Throughout the summer, fans are looking for great content, regardless of whether they’re viewing it from a desktop, tablet or mobile device. Did you know that 1/3 of followers used more than one screen to follow the 2012 Olympic games?
With this in mind, think about whether your content is mobile-optimized and easily accessible for your users in the moments that matter. If they receive a link on their smartphone but are unable to view the content because it’s not mobile-optimized, it’s easy for them to feel frustrated with the poor user experience. On the other hand, If the users are delighted with the content and their first visit to your site is a positive one, they’re more likely to share your content and come back again.
If you already have a mobile optimized site, don’t forget that you can grow your earnings potential by understanding which mobile ad sizes are most effective for you. Finally don’t forget these 4 important tips to maximize your earnings with AdSense:
- Swap out the 320×50 ad units for 320×100 for a potential RPM increase.
- Place a 320×100 ad unit just above the fold or peek the 300×250 — that is, place a small portion of the ad unit just above the fold (ATF).
- Use the 300×250 ad unit below the fold (BTF) mixed in with your content.
- Prevent accidental clicks on enhanced features in text ads by moving ad units 150 pixels away from your content.
Is your site mobile ready for the summer?
Posted by Barbara Sarti, AdSense Account Associate
 Google internal data
Strategically place your ads to improve viewability.
According to a Think With Google study, “56.1% of all impressions are not seen.” So when determining the placement of your Matched content units, think about which spot(s) would improve viewability and engagement. To increase these metrics we recommend placing this unit directly below your article and either above or below your ad unit. This way readers can easily click on the next piece of content that is interesting to them. Placing it directly below the article often drives higher click-through rates (CTR) than other placements.
Since Matched content units help your users learn more about similar content, you should think about placing it at points in your website where your user will engage more with the content.
To determine if your placement is effective for your site, be sure to track the performance of your Matched content units. Understanding performance is key to maximizing your ad revenue and satisfying your readers. On your Performance reports tab, you’ll see an updated way to view two metric families — the Overview metric family and the Matched content metric family:
Overview metric family
Selecting this metric family will allow you to understand how much you’re earning from your Matched content units and how these units compare to other ad units on your site. You can also review metrics such as impressions, clicks, and estimated earnings.
Matched content metric family
To get a more detailed performance of your ads and recommendations, use this metric family to view metrics like total impressions, ad impressions, ad clicks, ad revenue per thousand impressions (RPM), and recommendation clicks. Since this metric family is more specific, you should be able to use this data to optimize the ad unit itself.
To see all metric offerings and how they work, take a look at the AdSense Help Center.
By optimizing your Matched content units, you will allow your readers to learn more about topics they are interested in and potentially increase your site’s engagement rate and revenue. If you do not currently have Matched content but are looking to add the feature, determine if you’re eligible by viewing our Help Center article.
Posted by Bserat Ghebremicael
From the AdSense team
Viewability is a trendy word in the advertising world. This popular metric has become key for advertisers to measure the success of an ad campaign. But what is Viewability?
Viewability is the measurement of a viewable ad impression, meaning that it has appeared within a user’s browser and had the opportunity to be seen. The Interactive Advertising Bureau (IAB) defines a viewable impression as an ad that meets the following criteria:
50% of the ad’s pixels are visible in the browser window for a continuous one second.
Think with Google says “If an ad isn’t seen, it can’t have an impact, change perception, or build brand trust. That’s why measuring viewability matters.” For AdSense publishers, this means that increased viewability may encourage greater investments from advertisers.
Global events are opportunities for advertisers to connect with larger audiences and create brand awareness. For advertisers with these goals in mind, viewability matters. Here are a few resources to help get your ads seen this summer.
Social media is more than just vacation photos and stories about babies, it’s about sharing experiences and creating interactions with people.
