Google AD優化技巧

Google 商業合作部客⼾戶經理

Iris Chou

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Learn with Google AdSense 優化⼯工作坊＠ Taipei

如何提升廣告收益?

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持續的優化

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一次性優化

持續的優化測試, 是提升收益的最佳方式

影響收益的關鍵要素

廣告展⽰示流量 PVs RPM

Ad bidding system ＆ supply/demand

Site optimization ＆ ad quality

點擊率 CTR 單價CPC x x

Revenue per thousand Page Views

收⼊入 Revenue

每千次展⽰示收益 eCPM

Quality content/users & Ads coverage

x x

優化三⼤大重點

3. 提昇廣告展⽰示流量PV

2. 正向的影響廣告單價 CPC

1. 提⾼高點擊率 CTR

1. 提⾼高點擊率: 讓你的廣告單元更有效益

Source: Jacob Nielsen

熱⾨門點擊區域

點擊率⽐比較

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Top 5 0.03%

Top 4 0.13%

Top 3 0.27%

Top 1 0.53%

Top 2 0.30%

提高點擊率: 使用黃金廣告尺寸 �

300x250 336x280

728x90 160x600

468x60

336x280

CTR increase　+150% Revenue increase　+230%

提高點擊率: 300*600 新廣告尺寸

Google Confiden<al and Proprietary 12

提⾼高點擊率：顏⾊色融⼊入⾴頁⾯面、持續測試

2. 提⾼高單價: 增加競價壓⼒力

$20

TEXT

TEXT

Enable Text & Image

Make Channels Targetable

Filter Less

$45

IMAGE

TEXT IMAGE

TEXT

$25

IMAGE

IMAGE

選擇放送圖像和⽂文字廣告

提⾼高單價: 讓廣告客⼾戶發現你

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Enable Text & Image


Filter Less

設定⾃自定義頻道; Google網站推薦名單

提⾼高單價: 不要過濾廣告主

Enable Text & Image


Filter Less

Enable Text & Image


Filter Less

提⾼高單價 •  讓點擊率最⾼高的廣告, 在

Source Code裡代碼最靠前, 最先被讀到

•  Source Code 最先被讀到的廣告, 廣告的單價最⾼高

•  作法: –  CSS columns / page, 讓⾼高單價

的廣告出現在⾼高點擊率的位置 –  使⽤用 position:absolute 直接設定

廣告展⽰示的位置.

$1.5, 0.53%

$1.3 0.30%

$2, 0.27% $1.1

0.13%

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$1.0 0.03%

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Source code 1 Source code 2 Source code 3

… …

3. 提昇廣告展⽰示量PV: 增加廣告數量每個網⾴頁的廣告數量

•  三個 AdSense 內容廣告的廣告單元

•  三個連結單元

•  兩個 AdSense 搜尋廣告框

3. 提升廣告展⽰示流量：選對產品

•  內容廣告 AdSense for Content

•  搜尋廣告 AdSense for Search

•  影⽚片廣告 AdSense for Video

•  遊戲廣告 AdSense for Game

•  ⾏行動廣告 Mobile Ads

•  廣告管理系統 DoubleClick for Publisher(DFP) SB

搜尋廣告 ��AdSense for Search

遊戲/ 影⽚片廣告 ��AdSense for Games/ Videos

⾏行動廣告 AdSense for Mobile


行動上網使用者2013年將超過PC上網使用者

數據來源：摩根士丹利研究，2010年4月

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2007 2008 2009 2010 2011 2012 2013 2014 2015

行動上網使用者

PC上網使用者

行動上網使用者 vs. 上網使用者, 2007-2015

全球上網使用者

(MM)

您的網站有多少行動用戶？

Gives you the possibility to reserve a restaurant table directly from the phone.

AdSense Google AnalyKcs

從PC到手機

從PC到手機

建立行動版網頁的四大原則

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Prioritize Content

Provide Fast Access to Information and ServicesLocal, popular & on-the-go features

Build for Speed Strip all unnecessary content.Latency is a conversion killer on mobile

Make Search ProminentSearch results should be clean and easily filtered

Design for Low Attention SpanLayout content for scrollingUse bullet points and information snippets for maxi-mum impactUse tabs to access popular products/services

Satisfy O!ine NeedsProvide store locators, shopping lists, product reser-vation, vouchers

White Space

Reduce ClutterLess videos, pictures, copyMore headlines, bullet points, white space, buttons

Use Clear and Concise HeadlinesText needs to be readable at arm’s lengthTabs and expanded fields can be used for additional details

Have a Plain Light BackgroundLighter colours create a feeling of spaceDark, contrasting text is easier to readPictures make poor mobile backgrounds

Optimise for Multiple Screen Resolutions

4 Easy Ways to Mobilize Your Content

Best Practices for Mobile Websites

© 2011 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc.All other company and product names may be trademarks of the respective companies with which they are associated.

