Il blog di AxuraBlog

Spunti e conversazioni di un'agenzia specializzata in interazioni digitali

  • Categorie articoli
  • AdSense
  • AdWords
  • Chatbot
  • Clienti
  • Consigli
  • Content marketing
  • Crowdfunding
  • E-commerce
  • Formazione
  • Formazione online
  • Generale
  • Inbound Marketing
  • Landing page
  • Letture
  • Marketing
  • Mobile
  • Mobile marketing
  • Native advertising
  • Newsletter
  • Outbound Marketing
  • Presenze internet
  • Pubblicità Online
  • Rants
  • Restyling siti web
  • Riflessioni
  • SEO
  • SERP
  • Servizi utili
  • Sfide
  • Smart Working
  • Social Gaming
  • Social Media Marketing
  • Social Network
  • Video explainer
  • YouTube
chiudi
Ti trovi qui: Home / AdSense / Google AdSense optimization, the sooner the better!

Google AdSense optimization, the sooner the better!

Alberto Giacobone 13 Agosto 2013 tempo di lettura: 10'

Monetizing content is a juggler's job, you have to balance the interests of multiple stakeholders and make lots of choices .. but wait, frozen yogurt?! ;)
Monetizing content is a juggler’s job, you have to balance the interests of multiple stakeholders 😉

Today’s post is about our agency’s recent qualification as a Google AdSense Certified Partner: to summarize, we are fully trained to help other fellow publishers ( we are one too!) improve the revenue they make out of their online content ( or – if you look at it from a different perspective – not leaving on the table fair revenue they could make ). The keyword to keep strongly in mind here is: long term optimization.

Let’s get some context.

Some people ( and companies ) out there make a revenue using a monetization program run by Google, called Google AdSense (which, by the way, just turned 10 years old): some make less and some more; for some it’s just a small part of their revenue, for others it’s quite an hefty chunk of it.

How much money Google AdSense moves? The actual amount is north of 10 billion dollars, and a good number of online content providers ( the actual number is around 100.000 ) in 2012 shared a rather interesting pie: 7 billion dollars.

Quite some numbers, which make Google AdSense “the monetization program” of reference.

It’s not all bells and whistles, of course: many jump on board the program run by Google skipping corners and trying to get “fast money”, bending the strict rules of the program or plain breaking them. The outcome? Usually a lifetime ban, which is ultimately there to protect the quality of the experience for those that pay the bills ( advertisers and content users) and as well, the efforts of the publishers that play along the rules.

Monetizing properly content through advertising is a juggler’s job, as you really have to balance the value you bring to multiple stakeholders: content users, advertisers, search engines all call for proper attention. It’s actually multiple contextual balances, depending on the various combinations, and when you throw the “time” variable in the picture, it really gets complicated.

Let’s pretend you have a blog and let’s say you’ve written a great article about frozen yogurt, suggesting interesting toppings.

You would like to monetize your effort, and you put an ad space on the post page, say along side the article you wrote. You actually make little out of it, as once people focus on the article ( which is engaging ), they tend to ignore other page areas.

So you have an idea, and put an extra ad space on the bottom of the article: that’s great, but still, not making you much, how comes? After some unraveling, you discover that after all, the title is not a real hook, and visitors just bounce back to where they came from.

That’s when you get your ha-ha moment, and put an extra ad space just under the title, but since you have little space there, you end up with a very small ad unit.

What you are missing is that small ad units have less inventory, so they usually convert for less, but you’re not really aware of it because what it really boils down to is that you love frozen yogurt and you found great ways to mix toppins, and you just wanted to share it with the world and why not, make some money out of it.

And look at that post page now: it’s full of ad spaces, and if you let things continue on that trend, its soon going to be crowded with inline advertising, interstitials, etc.

It’s an “everybody looses” scenario: the content users really get upset when they end up into this type of sites, as they have to fight their way through content and ultimately, they’d rather not come back. The advertisers might get clicks, but how much “intent” is there in these click and how much are they out of desperation? The publisher itself might not notice, but people is not “sticking” to his site, his efforts to have people come back become harder and harder, and ultimately he has to put in more efforts for less outcome.

There are, of course, better ways. See, something that made – among other things – Google Adsense’s success, is their algorithm, that picks “relevant” advertising out of the pool, to display it to the content user: if there’s something out there that can be called “useful advertising”, the closest expression of it you can find is what Google worked out with its fine tuning (not always so, but to a good extent).

With this in mind, our frozen yogurt toppings expert could have actually achieved more out of his efforts?

This is where optimization steps in: finding a proper balance between revenue and the overall experience of all the stakeholders.