Content on social media can instantly reach millions of users and create thousands of online stories. Do you remember the social media storm that Ellen DeGeneres created with a single photo? Her selfie from the 2014 Oscars started a global conversation and has since been added to Google’s 2014 web culture guide. Her content holds the win for the most retweeted tweet with more than 3M retweets, 6.8M site embeds, and even temporarily led to Twitter going down.
Big events like the Oscars create opportunities for publishers to interact with users through both original content and viral content. This summer, users will be searching, sharing, and consuming content like never before. Be sure to examine your content strategy, and find ways to spark conversations on social channels or, contribute to an existing digital conversation.
How can AdSense Publishers participate in big events? If you’re new to AdSense, you can sign up now and turn your passion into profit.
- Include editorial coverage around topical events.
- Make sure your content is easy to consume and share.
- Create a social media strategy around a big event.
Here are four tips to help jumpstart your social media strategy:
- Know your audience. Trigger an emotional response from your viewers by humanizing your brand.
- Be social to win on social by creating relationships with your users.
- Don’t be afraid to follow the leaders and the trends. If there’s social proof behind it, do it.
- Use tools to help you create great content.
More on the fourth tip, here are a few tools to help you #drawthecrowds through social channels:
- Buffer is a well-known tool used by social media marketers. It helps streamline your social media management.
- Pablo is a tool created by Buffer that is “the simplest way to create beautiful images that fit every social network perfectly”.
- Canva is another image creating tool that can help you create visual content on a budget.
- Feedly can help you organize and read relevant content in your industry to help fuel your content creation.
- Google Trends is a widely used tool to help you identify key trends happening around the world.
- IFTTT is a popular tool used to streamline many tasks. For example, here’s a pre-built recipe that will automate the process of tweeting each new wordpress blog post.
According to the New York Times, 68% of users share [online content] to give people a better sense of who they are and what they care about. To amplify your content this summer, be sure to create content that resonates with your audience.
Posted by Barbara Sarti and Jay Castro from the AdSense team
Building a strong brand experience comes down to four things:
1. Find your voice
A brand’s voice means more than just the tone you use in your content and communications. It also applies to style, colors, and graphics. Is your brand bubbly, bright, and fun? Or is it straight to the point with clean lines and a matter-of-fact tone? Often times, the type of product or services you’re selling as well as your company philosophy can help you determine an appropriate tone. There’s no secret for determining what an audience will respond best to, as all styles can be effective in their own way. So choose what works for you and your creative vision.
2. Be consistent
Once you’ve laid the groundwork for what defines your brand, it’s important to stick to these principles. This applies to your website, emails, social media posts, and any other place users come into contact with your brand. Taking the time to stick to an easy to read font, finding a color scheme that draws the eye and guides your readers, or having consistent verbiage can do wonders to further cement your brand’s presence and make it memorable.
3. Know your audience
While it’s important to decide what your brand is, it’s also important to know your audience, their interests, and how they prefer to communicate. For example, if you’re targeting busy, high-level decision makers, they may prefer something short and sweet—perhaps bullet points are the way to go. If you’re targeting creative individuals, it may be worth investing in a personalized logo and site. Highly visual assets such as videos would also be a great way to go. The more you know and cater to your intended audience, the more successful your brand will be.
To understand your users’ interests, use Google Analytics to view your bounce rates, time on pages, and pageviews—three indicators of user engagement. Understand where you stand in comparison to other sites and, if needed, improve on these rates by creating a stronger connection between your site and your audience, i.e. creating content relevant to your audience’s interests.
4. Prove your Worth
Having a particular value that you provide to your customers (not to be mistaken for price) can help separate your brand from competitors. For instance, what do you provide to your customers that is different or special? This can include everything from innovative products to great customer service and can also be an emotional value (think Kleenex being associated with comfort and support). Just make sure to deliver on any and all promises made on your site.
To learn more about how to develop your user experience, check out the AdSense Guide to Audience Engagement.
Posted by Jay Castro
From the AdSense team