November 2009
Intermediate to advanced
432 pages
11h 18m
English
Content preview from Google Advertising Tools, 2nd EditionBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Understanding the Metrics
Now that you understand the basics of navigating the AdSense revenue reporting mechanism, it’s time to consider what the numbers reported mean and how you can get increased value out of the reporting.
It’s quite appropriate that the Ad Performance statistics should be the first thing you see in the AdSense application, because as an AdSense publisher, you need to keep a close watch on these statistics. This chapter goes into the details of slicing and dicing the information you can get from the Report screen, but let’s start with the mile-high view first.
The most important statistic for you to pay attention to is the CTR, or click-through rate. CTR measures the percentage of times visitors click, and can be broken down on the basis of what is being clicked into Page CTR (page percentage click-through rate), Ad Unit CTR (ad unit percentage click-through rate), and Ad CTR (the percentage of times an individual ad is clicked). Page CTR tells you how effective your pages are as hosts for advertising, and Ad and Ad Unit CTR tell you how well specific ads and ad configurations work.
Page CTR should be in the 0.5 percent to 2 percent range (meaning that an ad is clicked from 1 to 4 out of every 200 times a page is displayed). As you’ll see when you learn about the AdWords program in Chapter 10, a 2 percent Ad CTR is a home run; it’s more normal to expect something slightly below 1 percent.
Note
Click-through rates are higher for ads displayed on Google search results ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.