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What To Do When Adsense(tm) Serves The Wrong Ads
By Dave Lavinsky, Sat Dec 10th
The most common frustrations among publishers are 1)Google serving inappropriate ads on their web pages, 2) lowclick-through rates and 3) low payouts per click. This articlediscusses the first frustration, which is highly correlated withthe other issues, and discusses what webmasters can do to combatit. To begin, it is important to understand how Google determineswhat ads to serve via the program. This explanation goesback to April 2003 when Google acquired Santa Monica, CA-basedApplied Semantics. Applied Semantics’ products are based on itspatented CIRCA technology, which understands, organizes, andextracts knowledge from websites and information repositories ina way that mimics human thought and enables more effectiveinformation retrieval. A key application of the CIRCA technologyis that it allows Google to, without human intervention,understand the key themes on web pages in order to deliverrelevant and targeted advertisements. However, the CIRCA technology is not always accurate orappropriate to the page. For example, in a general web pageabout health topics, is currently serving ads forinsulin even though only two words in one paragraph relate toinsulin. Rather, the site is much more focused on dieting.
One
explanation may be that the CIRCA technology is tied tokeyword pricing and inventory (e.g., AdWords(TM) advertiserdaily budgets), and that serves ads that it hopes tomaximize revenues. However, this often violates a criticalAdSense rule - if the ads do not relate to the topic discussedon the web page, visitors will not click on them. Likewise,TopPayingKeywords.com always tells clients never to try andtrick AdSense. That is, if customers are coming to your pagefrom a link or advertisement for one topic (e.g., hair styles),never try to create a page about an unrelated topic (e.g.,mortgages), just because that unrelated topic is an expensivekeyword. While you will be serving expensive ads, because thetopics are not correlated, visitors are unlikely to click onthem. Getting to serve the correct ads is a trial-and-errorprocess. In the health page example above, all it took to getAdSense to remove the insulin ads was to remove the paragraph inthe text that mentioned insulin. Fortunately, oftenupdates itself within just a few hours, so it’s easy to keepmodifying your site until the most relevant, and hopefully mostexpensive, ads are served. About the author:Dave Lavinsky is the President of TopPayingKeywords.com, a firmwhich tracks and publishes databases of the 15,000+ mostexpensive PPC keywords. http://www.toppayingkeywords.com
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