If you’ve ever wondered how other publishers integrate Google AdSense into their business operations, optimize their sites, and increase revenues, then read up on our three newest case studies: gpsworld.com, woot.com and pcfreunde.de. From an online magazine to an ecommerce site to a technology news portal, see how different industries are using AdSense to make their businesses more profitable Title: After optimizing, GPSworld.com grew Google AdSense revenue 100 percent. GPSworld.com is a publication web site of Questex Media Group, a global business-to-business integrated media provider serving a variety of industries-technology, beauty, travel, hospitality, leisure, home entertainment, industrial and specialty services. A major initiative for the company is to deploy a range of a range of enhanced web offering to complement its well-established, market-leading publications, events, interactive media and integrated marketing services. Questex properties include 23 trade publications, 50 websites, 25 conferences and tradeshows. The company has more than 400 employees in offices throughout North America, South America, Asia and Europe. To succeed in business-to-business marketing, Questex complements traditional print publications and in-person conferences with websites featuring rich content and interactivity. A major advantage for Questex is its ability to implement across delivery channels in an integrated way that reaches extremely targeted markets. “AdSense has become our standard means of generating immediate revenue as we develop site content and richness.” Troy Peterson Web Operations Manager Challenge Dana Fisher, Group Publisher for Questex Media’s technology group, spotted an immediate opportunity to reach highly targeted audiences with spot-on messaging, content and ads on its property www.GPSworld.com, a website for GPS (global positioning satellite) users ranging from the military and construction industry workers to consumers who are outdoors enthusiasts. The site averages 430,000 page views and approximately 115,000 unique visitors per month. To launch the site profitably, Fisher wanted to build revenue by running relevant advertising throughout the GPS World web pages. She knew that contextual advertising using Google AdSenseTM would provide content matching the site, promoting a community feeling and increasing the site’s usefulness. Generating an immediate revenue stream for GPSworld.com was a top priority. Before the Questex sales force could gear up to bring big-name advertisers on board, Fisher and Web Operations Manager Troy Peterson implemented Google AdSense to fill the gap and provide an ongoing source of revenue. “It takes time and dollars to move websites into production and build a robust platform for our mainstay advertisers,” says Peterson. “AdSense has become our standard means of generating immediate revenue as we develop site content and richness. And once other advertising takes off, AdSense continues to deliver a steady stream of income.” Results Through customizable online reports, Peterson tracked the performance of specific ad formats, colors and pages. Initial results from AdSense were impressive, but then Peterson optimized. He added link units under the lower left hand navigation bar and above all article pages, and added 468×60 banner ads on the homepage and below each of the articles. He also matched the colors of the ads to the site and removed the borders. Overall, his placement and format changes along with the increased number of ad units, increased AdSense revenue 100%. With such noteworthy results, Questex has made AdSense a staple in its marketing arsenal. When the company launches any new online property, the first step is to sign up with AdSense to help jumpstart ad revenue Google AdSense not only carries Questex through transitional periods when online properties are being launched, but also has become a significant source of revenue on its own. The revenue from AdSense provide funding for other products such as email newsletters that in turn increase traffic to sites. “Since we began using Google AdSense, we go to management and tell them with confidence that the estimated AdSense revenue will be a certain amount per month while we are getting our traditional advertising base up and running,” says Peterson. “AdSense makes business decisions easier up and down the chain.” For Questex, the AdSense campaign for GPSworld.com is only the beginning. The company is also using AdSense to enhance revenues on other web properties. Fisher says, “The AdSense model makes perfect sense for reaching customers in a cost-effective, unobtrusive and relevant way. Whether we are talking about pest control or computer-aided design, it’s a wonderful opportunity for web publishers.” About Google AdSense Google AdSense is a program enabling online businesses to earn revenue from serving ads precisely targeted to their site. Through AdSense, website publishers can also provide their visitors with site search and Google web search, earning revenue through Google ads on the search results pages. AdSense publishers are a part of the Google Network, which includes many of the Top 100 Media Metrix sites such as AOL, About.com, Amazon, Ask Jeeves, and Lycos. For more information, visit https://www.google.com/adsense/. Title: Woot.com increased ad revenue more than 3x by optimizing with Google AdSense. At first glance, the business proposition may seem dubious: sell a single different product each day, offer little to no customer service — and make fun of the products in the daily promotions. But Woot, Inc. does all of this, with great results. The company’s “one day, one deal” closeout site woot.com has garnered plenty of attention (and more than 300,000 registered customers) since launching in July 2004. Time magazine named the company one of the “50 Coolest Websites” in 2005. When woot.com posts its latest deal each day at midnight, Central Standard Time, customers flock to the site to buy the latest “Woot.” Challenge “AdSense is cool: somebody who comes in and misses the deal can still find the product elsewhere.” Dave Rutledge Creative Director Woot, Inc. began life as a wholesale distribution company in the early 