when borders are actually helpful.

They’re helpful here for two reasons. First, they match the borders around the articles on the blog. That

makes them look like part of the blog. If you didn’t notice the “Ads by Google” at the top of the unit, you’d think the ads for New York City tours had been put there by the publisher to help his readers. (It’s because there’s such a close link between the ads and the content of the blog that DeadProgrammer can get away with having such eye-catching pink titles.)

The second reason the site can use borders is that directly beneath

the ad unit it has a series of covers from books that the site is trying to promote.

Those book covers look like ads. I don’t know how many people click on them — I suspect it depends

on how much the site talks them up in the articles — but I can’t imagine many people are going to click on them because they look interesting.

The AdSense unit looks just like it’s a part of the site. The fact that

there are such obvious ad units directly beneath it makes that even clearer.

Food For Thought...

DeadProgrammer is a pretty good example of how borders can be

used to good effect when they match the borders used on the site, and the text of the ads matches the text of the articles.

If I were the publisher though, I’d also want to test using blue links

instead of pink in the ads. They’d stand out less but they’d match the headlines of the articles.

And I’d want to put another ad unit across the top, above the strip

that begins “about the author.” I think another ad unit would just fit perfectly and could generate a stream of extra clicks.

Fig. 3. Amazon’s ads make Google look good.

3. Anguilla Beaches — Picking The Best Spots Sometimes you don’t need to do much to create an effective AdSense unit. The people at www.anguilla-beaches.com have done an excellent job of incorporating their AdSense units into their sales text. There’s nothing really fancy here, just some smart matching and some excellent choices about the locations they’ve chosen to put the ad units. They’ve kept the links blue and they’ve matched the background color of the unit with the background color of the site to ensure that it doesn’t stand out on the page. What they’ve done really well though is to incorporate the ad unit in the text so that the text wraps around it. A lot of websites do this and I think it’s very important. When you’ve got a lot of good content on your site, you don’t want to force your users to hunt around to find the ads. They won’t do it. If the eyeballs won’t come to you, you need to go to the eyeballs.

Fig. 4. Great views from Anguilla-Beaches There are a few rules to follow when you embed ad units into text in this way. As always, you need to make sure the ads look exactly the same as the text: same color, same formatting.

If you look at print magazines, you’ll see that many of them use sidebars to add extra information to articles that readers can absorb with a glance. That’s what you want these embedded ad units to look like.

You should also put them above the fold, at the beginning of the article.

The first thing someone’s going to do when they reach a page full of

text is give the top of the article a glance to see if it’s worth reading. That’s the best chance your ads have of catching their eye.

Put your ads in the text at the beginning of the article and in a way

that blends onto the page, and you’ll attract attention.

Food For Thought... It is important when you use this method to follow the rules. Once

the reader gets into the article, these sorts of ad units can quickly become obstacles that have to be read around.

4. PhysOrg.com — Reinventing The Science Of AdSense At Anguilla-Beaches.com, we saw how effective just the simplest type of embedding can be. But what happens when you make it a bit more complex? PhysOrg.com (www.physorg.com) is a great example of how complex you can make this embedding — and why some rules are most powerful when they’re broken. The site offers news about science and contains hundreds of pages of news articles. Each page has been very well optimized for AdSense. A typical page has two ad units. The first ad unit is in a very prominent position, directly beneath a summary of the article.

Fig. 5. Article summaries make ads look like bullets. I love the way they’ve done this. I think there’s example here for anyone who posts articles on their website. The ads just look like bullet points joined to the summary. You can’t help but read them.

As if that wasn’t smart enough, the site has also done some excellent work at putting the ads inside the article.

Remember that rule about putting the embedded ad units at the

top of the article? PhysOrg.com have ignored it. They’ve already got one unit up there; they don’t need another.

Their ad unit comes about two thirds of the way down the article.

Fig. 6. Priming the reader.

But here’s the clever bit. About a third of the way down the article,

on the right-hand side, there’s a breaking news column that looks almost exactly like the ad units.

