Contextual Ad Optimization

Presented by:Matthew Daimler

Founder of SeatGuru.com

SeatGuru 2001-2004

Actions to improve initial results1.“View Bids” tool to understand what the CPC buyers wanted and trying to add a little more content or keywords around those.

Challenges with this layout:1.Very little content for Google to base ads on.2.Only 1 Google Ad per page allowed, no wide skyscraper (yet).

AdSense Ad Unit Impressions1 Wide Sky 1 Wide Sky ; 1 Sky ; 1 Half Banner 1-2 Wide Sky ; 1 Sky;

1 Rectangle; 1 Vert Banner

2

SeatGuru Summer 2004-2006

Goals of this redesign :1. New seating class detail incorporated repetition of “First Class”, “Business Class” etc.2. Google Wide Sky visible in 800x6003. Google ad location right in the heart of website activity.

Challenges with this layout:1. Site was built around 1 Google Ad per Page2. Still not a ton of content for Google to chew on3. Design used all tables; not great for keyword density

AdSense Ad Unit Impressions1 Wide Sky 1-2 Wide Sky ; 1 Sky;

1 Rectangle; 1 Vert Banner

1

1 Wide Sky ; 1 Sky ; 1 Half Banner

Sept 2004, Google allows the use of up to 3 ad blocks per page.

250% More Ads

AdSense Ad Unit Click-Thru Rate

1

1-2 Wide Sky ; 1 Sky; 1 Rectangle; 1 Vert Banner

1 Wide Sky 1 Wide Sky ; 1 Sky ; 1 Half Banner

65% Less Clicks

AdSense Ad Unit eCPM

1

1-2 Wide Sky ; 1 Sky; 1 Rectangle; 1 Vert Banner

1 Wide Sky 1 Wide Sky ; 1 Sky ; 1 Half Banner

70% Less eCPM

Ad Price Distribution

Price

Before

$13

eCPM

After

$5 eCPM

Diversification is Key

• For SeatGuru, we diversified into Direct Advertising.

• Most advertisers approached us (but when they did we were ready for them)

AdSense Revenue & Overall Daily Revenue

1 2AdSense Flat

Overall Revenue Up

AdSense Ad Unit Impressions1 Wide Sky 1 Wide Sky ; 1 Sky ; 1 Half Banner 1-2 Wide Sky ; 1 Sky;

1 Rectangle; 1 Vert Banner

1

Not Enough AdSense Space

SeatGuru 2006-2007

Goals of this layout1. Move to XHTML Strict & CSS for higher keyword density, better SEO2. Addition of popular Google ad types (Medium Rectangle) into hot content area.3. Medium rectangle visible in 800x6004. Wide sky visible in 1024x7685. Left menu would support 160px wide6. Tried Link Units, Integrated into Nav (per WMW) No success.

AdSense Ad Unit Impressions1 Wide Sky 1 Wide Sky ; 1 Sky ; 1 Half Banner 1-2 Wide Sky ; 1 Sky;

1 Rectangle; 1 Vert Banner

1

2

Launch of New Design

125% More Ads

AdSense Ad Unit Click-Thru Rate

1

1 Wide Sky 1 Wide Sky ; 1 Sky ; 1 Half Banner 1-2 Wide Sky ; 1 Sky; 1 Rectangle; 1 Vert Banner

2

35% Less Clicks

AdSense Ad Unit eCPM

1

1 Wide Sky 1 Wide Sky ; 1 Sky ; 1 Half Banner 1-2 Wide Sky ; 1 Sky; 1 Rectangle; 1 Vert Banner

2

35% Less eCPM

AdSense & Overall Daily Revenue

1 2

Wow

Wish I had: Google Ad Manager

Really Wish I had: PubMatic

• Auction ad inventory among leading ad networks

• Optimize type, layout, color, layout of text ads using machine learning algorithms

• Easy to implement: one set of ad tags• Get cross ad-network consolidated

reports instantly

Contact Info:Matthew Daimler

matt@thegurugroup.com