Insider Tactics - Internet Marketing Training
AdSense Training Course
that terms in blue are explained in more detail in the
Your AdSense revenue is generated for you when
someone clicks on an AdSense ad on your site. Google charges
the advertiser for the click through and shares this revenue
you earn from an ad is given by the following
Income per ad
through value x
out x Click through
rate x Page
traffic x Display frequency
THROUGH VALUE is the price the advertiser is bidding to
place an ad under the AdWords program and is determined by a
complex real time automatic auction process: Google advertisers
set a maximum price they are prepared to bid for keywords and
they usually pay less than this.
FRACTIONAL PAYOUT RATE is the percentage of its revenues that
Google pays out to AdSense partners. THIS FIGURE IS NOT
DISCLOSED by Google. However, anecdotal evidence suggest
payout rate is good and around 60% which puts it bang in the
middle of typical affiliate program percentages for information
RATE is the number of times the ad is clicked on divided by the
number of times it is displayed
TRAFFIC is the number of times people
visit your web page.
DISPLAY FREQUENCY is the number of times
a particular ad appears on your page (remember that ads are
rotated by Google automatically and successful ads are shown
this is income per advertisement, so to calculate your
total AdSense income you need to evaluate this equation for
each ad on all your web pages and add up the
results. By the way, Google saves you the bother and
tells you the answer via your AdSense control
the complexity of the process is apparent and, of these
factors, some are completely out of your control: Fractional
payout rate and Display frequency being
So let's look
at those three factors that are at least partially within your
through value, whilst fundamentally determined by the
advertiser, can be influenced by the content of your website: if you can modify
your site so that it includes more content related to higher
value keywords, you are more likely to get higher value
click through prices.
if you run a site about Bird Watching you may get ads posted
about Bird Watching books. But why not extend the site to
include content about the best binoculars for bird
page to this topic and you could find higher value ads running
on that page because binoculars sell for more than books and
businesses advertising binoculars may be willing to pay more
for keywords relating to them.
also run some pages about travel and hotels in exotic locations
where rich bird watchers like to take their holidays.
It's all content relevant to your site but it
is likely to increase your AdSense revenues
The ads you
get on different pages of your site will vary according to the
content of the page so a site that has lots of different pages
about lots of different topics will have ads about lots of
different topics on it too, each appearing on the relevant
already got a site, you can get a tool from Google called the
AdSense preview tool. This lets you see what sort of ads you'll
get even if you haven't signed up for AdSense
You can get
If you get
ads that don't seem relevant there are 2 possible
1) Google doesn't know what your page is about, or
2) Google has never heard of your site.
We'll discuss how you get round these problems later on.
Estimating click through values
This is all part of a major internet marketing topic called
Visit http://uv.bidtool.overture.com/d/search/tools/bidtool/ to
find out how much keywords are being bid for on Overture, a
competitor to AdWords. This will give you an INDICATION of the
prices people are bidding on Google which in turn will give you
some idea about the click thru value of AdSense ads relating to
The rule is: aim high.
Alternatively if you already have an AdWords account you can
use the Keyword tool to find out the exact price of any keyword
- but remember AdSense is about content, not keywords so,
again, this is only going to be an indicator.
Click through rate or CTR
Can you influence this?
Yes. You can. Here's how.
You use your page to sell the products and services that are
likely to be shown in the ads. To follow our binocular example,
if you post content about the benefits of excellent (and
expensive) binoculars and how they enhance the bird watching
experience, readers are going to be more interested in buying
binoculars than if you simply post content about the different
types of binoculars available and they will consequently be
more likely to click an ad. In other words, good page copy can
increase your click through rate.
You have to write sales copy that focuses on the generic
benefits of the products and services likely to be advertised
on your pages.
This is what web marketers fight hardest over. No traffic means
no clicks means no income. So you have to maximise the number
of people visiting your site. There are a raft of techniques
available and that's tomorrow's topic.
See you then