Written on May 21st, 2005 at 09:05 am by Darren Rowse
Less Options Equal More Clicks? Yes… and No
Paul writes a great post at Less Options Equal More Clicks? where he ponders a number of factors of blog design and how they impact ad performance. He particularly explores the idea that if you give your readers less options to click on (ie links out of your site) that they are more likely to click your ads.
There is some real truth and wisdom to this statement - it’s pretty logical if you think it through.
However when I took a look at my Adsense statistics this afternoon it struck me that the pages that I have that have by far the best CTR are perhaps some of the most cluttered pages that I have on any of my blogs. They are page with other text ads, links into the rest of my site, links to affiliate programs and links to my competitors. Logically speaking these pages should not be performing as well as they are - but they do!
Ok - so if I’ve found a good thing - the way to get a hight CTR - shouldn’t I just replicate that on every one of my blogs and watch the cash roll in?
I wish it were that easy. You see I’ve tried that. On a number of my other blogs I’ve attempted to replicate the design and ad placement from this successful format - the results were disappointing and proved to me that every blog is different. Some blogs perform brilliantly with ads placed inside content, others do better with ads in a side bar, others seem to go brilliantly with ads around the comments section - some do well with competing links, some do better on pages with no other options but to click on the ads.
A couple of days ago I mentioned that Adsense seemed to be offering personal optimization of Adsense ads. I decided to sign up and emailed in a request for them to look over a couple of my sites. Today I got my reply - an email with a few suggestions. They were pretty basic - standard responses that showed that they had looked my sites over, but that didn’t really tell me anything I didn’t already know. However the interesting thing was that they recommended that I move my best performing ad!
He said to me that they found on most sites that the type of ad I was using in this position would perform better if I moved it.
The problem is that I’d already tried the position that he recommended and that it did only half as well in that position and format.
The take home lesson is that whilst many of us make suggestions of what we’ve found to be successful - and whilst there are some general principles that usually come into play - there are no real rules. Every blog is different and needs to be experimented with and just as importantly have its results tracked.
5 Responses to “Less Options Equal More Clicks? Yes… and No”
Rob Lewis
May 21st, 2005 7:47 pm
Darren,
You have a fair few different topics covered on your blogs - could the differences in performance of AdSense partly be down to the types of visitors that you get to each site - I’m suspecting that most progblogger visitors are seasoned web users and may react differently to ads to those at your Paris hilton watch, for example.
Rob.
Nicole Simon
May 21st, 2005 10:57 pm
Yes, I received mine also, in German. Most of the things he wanted to tell me he admitted, I was already using. But I had a great lough out of it, because he told me that I should use one ad more to the top to be above the fold, because nothing was above the fold.
Which left me quite puzzled until I looked at it - he fall for my “2 day curtesy period”, because I display adds on my private blog only when the entry is more than 2 days *gg*
And yes, even though most of it was autotext, it was put together very neatly and with personal feedback; and it was clear that they had at least a look at two of my sites.
Scrivs
May 22nd, 2005 1:09 am
Different blogs, different topics, different visitors, different placements.
Darren Rowse
May 22nd, 2005 1:10 pm
yes each site’s visitors react differently to different things.
there are no rules….
Rick Carruth
May 23rd, 2005 4:55 pm
So.. it seems there is no real ’science’ to the process. Yet many marketers would have you believe that there are plenty of ‘ must do’ or ‘must have’ tricks. Testing, testing, and more testing seems to be the only real key to success, aside from following a very basic set of rules..
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