Google AdSense for Mobile ContentGoogle AdSense for Mobile Content is a free program that enables mobile content publishers of all sizes to earn money by displaying relevant Google ads. As with other AdSense products, Google AdSense for Mobile Content uses contextual targeting to match ads to the content on the mobile site and leverages the same familiar AdSense account platform. For more information, visit www.google.com/mobileads,

Prioritize Content

Provide Fast Access to Information and ServicesLocal, popular & on-the-go features

Build for Speed Strip all unnecessary content.Latency is a conversion killer on mobile

Make Search ProminentSearch results should be clean and easily filtered

Design for Low Attention SpanLayout content for scrollingUse bullet points and information snippets for maxi-mum impactUse tabs to access popular products/services

Satisfy O!ine NeedsProvide store locators, shopping lists, product reser-vation, vouchers

White Space

Reduce ClutterLess videos, pictures, copyMore headlines, bullet points, white space, buttons

Use Clear and Concise HeadlinesText needs to be readable at arm’s lengthTabs and expanded fields can be used for additional details

Have a Plain Light BackgroundLighter colours create a feeling of spaceDark, contrasting text is easier to readPictures make poor mobile backgrounds

Optimise for Multiple Screen Resolutions

4 Easy Ways to Mobilize Your Content



Google AdSense for Mobile ContentGoogle AdSense for Mobile Content is a free program that enables mobile content publishers of all sizes to earn money by displaying relevant Google ads. As with other AdSense products, Google AdSense for Mobile Content uses contextual targeting to match ads to the content on the mobile site and leverages the same familiar AdSense account platform. For more information, visit www.google.com/mobileads,

Big Buttons

Rule of the ThumbDevices are often held in one handThumbs are not precision instrumentsUsers are moving while performing task

Buttons Should be IsolatedSpace around buttons reduces unintentional clicksConsider visibility and contrast of buttons

Use Color & Size to PrioritizeDistinctly coloured buttons stand outConversion buttons should be larger3D elements & shadowing make buttons easier to see

Use Descriptive Text‘Add to basket’ manages expectation, ‘Click here’ does not

Easy to Convert

Make Conversions Easy Calls to action need to be clearConversion funnels should be simple

Keep Forms ShortRemove unnecessary fieldsLeave out market research questions

Play to Mobile StrengthsUse check boxes, lists, scroll menusLimit text data entryUse top aligned labelsUse HTML5 for specific input typesAllow for phone orientation changes

Make Account Access & Creation EasyQuick login & saved details = faster conversionsMake it easy to create mobile accounts/baskets/wish lists

Use Click-to-Call for Phone Conversions



For more information on how to build, measure and optimize for mobile, be sure to check out the following resources:

Big Buttons

Rule of the ThumbDevices are often held in one handThumbs are not precision instrumentsUsers are moving while performing task

Buttons Should be IsolatedSpace around buttons reduces unintentional clicksConsider visibility and contrast of buttons

Use Color & Size to PrioritizeDistinctly coloured buttons stand outConversion buttons should be larger3D elements & shadowing make buttons easier to see

Use Descriptive Text‘Add to basket’ manages expectation, ‘Click here’ does not

Easy to Convert

Make Conversions Easy Calls to action need to be clearConversion funnels should be simple

Keep Forms ShortRemove unnecessary fieldsLeave out market research questions

Play to Mobile StrengthsUse check boxes, lists, scroll menusLimit text data entryUse top aligned labelsUse HTML5 for specific input typesAllow for phone orientation changes

Make Account Access & Creation EasyQuick login & saved details = faster conversionsMake it easy to create mobile accounts/baskets/wish lists

Use Click-to-Call for Phone Conversions



For more information on how to build, measure and optimize for mobile, be sure to check out the following resources:

適合的內容合理的排版互動的界面大按鈕原則

www.howtogomo.com

Make Your Mobile Site��DCHOME.NET 數碼天地論壇

Go Mobile

將行動網頁流量轉化成廣告收益使用320*50 和 300*250 廣告尺寸

⾏行動廣告優化


Website for Ninjas

Buy Used Ninja Swords! Cheap!

Boom Shackalacka! Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah. -‐Meh

Ever Get Hungry while out Ninjaing? Buy This!

Website for Ninjas


Boom Shackalacka! Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah. -‐Meh


測試, 測試, 再測試! (A/B Testing)

Website for Ninjas


Boom Shackalacka! Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah. -‐Meh


Website for Ninjas




Website for Ninjas


Boom Shackalacka! Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah Blah. -‐Meh Ever Get

Hungry while out Ninjaing? Buy This!

Website for Ninjas





Website for Ninjas




Website for Ninjas




Website for Ninjas




Website for Ninjas




Version 1 Green Ninja Content Le`

____________________________________________________________

__________

Version 2 Blue Ninja Content Le`

____________________________________________________________

__________

Version 3 Green Ninja Content Right

____________________________________________________________

__________

Version 4 Blue Ninja

Content Right ________________________________________________________________

______


Metric Version 1 Version 2 % increase

Page Impressions 25,000 25,000 0

Adsense Impressions 50,000 25,000 -‐50%

AdSense Revenue 20,000 45,000 125%

AdSense CTR 1% 10% 100%

AdSense RPM $0.25 $0.75 150%

Bounce Rate 25% 10% 15%

Internal Link Clicks 4000 5000 25%

Visits with Search 8000 12000 50%

Event 1 clicks 5000 7000 40%

Affiliate Link clicks 1500 2000 33%

Visit Dura<on 1:00 1:30 50%

範例: 測試成效⽐比較表

優化⼩小祕訣

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• 第⼀一屏熱⾨門點擊位置 • 使⽤用⿈黃⾦金尺⼨寸/格式 • 顏⾊色融⼊入⾴頁⾯面

1. 提高點擊率 CTR

• 同時開啟⽂文字&圖⽚片廣告 • 讓廣告主找到你 • 不要過濾廣告主 • 第⼀一則廣告代碼à⾼高點擊率

2. 提升廣告單價

• 增加每⾴頁廣告數量 • ⽤用對產品 • 建⽴立⾏行動網站, 將⾏行動流量轉化成收益

3. 增加廣告展⽰示量PV

測試, 測試, 再測試

優化檢測站⼩小作業 – Google 精美禮物


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AdSense 網站優化討論 Learn with Google ＠ Taipei

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Google AD優化技巧