Optimizing Presentation of AdSense Ads within Blogs

Abstract

AdSense text ads have become a popular method of advertising on the web, specifically within blogs when using Blogger. With increasing popularity of blogs, AdSense ads are enticing to bloggers because they offer financial rewards with relatively little effort. The biggest challenge with AdSense is generating revenue through clicks or impressions. Google offers tips on optimal presentation for ads to generate higher revenue, but empirical evidence is lacking in this area. Thus, the purpose of this study was to examine two important presentation elements of AdSense ads, location and color scheme. Results suggested more information is remembered about an AdSense ad when it has a high contrast color. Increased awareness can lead to higher recall of the ad, thereby, helping build the brand of advertiser which can increase clicks.

Differentiation of online text-based advertising and the effect on users’ click behavior

“…Fox, Smith, Chaparro, and Shaikh (2009) suggest that adverts should be located high on the page and use a contrasting color scheme. By maximizing visibility, adverts are expected to build brand recognition and it is suggested that this increased recognition will result in increased click rates (Fox et al, 2009). However, for pay-per-click adverts, brand recognition alone is not sufficient to generate revenue for the website publisher.…”