Fig. 7. Ads by Google and Breaking news. Spot the difference.

Readers will certainly read the breaking news column. When they reach the second ad unit, they’ll take in the formatting and assume it’s got the same sort of interesting information.

What could you use to prime your readers before they reach your

ad unit?

Food For Thought... The people at PhysOrg.com have really done an outstanding job.

They’ve certainly given me plenty to think about. The only thing I would look to improve is to try to match the colors of the breaking news column even more closely to the ad unit.

I’d also see if the removing the border from the first ad unit

affected the CTR. Apart from that, I wouldn’t change a thing.

5. Ursula’s Not So Secret AdSense One of the reasons that you should always be surfing the Web with your eyes open for good AdSense examples is that you can never tell when you’re going to hit on something that just makes you go “hmm”. Ursula Barzey’s blog (www.barzey.com) uses AdSense in a way that’s almost designed to make you miss the ads. There’s just one small unit with two ads in the right hand column well below the fold. It’s got a border, the colors don’t match the site and... it’s got the word “Advertisements” in big, bold black letters right above the unit. And yet I saw it. Okay, I didn’t click the ads — I could see they were ads — but nor did I blank them out in the way that any normal ad-blind person would have done. If Ursula can do so many things wrong with her AdSense unit, why was the result so right? The answer is her cat. Directly above her AdSense unit, Ursula has a photograph of her cat. That cat caught my eye and from there it was just a short step to her ad units. There has to be a lesson there. It’s well known that Google’s image ads look too much like ads to be fully effective. But the fact is, eyes are attracted to images much better than they’re attracted to text. Ursula’s pictures help her ads to attract attention, and presumably clicks that she would otherwise have missed. What sort of pictures can you put near your ad units to help them attract attention? Food For Thought...

There are so many techniques to test on Ursula’s AdSense earnings, starting with three-way matching removing the borders and of course getting rids of the big “Advertisements” slogan that practically tells people not to click. She could also include more ad units including at least one above the fold over the text and another beneath her own picture.

But the cat was a great idea.

Fig. 8. Help from a furry friend.

6. BetaNews Does It Better So far we’ve been talking about ad units. At BetaNews.com (www.betanews.com), we see a pretty good example of the use of a link unit. BetaNews actually uses two AdSense units. A large rectangular ad unit has been inserted into the article above the fold in the same way as at Anguilla-Beaches.com. The border has been removed, the background matches the background of the Web page and the links are blue, the same color as links throughout the page. So far so good. At the very top of the page though is a 728 x 15 link unit.

Fig. 9. Starting with a link unit. These sorts of units have their uses, but they’re very easy to miss. On the whole, I think they’re probably best used in forums between entries, but again, what makes BetaNews a great example is what they’ve put near the ads. Directly beneath the link unit is a line with links to “Print this article,” “Email this article” and “Comment on this article.” These links, like the links in the headlines column on the right and in the name of the article’s author, are all in Web-standard blue. They draw the ads on the link unit into the article and out of the advertising zone. Like Barzey.com, this is a great example of how the setting that surrounds the advert can affect how those ads are seen by users. When you see a site that works in this way, you should be asking what surrounds your ad units — and what effect it has on the ads. Food For Thought... What you put near your ad unit can have negative as well as positive effects. We can see both those effects pretty clearly in BetaNews. While the links beneath the link unit pull it into the article, the banner above it screams “Ad!” Those two are much too close together.

I doubt that that banner ad is getting many clicks. I’d also suspect that it’s preventing the link unit from getting all the clicks it should receive too. Even just an extra break between the banner and the link unit could be enough to raise revenues. (I’m not so sure about taking out the banner altogether, although that could certainly be something worth trying. I quite like the idea of having a banner that screams “ad” and directly beneath it a more subtle ad that slips in under the radar). On the whole though, it’s just a question of putting the right visuals around your ads — and in the right way.

