As a publisher, you can drive discussion and increase reader engagement by using user comments. At their best, comments enable your readers to share their perspectives and learn from each others’ experiences. By creating a community of conversation around your articles, your readers become more engaged and find your site more relevant and beneficial.
Alas, not every commenter is well-intentioned or well-informed. Consequently, comment sections can devolve into a place where social norms are tossed aside to further an agenda or to air a grievance. These negative, rude, or abusive comments take away from the article and ultimately harm your brand. Comments that violate Google policies can also cause your site to no longer be eligible to show Google ads.
So, as a publisher, how can you keep comments — or, more generally, user-generated content (UGC) — policy compliant so that your site can continue to monetize with Google??
First, understand that as a publisher, you are responsible for ensuring that all comments on your site or app comply with all of our applicable program policies on all of the pages where Google ad code appears. This includes comments that are added to your pages by users, which can sometimes contain hate speech or explicit text.
Knowing this, please read Strategies for managing user-generated content. Make sure you understand how to mitigate risk before you enable comments or other forms of user-generated content. Managing comments on your site pages is your responsibility, so make sure you know what you’re getting into. For example, you’ll need to ensure you review and moderate comments consistently so as to ensure policy compliance so that Google ads can run.. We published an infographic in 2016 which offers a quick all-in-one glance at policy compliance.
If you are unable to put into place strong and responsive controls over your comments, we strongly encourage you to make a simple design change: put comments on their own page, and don’t run ads on that page. Otherwise, unreviewed and unmoderated offensive or inappropriate user comments can show right next to your publisher content. This can damage your brand, offend your users, and cause you to violate Google policies.
Here’s one way to separate comments and content:
At the end of your content, place a call to action, such as: “User Comments” or “View Comments” which lets users open the comments in a new page. On that new page, make sure not to place any Google ad tags, so that no ads serve next to those comments…
At Google, we believe in fostering an environment where users, advertisers, and publishers can all thrive in a healthy digital advertising ecosystem. By valuing each party equally, we help ensure the sustainability of our industry. We publish Help Center materials, write blog posts, speak at industry events, provide publisher forums and host events at our offices to help our publishers succeed in an ever changing environment.
This week the AdSense Global Spotlight shifts its focus to Vietnam, home to nearly 90 million people and one of southeast Asia’s fastest-growing economies. The country offers an unmissable opportunity for AdSense publishers interested in global audience growth.
Drilling down on Vietnam, the smartphone continues to pick up pace in this country, where many are mobile-first or mobile-only users. While Asia-Pacific made up 34% of all smartphone users in 2008, it’s expected to leap to 55% in 2017. Some Vietnam-based publishers have already seen mobile account for as much as 90% of their traffic.(2)
- Fast mobile experiences: The most successful publishers in the region are devoting development resources to boost load speeds of mobile sites and ads and to improve the user’s experience. Recent research from DoubleClick indicates that over 50% of mobile site visits are abandoned if pages take longer than 3 seconds to load. Invest in increasing your mobile page speed to influence increases in time on site, engagement, and re-engagement.
- Native advertising: These ads fit into the look and feel of your website, making it a better and more effective ad experience for your visitors. Native formats include custom sponsored content, content recommendations, and in-feed ad units.
- Programmatic ad transactions: Programmatic advertising uses software and algorithms to match publishers’ inventory with buyers in search of ad space. An auction system ensures the ad of the buyer with the highest bid fills each space, which can add up to revenue gains for you and your site. Consider beginning with this short quiz to help you decide if the correct next step for your business is programmatic advertising.
- Better ad experiences: Because marketers want to buy ads with a high chance of actually being seen by users, there’s a shift towards valuing viewable impressions over served impressions. Page level ads is an AdSense family of ads that you can use that is optimized to show when ads are likely to perform well and be seen.
- Digital ad serving: As you grow as a publisher, you might find you need more control to sell, schedule, deliver and measure advertising deals across multiple digital properties. DoubleClick for Publishers (DFP) Small Business is an industry-leading platform to consider given its easy to use interface and built-in yield management technology
- Video: According to Buffer, visual content is more than 40 times more likely to get shared on social media than other types of content. Furthermore, YouTube recently announced that over one billion hours of video content is watched on YouTube every day. If you don’t already create, embed, and monetize original video content on your site, now’s the time to incorporate video into your content strategy.
- Messaging: Throughout Asia, the commercialization of social media has helped messaging platforms to evolve into central areas of ecommerce. For AdSense publishers, messaging platforms could provide an opportunity to drive mobile users to your content as a channel for content discovery.
Remember, there are 68 million native Vietnamese speakers in the world today who are going online in growing numbers. If you’re a publisher in Vietnam, signing up for AdSense is an easy way to turn your in-demand content into profit. And for publishers already using AdSense, Vietnam presents an exceptional opportunity to grow your site visitors.
