Google India recently invited some of their
AdSense publishers for a day-long event in Mumbai to share insights
into the state of online advertising in India, they offered a sneak peek
of some upcoming ad-related products and all this was followed by
interactive sessions on how publishers can better monetize their ad
inventory.

The
event, called Google Partner Connect 2011, had Rajan Anandan (Google
India MD) deliver the opening address and that was followed by sessions
on AdSense, DoubleClick, Google Analytics and YouTube.
I may not
be able to share every single detail here (the slides read “NDA and
confidential”) but some of the tips shared at the event might benefit
all AdSense publishers. Let’s go:
Tip #1: When
creating channels in AdSense, always specify the following details in
your channel name so that advertisers can better target your website.
a. Location of the ad unit (ATF for Above the Fold or BTF for Below the fold)
b. The size of the ad unit (like 336×280)
c. The type of ads that the unit can accept (Image or Image_Text or Text)
d. The category of pages where that ad unit will be displayed (like TechPages)
A sample channel name could therefore look something like this:
300x250_ATF_ImagesOnly_TechRelatedPages
Tip #2:
Try to manually share the demographics of your website audience in the
channel descriptions to give advertisers a better understanding of the
target traffic.
Tip #3: If you are a frequent producer of video content, apply for the
YouTube Partners
program now. They are accepting entries from small video publishers in
India and once you become a partner, you get better analytics for your
videos, you get a customized YouTube page (
see example) and best of all, the video views can be monetized through AdSense.
Tip #4: When using
split A/B testing to determine your best performing ad units, run the experiment for at least two weeks before drawing any conclusions.
Tip #5: If you come across sites that are scraping your content, use this
online form to directly report the issue to Google. Also, make sure that you submit a
spam report to Google through your own Webmaster tools account.
Tip #6: Always link your AdSense account with Google Analytics and also
share your traffic statistics
in DoubleClick Ad Planner to attract potential advertisers. When more
advertisers decide bid on your site for the same ad slot, the CPM rates
will naturally go north.
Tip #7: Find your pages
that have the highest bounce rate according to Google Analytics. You
can’t really do much to reduce that figure but what you can do is
experiment with different kind of ads on such pages.
Tip #8:
Find pages through Google Analytics that bring the maximum revenue
through AdSense (you can easily find this data under your Analytics
dashboard – > Content – > AdSense – > Top AdSense Content).
Create separate channels for such pages and expose them to advertisers
so that they directly target these high-performing units through
placement targeting.
Tip #9: Instead of serving AdSense ads directly using the default code, you may consider serving them via Google DFP.
You’ll then have more control on who sees and who doesn’t see your ads.
For instance, you may setup domain targeting in DFP such that visitors
coming from site abc.com don’t see a particular ad unit (or vice-versa).
Tip #10:
Place the site search box at a very prominent and visible position on
your web pages (like top-center or top-left). Though you can add a
regular AdSense ad unit on search results pages, DO NOT use one as ads
in that unit will not be contextually related to the search terms and
hence may not perform well. You may instead use Google Custom Search
with ads displayed at the top and right of search results.
See more AdSense Optimization Tips.
And one more thing. The Google AdSense team is currently based in Hyderabad but they will soon be shifting base to Gurgaon.