7. DigitalPoint’s Ad Points In the previous case study, I mentioned that link units can be useful for inserting into forums. You can slip them between entries so that they look like part of the discussion. DigitalPoint’s forums (http://forums.digitalpoint.com) take this a step further. They insert entire ad units into their threads. In fact, they do this so well that it’s a great illustration of just how much you can achieve when you employ three-way matching. The ads are placed inside the same tables used to house forum entries so that they look parts of the forum. The background color is the same as is the link color, which in this case is green and there are no borders around the ads themselves. Users are browsing that forum are going to find it just about impossible to miss those ads. But for some reason, the publishers have chosen to use a graphic ad in this spot. I think that’s a mistake. The only other graphics on the page are the avatars used by the site’s users. The graphic ad looks nothing like those. It works against the power of matching. It’s possible that the publishers of DigitalPoint have experimented with text ads and graphic ads in that space, and found that graphic ads pay more. But I know that the first thought that went through my mind — after noticing how well they’d blended the ad unit into the page — was what was the difference between graphic ads and text ads in that space? I could be wrong but I suspect the text ads would do better. That’s exactly the sort of thing you could experiment with though.

Fig. 10. Ads that look like forum entries. Food For Thought...

While DigitalPoint has given an outstanding demonstration of the power of matching in a forum, like every good site, it does make you wonder how you could build on that success to generate even more revenue. Apart from experimenting with text ads, I wonder if more ad units would generate more clicks. The forum does have another ad unit at the top of the page on the right, but it’s in a different color, it’s outside the body of the forum and I doubt that it receives many clicks. Inserting more ad units between the forum entries though could help the site appear to be giving more content and that might generate more interest. Again, only constant experimentation is going to supply the answer.

8. PHP’s Multiple Ads So I suggested that a site with a forum might want to experiment with placing a series of ads between the entries to increase the chances of picking up extra clicks.

Fig. 11. Start with a leaderboard in matching colors... Multiple ads is the approach taken by the blog at PHPMagazine.net (www.phpmagazine.net). They’ve placed a leaderboard at the very top of the page, nicely matched to the rest of the page. Again, there’s no border, the orange link color matches the link color used throughout the page — and interestingly, it also matches the color of the headlines.

I’d love to know what sort of results that sort of matching brings. I can’t help but wonder whether using the same color for links that the site uses for headlines that don’t link will confuse users into not clicking.

But on the other hand, it does make the ads look like blog

headlines which means they’re more likely to be read. Again, that’s an idea that we can all try out. The second ad is a referral ad that sits in its own space on the right

hand side. It stands out nicely, it’s suitably eyecatching... and the fact that it looks like an iPod doesn’t hurt either.

The next ad unit comes further down the page, and follows a Chitika ad. What I like about this placement is that it’s right opposite the links to the Archives and to the Top Read Posts. I think that’s a great idea. When the user reaches this part of the page, he’s going to have to stop reading and start browsing lists. The ads

look like a list, so they’re delivered just when the user is most likely to read them. That’s outstanding.

And the last ad unit comes close to the end. What’s noticeable about these ads is that there’s nothing on the right at all. There are no other links and nothing to distract the reader’s eye. Why is that a good thing here when putting the ads next to other links was a good idea earlier on the page?

Because these ads appear at the bottom of the page.

Fig. 11. ...offset the ads with other links...

If the user has reached this far, he’s not going to want to look at a complicated page filled with all sorts of text. He’s just going to want to pick up the information he sees with one glance. That’s what’s going to happen when he meets these ads.

If you’re thinking of filling a long page with multiple ads, this is a

great example of the sorts of issues worth considering as you place the units on different parts of the page.

Food For Thought...

I think PHPMagazine.net has done outstanding job with multiple ads. Aside from the question of making links and headlines the same color, I’d only wonder whether a link unit could work on the right would create more clicks than one of the ad units in the body of the text.

That’s something I’d want to try, but it’s certainly possible that PHPMagazine has already done it and found his current set-up the most profitable. Fig. 12. ...and finish with a highlight.