1990s, selling a variety of products to retailers in large volume. Creative Director Dave Rutledge joined Woot, shortly after the creation, in July of 2004, of the woot.com retail site. The idea was to create a website where leftover products from the wholesale side could be sold directly to consumers. It didn’t take long for the site to become popular. Here’s how a typical woot.com sale goes: At midnight, a new product is posted to the front page of the site with a photograph, creative description, product specifications and price. “Distributors send us some crazy, hyped-up information about the products they want to sell,” Rutledge says. “Our visitors already know a lot of what we’re selling isn’t the newest, most advanced stuff on the market, so we throw out their copy and write our own, poking fun of the weaknesses.” For example, a recent description of a wireless headphone system explained that “mere words cannot convince you that the A350 sounds great, too, so we won’t try.” The product description is posted as a new entry on the Woot blog and as a new thread in its community forum. Typically customers then begin posting in the forum, discussing whether the price is right, asking if others have used the product, sharing previous experiences with the product or manufacturer, and pondering whether or not they will purchase this particular Woot. If it’s a popular item in particularly limited supply, it may sell out within hours, or even minutes. If not, or if it’s a relatively expensive item, sales throughout the course of the day may be steady. Either way, visitors keep coming to the site, Rutledge says. If not for its advertising revenue, Woot.com would essentially stop making money when a product sells out. Rutledge had previously participated in Google AdSenseTM with his own blog. “After that, it stuck in my head as the right way for this kind of thing to work,” he says. Now AdSense provides supplemental income for woot.com while providing relevant information for the site’s visitors. “Our store’s a little strange in that when we sell out of something, we don’t sell anything else for the rest of the day,” Rutledge explains. “In the forums, the early discussion is all about the product, finding reviews, comparing prices. After we sell out, you get people in saying ‘Oh no, I waited too long’ and asking about any similar products around. AdSense works great for both groups: early people can find other places to compare to, and later people who miss the deal can still find the product elsewhere through the Google ads.” “Now we have companies writing [site-targeted] ads specifically for our users…” Dave Rutledge Creative Director Results Ad Placement After implementing AdSense on woot.com, the company worked on maximizing the effectiveness of the ads running on the site. Early on, Rutledge learned that he was missing out on what would become a key ad placement: at the bottom of individual blog post pages. Many of the site’s users receive product updates via an RSS feed, which links to the daily Woot blog post. Rutledge placed a 336 x 280-large rectangle ad unit below each post. He was surprised at the resulting increase in revenue. “I hardly ever have a reason to go to that individual blog post entry, so it hadn’t occurred to me that people were viewing it,” Rutledge says. “That implementation boosted our revenue from $40 a day to $150 a day. It now seems there are a ton of people who click this ad because it’s what they see after reading the post.” Forum optimization Another place Woot visitors go is the community forum. The site has a very outspoken following of deal-seeking visitors who chime in with product and pricing evaluations, comments about the overall Woot experience and plenty of non-Woot banter. Rutledge followed the six optimization tips for forums he read about on the Inside AdSense blog to improve his ad performance. Site targeting In true Woot form, the site site-targeted its own front page through its AdWords account. One such ad demonstrated the company’s taste for the goofy as well as its enthusiasm for AdSense. It read: Advertise on Woot Site targeted campaign beats sharp stick in eye Most recently, Rutledge added a 250×250 square to the front page of Woot. “Our front page gets 5-10 times the hits of the other pages, but we knew the clicks would be low. When we heard about the site-targeted ads, it made sense to try. Now we have companies writing ads specifically for our users, with some even using a similar bluntly humorous style to draw their attention.” The new adblock tripled Woot’s ad revenue again. During Woot-offs, (48-72 hour stretches where Woot sells one item right after another, which triggers many front page impressions), daily revenue has been up to 10 times higher than prior to AdSense. Sitemaps Something else Woot has been able to take advantage of is Google Sitemaps. Rutledge has used the Site Overview feature to view statistics and error messages on Woot.com, and notes that “the extremely specific error messages helped us clear up a couple of configuration settings on the servers.” Better experience for users While product sales are still their main source of revenue, Google ad revenue enables the Woot team to offer a better deal on a product than they would otherwise be able to. On the whole, though, Rutledge says the main benefit of AdSense has been providing users with relevant information. “You end up with somebody who’s happy they came to woot.com, whether they bought something from us or through the ads,” he says. “Even if people don’t buy something from us the first few times they come, they seem to keep coming back.” About Google AdSense Google AdSense is a program enabling online businesses to earn revenue from serving ads precisely targeted to their site. Through AdSense, website publishers can also provide their visitors with site search and Google web search, earning revenue through Google ads on the search results pages. AdSense publishers are a part of the Google Network, which includes many of the Top 100 Media Metrix sites such as AOL, About.com, Amazon, Ask.com, and Lycos. For more information, visit https://www.google.com/adsense/. PCFreunde.de went from hobby to profitable business with revenue from