Q and A: What is the best ad format to use for Google AdSense?

Dear Kalena...

I have been using Google AdSense ads on my site for a few months and I'm constantly testing the different formats to try to increase clicks. What do you think of the new link formats and do you know which ad formats are the most effective for earning income for webmasters?

thanks for any advice you can give,

AdSenser

Kalena's Answer:

Dear AdSenser

Because Google AdSense ads are contextual in nature, that is, their content is somewhat determined by the content on your page, it's difficult to measure effectiveness because you are relying on the advertiser's own ad copy to entice your site visitors to click. So no matter what format you use, if the ads displayed are poorly crafted, they will probably be ignored.

But in terms of ad formats, I've personally found the skyscrapers and the 4 link units to be the best performers. You can see both these ad formats on my blog pages. The 4 and 5 link units in particular are effective because they look so unlike traditional banner-style ads. They look just like other links on your site, particularly if you can match their colors and style with your own site design.

Here are some key ad formatting tips I've devised to help you increase your click throughs and commission:

1) Never use the traditional banner format because people recognize it as advertising immediately and tend to look "around" it.

2) Place your ads in the known hot spots on your page where visitors are known to look first. Use this Eye Tracking Study or Google's own heat map as references.

3) Never use visible borders around your ads.

4) Always match the ad background and border to the *exact* color of your page background. The handy RGB to HEX conversion tool on this page should assist you.

5) Always match the ad heading, text and link text to the same style as used throughout your page copy. Again the RGB to HEX conversion tool comes in handy here.

6) Set up different channels for each ad placement area in your site so you can closely monitor click throughs and response to changes.

7) Tweak, test and tweak again! There is always another tweak you can make that will boost conversion rates slightly. Your job is to find it.

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