9. Comfortable Ads From MomAtHome The biggest reason I wanted to include this case study is that it’s just so attractive. It’s not the only reason, but it’s the main one. Momathome.com (www.momathome.com) is Judi Sohn’s blog. At the top of the page she has a very attractive photo of flowers that dissolve into hand-drawn petals, a pen and a hand. It’s a beautiful picture that your eye is immediately drawn towards. And here’s where it gets good. Judi has placed her ad unit directly beneath that picture... and she’s used the color of the flowers as the color of her ad links. That’s a great piece of unique matching. It’s a little unconventional but it works. The reason it works is that Judi has drawn a connection between her attractive design and the ads. (She also uses little blue flowers at the beginning of each headline).

Fig. 13. Matching ads to beautiful images.

The other reason that the ads are so outstanding of course, is the placement. The ad unit is placed right at the very top of the page, before even the first article. It’s very front and forward: the first thing that the user sees before he even reaches the text.

And there’s nothing wrong with that. So how could you apply this strategy in your own site? If you’ve got

an image on your site that you know draws people’s attention then you could try matching the ads with a color on that image. That could be a picture at the top of the page on the side or anywhere else.

I’d steer clear of matching them with the colors on banner ads

though. That would associate the units with advertisements. Food For Thought... Judi also has an AdSense referral button in the left hand column and a small text link unit immediately beneath her list of category headings. Again, that’s a great example of the correct place to put link units: directly beneath other lists so that they look like part of the site. But I have to admit, I didn’t notice that unit down there at first. I expected there to be one because it’s such a great place to put it and Judi is clearly no AdSense newbie. But I missed it the first time I looked. I can’t help but wonder if this isn’t a case when being bold and putting in a nice big unit wouldn’t bring bigger results.

Again, something to test.

10. Well-Used Ads At UsedMac Judi at Momathome.com put her main ad unit right at the top of the page. Our next case study uses a similar strategy but in a very different way. UsedMac.ca (www.usedmac.ca) is a commercial site that contains nothing but ad listings. That makes it very easy to insert an ad unit and the publisher could have done it in all sorts of different ways.

He could have run ad units as an extra column on the side of the page. He could put in a horizontal link unit to separate sections. He could have added a small link unit at the bottom of the category columns. All of those options would have been conventional choices that could have worked pretty well, I think.

But at UsedMac.Ca, they’ve done something pretty special. At the top of the page, directly beneath the navigation bar, they’ve

put a horizontal ad unit. Beneath that, they’ve put a series of Chitika ads.

Fig. 14. All ads all the time at UsedMac.ca.

There’s been a lot of talk about Chitika ads since their launch. They look great, the tabs make them very tempting for users and you can use as many of them as you wish. (There has also been a lot of criticism about the revenues they generate though, with audits slashing incomes by as much as 70 percent).

On this page, they complement the AdSense ads very well. That

entire section becomes a place to find interesting opportunities. Even if users’ eyes will be drawn first towards the images in Chitika’s eMiniMalls,

they’ll move naturally from there to see if there is anything more interesting in the units above.

It’s a very unique way to use two different kinds of ads in a

complementary manner. I think this is a great method to use on directory sites. On other

kinds of sites though, I’d want to try mixing and matching the two different kinds of ads, putting them in different places so that if users don’t click in one place, they might click in another.

UsedMac.ca does show one very good way of putting them together

though.

Food For Thought... On its internal pages, UsedMac.ca abandons the Chitika ads and

uses just an AdSense leaderboard. I found that when I viewed those pages, the first thing I did was scroll down to look at the picture of the computer offered for sale. In doing that, I’d pushed the ads out of sight. A rectangular ad unit next to the picture might generate some extra clicks.

The point though is to be aware of what happens when people

reach a Web page. If the most attractive part of the page is on the fold, you might find that your leaderboard ads get lost in the scroll.

