SES San Jose 2007 Day 1 – Earning Money From Contextual Ads

Search Engine Marketing Speakers:
Jennifer Slegg, Owner, JenSense.com
Jeremy Schoemaker, Founder and CEO, Shoemoney Media Group Inc.
Bryan Vu, AdSense Associate Manager, Google
Markus Frind, Founder, Plentyoffish.com

Jennifer Slegg –

How to influence ads that appear:
Unique title tags
Meta tags
Alt tags
Proximity
Keyword hints
Stop words – if you are having trouble with public service ads – you need to do this
Use image ads to your advantage:

Enable image ads on Adsense for an image only ad placement. Get paid CPM.

Highest CTR should be first HTML
- Highest earning
- Test with multiple channels

Borders: To be or not to be
Sometime blended are best.

YPN: The eternal beta
Split test Adsense against Yahoo Publisher Network

Labeling as ads can increase CTR
- Avoid compliancy issues
- Don’t blend
- CTR up 1.5%

Adsense for Search
- Volume = $
- Display results on own site

Switch it up
- Ad rotation
- Color variety
- Style variety
- Custom channels

Craft inbound links carefully

Smart filtering
- Use your filer list with caution
- Blocking ads= lower paying ads appearing

One ad unit versus three
One ad unit on a page can make more than three combined
Adsense on forums
Enable image ads

YPN RSS ads

Section targeting

Blog terms in images

Dynamic content problems

Non-content sites
Image & flash heavy sites

Non-associate login ID
Unsecured connection
Raw logs
Ad tracker
Policy changes

If your account is suspended:

If you are warned first:
- 3 days grace
- May block adserving on page site account but login available

Jeremy Shoemaker aka Shoemoney–

When I start using contextual Advertising
- Complete Functionality
- 1,000 Unique Visitors/Day

Innovative or ????? – keep the lines of communication open.

Ads are no longer allowed near images.

Bearshare discussion

People are getting bad.

YPN “Yahoo is a disaster right now”

- Unstable and unreliable after launch

- Horrible targeting still

- Too focused on advertisers

Tools of the trade –

Crazyegg

Google Analytics

Openads – likes the interface – if the users is coming from digg or Firefox – show different ads

Tips for success -
TEST

Don’t Sell Out

Analytics

Heat Maps

Communications

Bryan Vu, Google

Testing branding, Youtube, branding and mobile, etc…

Barry also blogged Earning Money From Contextual Ads