New AdWords policy enacted by Google could have long-ranging, perhaps
negative affects on content providers and publishers, blogger or otherwise.
By introducing the negative
site feature, advertisers can now select sites in order to block them from
displaying ads under their campaign. What kind of affect might this have on
those who feature Google ads on their blogs and websites? What determining factors
should an advertiser use when selecting what sites to allow or block?
One thing is for sure, those who rely on AdSense for income will be quite conscious
of what and what doesn't appear, content-wise, on their sites.
Adwords Advertisers Can Now Block Publishers Sites - Darren
Rowse
Jensense announces that Adwords advertisers can now negative
filter publisher sites - meaning that advertisers can now block an ad appearing
on your blog by simply adding its URL to their campaign filter (in a similar
way to publishers having the ability to block certain advertisers - seems only
fair really). The feature is known as the Negative
Site Feature (catchy name).
Whilst this is good news for advertisers and for publishers of high quality
sites - Jen observes that:
"publishers with less-than-quality sites could be hit, particularly if
advertisers are opting out simply based on appearances rather than conversion
data. Because some of those less-than-quality sites definitely do convert for
some advertisers, even if the sites don't appear as though they would convert
very well, some publishers could filter them on looks alone while not even considering
their ROI on these sites."
All In all I think that its a good move - it could draw more advertisers into
the system which means more demand for ads and higher click throughs. Of course
if you have a poor performing blog it could have negative impact.
AdSense has now added the heat map to their Optimisation
Tips page.
http://www.google.com/support/adsense/bin/static.py?page=tips.html
Certain locations tend to be more successful than others. This “heat
map” illustrates these ideal placements on a sample page layout. The colors
fade from dark orange (strongest performance) to light yellow (weakest performance).
All other things being equal, ad placements above the fold tend to perform better
than those below the fold. Ads placed near rich content and navigational aids
usually do well because users are focused on those areas of a page.
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