Google AdSense. When Austrian IT consultant Thomas Zehetner launched PCFreunde.de in June 2004, the technology news portal was just a side project for him. The site offers daily German-language news about computers and the Internet, plus a free download section offering web browsers, computer security software, media players and more. The site’s community forums also allow visitors to obtain computer technology advice from forum hosts free of charge. Today Zehetner says the site receives more than 1,600,000 page views each month. Challenge Since running PCFreunde.de was not his full-time job when it first launched, Zehetner says he had little time to spend chasing after advertising revenue. “Well-paid agency campaigns are difficult to get for small and medium-sized websites,” he says. “Partner programs do not offer good revenue, because with pay-per-lead or pay-per-sale advertisement, the risk is carried by the website publisher.” Zehetner says he tried several different advertising programs with little success. Already a Google AdWordsTM customer, he turned to Google AdSenseTM to monetize his site content. “By changing ad placement, the clickthrough rate tripled.” Thomas Zehetner PCFreunde.de Results Ad placement Zehetner describes integrating AdSense on his website “child’s play.” PCFreunde.de quickly began earning revenue from AdSense that exceeded what other ad-serving programs offered. But the real success came when he began optimizing the appearance of the Google ads on his pages. “The biggest impact was made by changing the ad placement from the side of the pages into the content of my pages,” he says. “With that the click-through rate at least tripled.” More ad units Zehetner realized additional gains by increasing the number of ad units displayed on the site. Though most of its pages contained AdSense ads, Zehetner initially used only one ad unit per page. By increasing the number of ad units to each page—as well as adding link units—his AdSense revenue rose an additional 50 percent. Matching ad unit colors Another improvement to his site that increased revenue was customizing the colors of the ad units to match his website. Each of the navigation tabs on PCFreunde.de displays a different color scheme (orange, red, green, blue, and purple), and each has matched-color ad units. Zehetner also regularly uses Google Analytics, which he describes as “an impressive tool for all web publishers.” Channels Central to PCFreunde.de’s optimization success has been the use of channels to track AdSense performance. As, Zehetner notes, “Channels are one of the most important tools within AdSense.” Tracking ad performance through channels has allowed him to target his optimization efforts to specific pages and locations. Future changes While the site currently displays text ads, Zehetner says he plans to opt in to image ads in the future. With more ad inventory competing for space on the site, he expects his ad revenue to once again increase. Focus on content creation For Zehetner, the major benefit of Google AdSense has been spending more time on the site itself and less time worrying about advertising. He reports that 70 percent of the site’s current revenue comes from AdSense. “I automatically get the most relevant ads on my site, so I can fully concentrate on the design and content of my portal and don’t have to spend time selling space to advertisers,” he says. “AdSense turned my part-time project into a solid business.” About Google AdSense Google AdSense is a program enabling online businesses to earn revenue from serving ads precisely targeted to their site. Through AdSense, website publishers can also provide their visitors with site search and Google web search, earning revenue through Google ads on the search results pages. AdSense publishers are a part of the Google Network, which includes many of the Top 100 Media Metrix sites such as AOL, About.com, Amazon, Ask Jeeves, and Lycos. For more information, visit https://www.google.com/adsense/.
Most Important Things You Must Know About AdSense
Whether you’re just starting out with AdSense or whether you’ve been using it for years, the success of your AdSense will depend on knowing five absolutely essential pieces of information about AdSense: 1. AdSense Can Make You A Huge Heap Of Cash. Lots of people make the mistake of believing that AdSense is only good for bringing a site a few extra pennies a month. Wrong! AdSense can fund your lifestyle - if you get it right. 2. Junk Sites Get Junk Income. But just because it’s possible for a site to make a lot of money with AdSense, it doesn’t mean that any site can make a lot of money with AdSense. Your site must have good content that can attract users on its own merit. There are a lot of different strategies available for producing good content for your site. You’ll need to use them if you want to create the sort of site that makes real money. 3. Your Choice Of Ads Matter. One of the first things that you’ll have to do when you join AdSense is to pick the types of ads you want to display. Success relies on following certain principles that encourage users to click and persuades them that they’ve got a reason to do so. You’ll need to know those principles. 4. You Can Influence The Ads You Receive! Here’s a little known AdSense secret: you do have some control over the ads that get served on your site. That control isn’t unlimited - but it is worth exercising. It’s also a little complicated but it’s got a lot do with keyword hotspots located in each Web page. (I explain it all in my book, Google AdSense Secrets.) That’s definitely something you need to know! 5. Your Stats Are Your Best Friend. The stats you get with your AdSense account might look complicated and well, a bit dull… but they’re packed with useful information that can have a massive effect on your revenues. To make real money with AdSense, you need to know what your stats are telling, what they’re not telling you and where you can find out more. There’s a lot you need to know to make serious money with AdSense. If you’re missing that information, you’re just throwing money away. For more Google AdSense tips, visit Google AdSense Secrets
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