Google Adsense performs differently for different publishers. Partly this is
due to the niche or sub-niche that their web site covers, but other
times it is because of a lack of experience when working with this
publishing platform.Good Positioning
There are heat maps available from Google and other sources that attempt to isolate the path that the visitors' eye moves over when first viewing a web site.
If it is possible to place ad blocks in the most popular places that the eye looks at, then it is likely that this will result in more ad clicks. To a certain extent, site visitors have “ad blindness” and don't see the ads, so placing them in the most obvious locations is best.
Just below the title of a post is a good position. At the very end of the post is also a good spot. The top right-hand sidebar is also good. The lower the advert is placed down a sidebar, the less clicks it will receive.
The worst position is often as a leaderboard banner above the title or header of the site or as a background image as advert which some gaming sites try to use to little positive results.
Appropriate Colors
Coloring is important for adverts because if they are glaring in their color choices, then visitors will try to ignore them. Similarly, animated or flashing animations will only irritate the visitors who will avoid such adverts intentionally. Subtly is much better suited to successful online adverts.
It is possible to change the colors that are used for the Adsense ads places on a site. The background shade and foreground font colors can be modified to better mimic the design or theme of the site. This way, the ads look and feel more in keeping with the overall aesthetic of the web site rather than something that was bolted on over the top. Because of this, visitors are more willing to interact with the ads and possibly click on them, generating a return to the publisher/site owner.
Reducing Number of Ad Blocks
Google doesn't like to see more than 3-4 ad blocks in most cases for Adsense. Bear in mind that a site owner might ad a couple of other ad blocks from a different ad network like BuySellAds or they might add product promotional banners as affiliate links, in which case a home page or inner page can start to look awful crowded. Google has started to penalize sites that overdo the advertising.
In terms of return on investment, too many Adsense ads can drastically reduce the return for publishers too. Monitoring the click-thru rates of different ad blocks and removing the under-performing ones can actually increase the click-thru rate on the others sufficient to more than cover the loss of ad revenue from the removal.
In terms of design, the web page can look less cluttered, easier to navigate and leave more space for actual content when fewer ads are shown. Visitors appreciate this and also tend to take greater note of the ads that are shown, rather than avoid looking at any of them due to sensory overload leading to “ad blindness.”
Tweaking
Spending an hour once a month to look at the ad statistics and making changes to colors, positioning, ad performance and total number of ads on a single page can really help to fine tune ad performance. In many cases, publishers can significantly increase their earnings with the same level of traffic just by being smart about how and where ads and affiliate promotion are placed on the site.
Adsense Rules
Be sure to keep abreast of the Adsense publisher rules as they are quite specific and do change from time to time. Pay particular attention to many ad blocks are allowed and anything else specific that should not be broken like allowable content. Breaching any of these rules can lead to a frozen Adsense account which will affect all sites owned that are using the single Adsense publisher ID.
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