11. A Small Storefront On Berea Street

We’ve seen pretty sophisticated ways to use AdUnits. We’ve seen them paired up with clever designs, dropped in smart locations and complemented by other ads. In this case study, we’re going to see that sometimes you really don’t need to do anything too special to have success with AdSense. Roger Johansson of 456BereaStreet.com (www.456bereastreet.com) has used two AdSense units above the fold at his blog. The first is a text link unit that runs under the navigation bar without a border, in a white background color and red links, the same color as the links on the rest of the site. He’s then used a second ad unit button in the right hand column under the search box. It’s very simple and very subtle. Users don’t have a giant choice of ads to read — there’s just the one. It’s above the fold and in a very prominent place, right next to the first article on the blog.

It’s the simplicity of the ad that makes it so attractive. The user isn’t asked to make a big investment when he looks at it. He can just glance, read the ad and decide whether not to click. Food For Thought... Publishers spend so much time thinking about ways to improve earnings that I think sometimes there’s a danger of doing too much. Could Roger have earned more with a larger ad unit in that space? I’m guessing he tried it and found that keeping it simple pays more. It’s the kind of thought that makes you wonder whether simplifying the ads on your page wouldn’t produce more results.

Fig. 14. Keeping it simple on Berea Street.

12. Sushi Ads Finally, the last case study is another great example of clever placement. Japanesediet.info (www.japanesediet.info) is stuffed with articles about the benefits of eating Japanese food. Or rather it’s full of summaries and links to articles on other sites about Japanese food. Beneath each of those summaries is an ad unit. Again, there are no borders, the unit is in the main text block and the link color, green this time, matches the link color on the rest of the site.

But where this site excels is in its use of keywords. Each ad unit serves up different kinds of ads that match the content of the small description above it. So when the site mentions an article about green tea, the ad unit is serving ads about green tea. And when it’s discussing weight loss, the unit is serving ads about weight loss. And because users are only given an introduction to the article, and are forced to click somewhere if they want to read on, there’s as good a chance they’ll click on the ads as on the link to the article.

Fig. 15. Introducing... ads. Food For Thought... Most sites, especially blogs, try to stuff as many articles as they can onto one page. But adding more pages would create more opportunities to place more ads. And putting introductions to each of those articles on the home page, just as Japanesediet.info has done, could create a whole range of new opportunities to attract ad clicks. It might mean a big site redesign for many, but as a way of creating a home page, I think it’s pretty smart.

Conclusion In this report, we’ve seen a number of examples of different ways of using AdSense. We’ve seen sites that make clever use of placement, sites that make smart use of colors, and sites that do well by being complemented with other elements on the page. All of these case studies are simply meant to provide ideas about things that you can do on your site. You should have found plenty of ideas here to think about. Now all you have to do is test some of those ideas on your site, follow the stats and see which give you more cash! I hope you have enjoyed this special report. For more case studies, to have your own site critiqued or to discuss the latest AdSense money-making techniques, visit AdSenseChat.com.

At AdSenseChat.com, thousands of AdSense publishers discuss strategies for making money online and share helpful suggestions for those who want to learn more. Membership is free as of this writing and it is a incredibly valuable resource that you won’t want to miss.

For more about making money with AdSense, go to http://www.adsense-secrets.com

About the Author Joel Comm is an Internet entrepreneur who has been building successful web sites since 1995. Dedicated to providing a family-friendly Internet experience, Joel’s flagship site, WorldVillage.com, continues to be a popular family-safe portal. Joel is the co-creator of Yahoo! Games and co-author of Internet Family Fun: The Parent’s Guide to Safe Surfing (1997, No Starch Press). He is the self-appointed Mayor of WorldVillage.com and author of the best-selling ebook, “What Google Never Told You About Making Money with

AdSense” Joel’s sites include: DealofDay.com - a popular bargain-hunting community FamilyFirst.com – Family-friendly sites reviews SafetySurf.com – Parental control products and services JoelComm.com – Joel’s Weblog AdSenseChat.com – Google AdSense Member Forums To contact Joel, send email to joel@joelcomm.com

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