6.14 “Advertise On This Site”
Finally, there is one more way to influence the ads that you show on your site through AdSense: by placing a link inviting users to “Advertise on this site.”
In the past, as long as you hadn’t opted out, the link would appear with your ads automatically. Now you have to add the link manually. AdSense’s
Google even says that you can’t change the text. It has to say, “Advertise on this site.”
Although that’s certainly more work than simply choosing to uncheck a box, as we used to be able to do, it does provide a lot more flexibility. You can now put the link anywhere. Publishers often expect to see these sorts of things at the bottom of the page.
And what will happen when they click that link? They’ll be sent to a special landing page that invites them to sign up to AdWords and place their ads on your site. You’d be paid for those ads on a CPM basis.
You can edit that landing page!
Google sees this page as a co-brand: they host and supply it; you can do what you like with it. Advertisers that don’t yet have an AdWord account will be shown how to sign up and place their ads on your pages, and advertisers that do have an account will be shown how to advertise on your site.
Google lets you make three kinds of changes to this page:
You can add a logo;
You can set the color scheme;
And you can write your own welcome message.
Do you see why these options are so important?
This is the only place in AdSense where publishers get to talk directly to advertisers.
That’s crucial!
AdSense is structured so that Google stands between the network of advertisers and the network of publishers. Ads go in one end, Google sorts them and sends them out the other end.
Advertisers have no way of telling publishers to put their ads at the top of the page or next to relevant pictures or only on pages that contain positive reviews of their products, or anything else. Once they’ve submitted their ads, they just have to trust the publisher to promote their sites in the best way possible.
Similarly, as publishers, we have no control over what the advertisers write in their ads. We can’t tell them to use particular keywords, to write certain things in their headlines or to produce their copy in a particular style.
If we get an ad with bad copy, we just have to put up with the lower CTR until we either block it or see it replaced by a more profitable ad.
Edit the landing page, and you can tell the advertisers what they should write to get the most clicks with an ad on your site.
6.2 The “Advertise on this site” landing page. Your communication channel to advertisers.
You want that page to look like part of your site. If an advertiser has clicked on the “Advertise” link on your site, it’s because they’ve liked what they’ve seen. You’ve impressed them, not Google, not Google’s robot and not Google’s method of matching ads to publishers.
Google understands that means they’ve got more chance of signing up an advertiser if they let you do the selling.
You should certainly add your logo to this page. It appears in the top lefthand corner and makes the landing page look like you’ve endorsed it — which, of course, you have. If you don’t have a logo, this is a good time to create one. You could just use any graphic that appears on your site; the effect will still be to draw a link between the landing page and your site.
And that’s the effect you want.
You only get one landing page per account. If you have multiple sites, the ads will only appear on the site whose URL you inserted in the link, but you might not want to mention a site name on the landing page in case you confuse the advertiser.
The color scheme, of course, should match the colors used on your site.
You don’t really want to give advertisers a list of keywords that they should use. It’s unlikely that they’re going to be impressed by a bunch of demands from someone who has yet to earn them a dime.
But they will appreciate information about the sorts of words that are likely to attract the most clicks. They’ll still feel that they’ve got the freedom to decide on their own ad copy — but they’ll be more likely to write the sort of copy you want.
For example, if you have a site about cars and you know your users are particularly interested in models that suit families, you could let the advertisers know. If your blog mostly attracts Republicans you could suggest issues that are likely to get your users clicking an ad. If you’ve got a site about pets, you could point out that your users are more interested in accessories for dogs than for cats.
No one knows your users better than you. This is the place to share that information so that you can share some higher revenues.
And finally, you could also encourage advertisers to sign up for a targetedsite campaign.
While it’s likely that most of the advertisers who click on the link will want to advertise exclusively on your site — and Google has set up the system to encourage that result — it’s also possible that some advertisers who are new to AdSense will decide to spread their ads over a number of different sites in your field.
That means you’re only getting a fraction of their advertising budget. A targeted-site campaign will give you all of it.
Just tell them that a targeted campaign on your site is likely to give them the best results.
Thank you for advertising on FamilyFirst.com, the web's leading site for family-friendly web site reviews. Our users are typically traditional families, stay-at-home moms and parentsof childrenaged between 3 and 16. We’ve found that users respond most favorably to articles and links about filter software, children’s DVDs and computer games, toys and family entertainment. Highlighting these aspects of your business in your ad is likely to earn the highest number of clicks and the best conversions. We’d also recommend that you focus your advertising with a targeted-site campaign. We look forward to helping your business grow! If you would like more information about advertising on FamilyFirst.com, please write to sales@FamilyFirst.com
See how easy that is?
The page should be available within 24 hours, and once you’ve created it, you can put links to it anywhere you like; you’re not restricted to the little line under the ads. So you could put them in your emails and on your Web pages in places of your choice.
Why would you send potential advertisers to Google’s advertising sign-up page instead of your own? Well, you might not want to. You might prefer to just vet each advertiser yourself and set your own price. But bear in mind that any advertiser who follows that link has to outbid other advertisers on Google who want that same space. You don’t know what exactly the current highest bid is; the most you can know is how many clicks your ads received and how much money you earned in the previous days and weeks.
You certainly can’t tell how much you’re going to receive in the weeks to come.
Sending potential advertisers to your Google sign-in page will ensure that you’re always getting the highest-paying ads for those spaces.
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