Oh great you're thinking, another one of those confusing paradoxes. Well, allow me to explain. Many online publishers like to slap on Google AdSense and forget about it. I mean, that's the great thing about Google AdSense. You can slap it on and let it make the money for you. Many online publishers spend all their time on building traffic. Makes sense right? The more users and ad impressions means more revenue. It's a simple equation and I'm not going to argue the validity of that. However, what people don't realize is there is a huge opportunity to make more money from the same amount of users and ad impressions. By serving ads in a more effective manner you can dramatically increase ad revenues without attracting any additional users.
The key initiative is to create variety in your advertisements. If your website only shows Google AdSense ads, it's going to be very easy for users to block out your advertisements. Think about it, if you heard the same radio ad 5 times one after the other, wouldn't you be annoyed and block that out? It's no different for online, but it still happens. So, if you decided to splice in several different ad networks with different advertisers and creatives, you all of a sudden have an ad inventory with a variety of ads. Now, users see new ad creatives all the time, ad blindness is less likely to happen and users are more likely to see an ad that compels them.
Everytime this initiative is implemented, click through rates jump by 50% - 150%. This results in a dramatic increase in revenues. Higher revenues are great and all but here's the kicker; AdSense will earn more revenue with less impressions! After implementing the ad inventory that increases variety, I have seen AdSense revenues double with only 60% of the impressions. That's a RPM (revenue per thousand) increase of over 200%! Mind you, that is in combination with changes in creative colours for the AdSense text ads. However the fact remains, creating variety in your ad serving will dramatically increase your RPM's. Meanwhile, the other ad networks are earning even higher RPM's. Not only this, you're enhancing user experience. Let's go back to the example. What would you rather? The same radio advertisement repeated 5 times in a row or 5 different radio advertisements? You'd be hard pressed to find someone who would prefer the first instance. People naturally can't stand anything that is overly repetitive.
The key to higher ad revenues and better user experience without even touching traffic numbers is creating variety in your ad serving.
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