Posted by: Jay Castro from the AdSense team
(1) eMarketer Worldwide Ad Spend Report 2016
We always hear from publishers that you’re looking for actionable tips and best practices for growing your site. Our team of product, monetization and website optimization experts are constantly building new resources and insights to help publishers like you grow your business. We share personalized suggestions for your website via email in addition to news on the latest product features and invitations. Additionally, we send periodic invitations to live video sessions and events offering personalized tips for your region.
To ensure you’re getting this information from us, we need to have up-to-date contact details and communication preferences for you. Here are a few quick and simple steps you should take when you log in to your AdSense account, to make sure we can get in touch:
Make sure that the email address you’ve listed in your account to receive communications from us is correct and is one that you’re regularly checking. You can check which email address we’re using to reach you by logging in to your AdSense account and going to your Personal settings under the Account section on the left menu bar.
Opt in to receive emails from us. We categorize the emails we send based on the content they include. Here’s a quick breakdown:
- Customized help and performance suggestions – Includes personalized revenue and optimization tips customized specific for your website.
- Periodic newsletters with tips and best practices – Includes general AdSense tips, best practices and product updates.
- Occasional surveys to help Google improve your AdSense experience- Gives you a regular opportunity to share your feedback on AdSense.
- Special Offers – Includes invitations to events in your country and live YouTube events..
- Information about other Google products and services which may be of interest to you – Occasional updates on other Google products like Google Analytics or DoubleClick for Publishers.
You can update your email preferences by checking the boxes in your Personal settings section.
Choose your language preference. Did you know that AdSense emails are available in 38 different languages? We’ve recently added Hindi, Malay and Filipino. You can choose the language that suits you best by using the Display language drop-down menu directly under the email preferences checkboxes.
Get the most from the AdSense team and ensure you can hear from us. Log in to your account now and check your contact details and communication preferences. It takes no more than two minutes.
Certified Publishing Partners are trained experts on AdSense, DoubleClick for Publishers, and DoubleClick Ad Exchange who can help publishers like you earn more while also saving you time. These Google partners can help you with a range of services from ads monetization to design and development support, allowing you to focus on creating quality content for your site.
The inaugural Certified Publishing Partner 2016 Summer Challenge launched in July 2016 to identify and recognize Certified Publishing Partners who show significant dedication and expertise in mobile, customer service, and innovation. Please join us in congratulating our three winning partners:
Customer Satisfaction Award Winner: AdThrive, USA
About the award: This award recognizes the partner who demonstrates outstanding overall quality of customer service for publishers.
Why AdThrive: AdThrive specializes in helping bloggers monetize their sites so that they can focus on blogging. According to our latest customer satisfaction survey, AdThrive scored 95/100. In addition to being able to deliver expected results for the publishers, AdThrive treats publishers in a way they are valued and has knowledgeable, friendly and approachable staff. This is a prime example of putting publisher’s needs first and delivering tangible results in an efficient and scalable way.
Congratulations to the AdThrive team!
The final part of the #SuccessStack looks at the hot topic of native advertising. You’ll learn what it is, why it’s on every advertiser’s radar and whether it’s right for your site.
You’re likely already putting a lot of effort into shaping your site to meet the high expectations of a clean and mobile-optimized user experience. It’s just as important to experiment with how you deliver ads to meet those user expectations and retain users’ interest in your site. Native ads can open up new earning opportunities on your site where traditional ad formats weren’t appropriate before. Ad formats, like banner ads, are effective but sometimes limited by size and placements. Native Ads can be customized to fit seamlessly within your content’s look and feel.
Do you need it?
- Unidad Editorial is a leading multimedia group in Spain with 20 million daily users. See how they achieved a 4X increase in mobile CTR and and 6X increase in desktop CTR using native ads.
- The New York Times also saw a huge boost in viewability and ad engagement metrics using native ads. Read their story here.
- Leading publishers Aller Media (Scandinavia) and Grupo Expansión (Mexico) both saw serious uplifts in their viewability metrics using native advertising units.
When implementing native ads, consider the following:
- Prioritize your audience: Consider your users’ expectations of your site and how they’ll respond to the type of ads you choose. Native ads meet users’ expectations by seamlessly fitting within your site’s user experience.
- Test first to optimize for user experience and ad revenue: It’s important to consider how to create the best user experience while maximizing your ad revenue. Strike a balance between content and ads by testing new native ad units and formats to measure their impact on revenue and user engagement.
Posted By: Jay Castro, from the AdSense team
2 “Current vs. Planned Use of Select Digital Ad Formats Among Marketing Leaders Worldwide, Jan 2016”, eMarketer, 2016.