This article can be considered a continuation and addition to the “Aiming light on key phrases”. I think this information is very useful to those who work with AdSense. At least, this post made me think about the future of some projects, sharpened by Google AdSense.
By the way about Google. The other day I came across a young portal Reputation. ru, so there from all the companies Yandex and Google in reputation in the first place. You can see for yourself. (And you can leave a complaint if you wish 🙂). I wonder what will happen from this service in the future? In the bourgeoisie such are popular. The idea is, in principle, correct.
But back to the subject. If you're working with AdSense, then you probably know that they have such a thing as smart-pricing . This is when the low performance of one site pulls other sites assigned to the same account, and as a result, the webmaster's total profit falls.
But the most interesting thing here is that these low rates here are not a low CTR of ads, but inappropriate traffic from your site. If Google sees that slag goes to the advertiser's site, it knocks down the cost of specific ads on a specific site (consequently, webmasters' revenues from one click fall) and underestimates the performance across the entire grid of sites. Google penalizes the site not for a small number of clicks, but for the fact that it is not optimized enough for advertisements and is unable to attract targeted traffic to the advertiser's site.
Conclusion: the more targeted the traffic is to the advertiser, the greater will be the CPC for your sites. And CTR has nothing to do with it.
For example, let's take two blogs: the first is EverythingAboutWidgets. com (blog A), the second - BlueWidgets. com (blog B) (the names were taken from the ceiling).
Blog A contains on the main page excerpts of the last few posts and the link is “Read more ...” for the full article. The headings of these posts are: “All about blue widgets”, “All about red widgets”, "All about green widgets." AdSense bot, by visiting the main page of this blog, reasonably decides that the blog is dedicated to (1) widgets in general and (2) blue, red and green widgets in particular. Based on this data, he will pull ads to the site.
At the same time, there is only one post on the main page of blog B. It is dedicated to blue widgets. All other blog posts are also dedicated to blue widgets. Consequently, the bot will put ads on this blog only on blue widgets.
Let's also imagine that both blogs are perfectly sharpened for their key phrases and their owners managed to bring them to the first places by their keywords: blog A by the word “widgets”, blog B by the phrase “blue widgets”. Both blogs have good search traffic and some visitors, of course, click on contextual advertising. But in the first case, they click not only on advertising widgets in general, but also on advertising multi-colored widgets, and in the second case - only on advertising blue widgets.
For Blog A, Google will pay the maximum CPC for clicks on widget ads in general, but for color widgets it will knock this bid, because initially visitors were looking for widgets in general, and therefore conversion of advertisers offering blue, red and others widgets for this traffic will be slightly lower than for traffic, which initially will only search for blue widgets (blog B).
It is unlikely that Google will apply penalties to blog A (traffic though not perfect, but still targeted), but it will certainly lower the CPC for less relevant ads and will not insert into blocks ads with the highest return.
But blog B will get everything it deserves: relevant ads and the highest CPC. And all because his visitors will come to the blog at the request of “blue widgets” and click on ads that are sharpened by blue widgets, that is, the blog will merge the advertiser with absolutely targeted traffic.
The result is : The advertiser's ads with the highest quality score and the highest yield (CPCxCTR) are placed on sites that are perfectly tailored for these ads, and vice versa: the webmaster who hones the entire blog with narrow traffic gets the most profitable ads. Win-win. 1> Now giving We’ll see that visitors come to both mentioned blogs not from search, but from social networks. In such a situation, blogs automatically fall into the risk zone. Google knows how social traffic can be “targeted”, and therefore it will knock down CPC for ads to somehow compensate the advertiser for the losses from attracting “junk” traffic.
Therefore, if o most of the visitors come to your site from social networks, it’s better to remove AdSense from it and use alternatives.
How can you determine if you are doing the right thing with a website / blog and have you not been sanctioned by Google?
This is done very simply. If you hone a blog for visitors from the United States, you should observe an increase in the cost of clicks on advertising during the time when the American surfers will be online. If there is no increase, it means that a lot of people from other countries come to your blog (the cost of ads is noticeably lower) or untargeted traffic is coming to the blog.
In such cases, it is better for you to temporarily remove AdSense blocks from the pages of your blog and work on optimizing it.
So in order to squeeze the maximum out of AdSense, you should:
Naturally, you can take not by quality but by quantity, this will be more convenient for you. But in this case, you can not count on expensive clicks.
And one more thing: removing ad units from sites that have brought Google into your account by smart-pricing raises the karma of other sites and increases the cost of clicks on these sites. Evidence is presented here (in English, but if the profits from the sites are short after the exclusion of one of the low-profit blogs, the author increased by 10-30%, and on one blog it doubled).