|
Below, you'll find extensive information on leading
adsense google adwords information marketing articles and products to help you on your way
to success.
Optimizing Adsense™ By User Behaviour
By Laura Ciocan, Fri Dec 9th
/p> If web surfers behaved all alike, if there were strict patternsin users' behaviour, wouldn't all publishers be on a sunny beachright now, with a fancy-colored cocktail, worring not aboutAdSense™ optimization matters? Web user's behaviour depends on two main groups of variables:the user-related one and the website-related one. A) User-related Behavior Variables
Though people react very differently at various stimuli, we canidentify some peculiarities specific to web surfers. Thebehaviour is much like yours. Have you considered watching yourown actions while surfing on the web? This might help if youwant to improve your site's appeal to readers, especially if yousell something or if you want your visitors to click on yourads. Several groups of variables that influence users' behaviour canbe identified: * Components of the mental processes involved while searchingand browsing on the Internet: attention, awareness, language,mental imagery etc. * The behavior of websurfers is influenced also by theirsubjective approach to matters, determined by temperamentalcharacteristics, such as mood, patience and their purpose anddegree of interest. * Also, users act differently varying with how used they are toweb surfing. Let's see how we can tweak our websites to turn these to ouradvantage (and turn visitors into "clickers"): 1. Mental processes Attention - The web designer keeps the tools to directreaders' attention. A simple design, without unnecessary loadingwill prevent the reader from being distracted by unimportantelements. The ads placement must be done strategically, in aplace impossible to overlook (recommended in the firstparagraph, usually in the upper-left area). Pictures andgraphics are considered attention-grabbers and will also beconsidered when choosing your ads' placement.
Awareness - This is a very debated topic. Opinions differon readers' ads awareness. Some sustain that the more blendedinto content, the better, others say that this formatting willinduce the readers the feeling of being "tricked" into clickingon ads, which they resent. I incline to say that blend-in adswork only for very well targeted ads, coming naturally as ifbelonging to the content. Positioning ads outside the contentarea would be effective mostly with advertising that buildsbrand awareness, based on image impressions.
Mental Imagery - Again, a pleasant, uncluttered design, abalanced look of the page contribute to a positive perception ofthe page from the part of the reader and to a more open state ofmind. A professional layout is important. It inspiresconfidence, people don't want to purchase from a just anybackyard business. 2. Subjectiveness Patience - A golden rule: don't abuse your readers'patience (for they usually don't have one)! Web pages must loadquickly, ads must not be placed in readers' way and should bekept to a reasonable number.
Purpose and Mood - Are more related to the topic of yoursite and the type of content you publish. The idea is thatusers' purpose and mood can be influenced by copy.
Degree of Interest - Besides relevant, good content, thatanswers questions, the reader's interest is influenced byinvolvement and interaction. Keep your reader involved,integrate your ads into an interaction environment: these willwork wonders on your CTR. 3. User's Degree of Acquaintace with Web Surfing Net savvy users have developed certain immunities, such asad-blindness. These are less likely to click on any ads.Customizing ads for this type of readers means harder work; theresult must be ads of high relevance (and remarkable ad texts!),with an aspect as close to the rest of the page as possible, asif they were a natural continuation of your ideas. Important!avoid default formats. B) Site-related Variables The type of the site and the topic attract visitors withdifferent interests with different behavioral patterns. 1. Site Type -- Readers vs Browsers Whether the
visitor is a "reader" or a "scanner/browser" dependsalso on the site type -- content and topic. Generally, readersare regular visitors while "scanners" are the ones who look forinformation and will not spend too much time on the same site.Site topic and content are most times factors in bringing more"uniques" or more regular visitors. Though not as a rule, theseapply to many sites:
Sites Attracting Unique Visitors - These are mostlycommercial sites, content sites. Statistics say that uniquevisitors are more likely to be your clickers, for regularreaders are more used to your pages' look and your ads.Contextual advertising works well with these sites. If you'reheaded for unique visitors, make your site "SE-friendly". Theycome mostly from search engines and are said to be"pre-qualified" clickers. So, your efforts should be directedtowards keywords and keyword phrases optimization. The idealwould be to go beyond the technicalities, that is finding outwhat are the most searched for keywords in your area ofpreoccupations and try to find out why these are popular, try tofind a behavioral pattern. This can be achieved by statisticsand analysis. Find out some niches in your area and the users'behaviour within them -- that is, lists of searches and then seewhat is it customers want. This will solve your puzzle and giveyou exact hints towards what works best for your site. Keep inmind: unique visitors are mostly "browsers". Use ad placementand ad customization techniques that apply best for this type ofusers.
Sites with Regular Visitors - These are mostly forums,blogs and news sections (though news are somewhere in between).If you own sites with many bookmarks, that attract especiallyrepeat visitors, then either you will be very imaginative incustomizing your ads and finding new ways to interest yourreaders into clicking or if not the case, better use CPM basedadvertising. Brand bulding/reinforcement advertising worksbetter in this case. 2. Site Theme Relates to Visitor's Mood and Purpose Commercial Sites - Sites selling and promoting productsare more suitable for CPC advertising. By their specific, thistype of site will attract visitors looking for a specificproduct/service/business opportunity. Thus, users are more in abuying mood, are looking for a way to spend their moneyprofitably. These are clickers.
Content Sites, Blogs, Forums - Unless you market specificproducts, your readers will land on your page without theexpress purpose of buying something. However, you can influenceyour reader's mood and needs thru witty, sales-directedcopywriting. You just need to know some basic things that sell.One is that people are more likely to buy from persons theyknow, like and trust.
So, what will help you build these? Good content and structure.Especially with content sites, these are fundamental issues tofocus on (unlike commercial sites that focus more on products).Good content, profesionally written and formatted for the web,containing information that is of high interest and relevancefor the reader, within an easily manageable structure and goodtargeting on a specific theme are imperatives. On one hand thesemean bulding confidence, the first step in selling. On the otherhand they will attract well-targeted ads, more likely tointerest your reader.
Great content will give you credit to your reader. Once you'vegained trust, it's easy to direct your readers: you just giverecommendations and the results will appear. (Avoid being tooexplicit in recommendations, though -- for example, directingreaders towards clicking on ads is against AdSense™ ProgramPolicies.)
With blogs and forums, it is a different story. Not all forumsand blogs are accepted for AdSense™ (or even if accepted, theymust be also profitable). Only genuine, specifically-themedblogs and forums, with highly interesting content are suitable.These conditions being fulfilled, forums and blogs are perfectas a source of advertising money -- they have what is verydifficult for others to achieve: reader's trust, liking andinvolvement. About the author:Laura Ciocan writes for http://www.adsensehowtos.com where you can find how to guides and practical advice onGoogle Adsense.
|