In the specific case, it could be that the best outcome for everyone is not leading the content user to get out of the site, but to subscribe to a weekly frozen yogurts toppings tips, engaging him to return to the site over and over, and get exposed to more content that is suitable for proper monetization ( say, e.g. an article about getting all your frozen yogurt without going bankrupt and actually starting your frozen yogurt business ).

Content users are not all the same: they come from different paths, use different devices ( and smartphones are rapidly becoming “the device” ), and different attention spans, etc.

A proper long term optimization plan takes this all in account and not only improves the per visit revenue a publishers makes, but also improves the overall health of his online property, making it more appealing to the various stakeholders and ultimately, helping him build a brand.

It’s never too early to start “optimizing”, nor too late: as a publisher, you just have to keep your balance and not scramble when you realize how much you left on the table.

Frozen yogurt, anyone?

If you’d like to read more about our monetization optimization services, browse at http://adsense.axura.com/en/, we’ll be glad to help!

Questo approfondimento ti è stato utile? Vuoi ricevere circa una volta al mese in mail gli ultimi articoli del nostro blog con le novità più interessanti e numerosi approfondimenti su digital marketing, social, SEO e molto altro? Iscriviti alla nostra newsletter!

Categorie: AdSense
Tag: adsense, optimization

Autore

+Alberto Giacobone, classe 1975: sono un "quasi" nativo digitale mesmerizzato da internet e le sue possibilità. Tra le altre cose, ho avuto il piacere di raccontare e condividere in aziende come Google o enti come l'Università degli Studi di Pavia l'esperienza maturata nello sviluppo di progetti internet e mi sono ritrovato giurato ad un evento dedicato alle start up in quel di Monza ;)

Per chi ha piacere, restiamo in contatto via Linkedin? (scrivetemi due righe di presentazione con la richiesta di contatto!)

Ultimi articoli

  • Storydoing: 9 esempi di imprese che mettono in pratica i valori aziendali 30 Marzo 2021
  • Social media trends 2021: 9 + 1 previsioni sui social per il nuovo anno 29 Dicembre 2020
  • Corsi gratis online in italiano per aumentare le competenze digitali: 9 risorse di qualità e altri spunti! 21 Luglio 2020
  • I KPI del content marketing: misurare quelli giusti per raggiungere i propri obiettivi 14 Luglio 2020
  • Dallo storytelling ai 3 storydoing aziendali: come far crescere brand e aziende con azioni concrete 22 Maggio 2020

Ebook gratis

Scopri i nostri approfondimenti gratuiti, vere e proprie guide con indicazioni passo passo, consigli ed esempi:

  • Guida gratuita ai siti web aziendali
  • Guida gratuita ai blog aziendali
  • Guida gratuita alle pagine facebook aziendali
torna su

Seguici anche su

  • LinkedIn
  • Facebook
  • Twitter
  • YouTube

Categorie

  • AdSense
  • AdWords
  • Chatbot
  • Clienti
  • Consigli
  • Content marketing
  • Crowdfunding
  • E-commerce
  • Formazione
  • Formazione online
  • Generale
  • Inbound Marketing
  • Landing page
  • Letture
  • Marketing
  • Mobile
  • Mobile marketing
  • Native advertising
  • Newsletter
  • Outbound Marketing
  • Presenze internet
  • Pubblicità Online
  • Rants
  • Restyling siti web
  • Riflessioni
  • SEO
  • SERP
  • Servizi utili
  • Sfide
  • Smart Working
  • Social Gaming
  • Social Media Marketing
  • Social Network
  • Video explainer
  • YouTube

Chi è Axura?

Quando si pensa ad una web agency, il primo pensiero è: "sono quelli che ti fanno il sito". In effetti, è quello che molti si limitano a fare, sulla base delle richieste più o meno adeguate di un committente.

Il nostro vero mestiere? Aiutare le imprese a cogliere le opportunità di internet, individuando quelle adeguate per il cliente, aiutandolo a farle proprie. Questo poi si traduce anche nella realizzazione di siti web, applicazioni, concorsi online, videoracconti e molto altro, ma quello che conta è il loro comune denominatore: sono la realizzazione di una precisa strategia digitale, concordata insieme al cliente, che punta a metterlo in grado di competere al meglio attraverso il corretto impiego di tecnologie e strumenti in rapidissima evoluzione, ormai determinanti nel fare impresa.






© 2002 - 2021 AXURA s.r.l. unipersonale
P.IVA / CF IT03690040963
REA MB 1694916 Capitale € 10.000 I.V
Via Fiume 13, Vimercate (MB) | tel 039.667486
Privacy Policy | Cookie Policy