The Smart Way to Balance Ad Network Banner Ads with Google AdSense
Not too long ago I had an interesting conversation with an ad network account manager from Gorilla Nation Media (a fine company who I’m no longer with) who told me that the company was amending its policy on web publishers using default Google AdSense “image ad†code in areas where the network had graphic/flash banners. Of course, I had to ask why since my current network, NetShelter, had no such restriction in place. It turns out ad clients got wise to the fact that they could get a better deal – or extend their ad dollars – by using Google AdWords to buy image ads (which now include Flash animation and video) on the same properties at drastically reduced prices from the market rate networks were justly trying to get for their publishers.
You have to remember (or know) is that Google AdWords clients are able to set up their campaigns by click-thrus or by CPM with image ads. What’s more, clients can start their CPM pricing for pennies if no one is bidding on that same location and ad format. So, in essence, publishers, by allowing image ads from Google AdSense, were inadvertently shooting themselves in the foot and making it extremely difficult for their ad network to secure any lucrative campaigns.
So here’s what you need to do as a publisher who uses both a rich media ad network and Google AdSense:
- Set all your Google AdSense code in premium shared locations to “text†only. Tip: You can use your existing code and switch google_ad_type = “image_text”; TO google_ad_type = “text”;
- Remove or Edit any “Ad Placement Channels†you’ve created for those spots publicizing the fact that image ads are offered to clients.
* Of course there’s an exception here… if you have a Google AdSense ad in a place on the page that is not shared with your ad network, there’s no reason not to run a image_text ad if it’s appropriate for that space.
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About
Alexander Grundner is a San Francisco Peninsula based web publisher who spends most of his time tracking down news stories for eHomeUprade, attending technology events, or working on his next big project.
For fun he likes to stay active outdoors, take photographs, shoot video, hack together PHP/Python code, play with Linux, and test new technologies.
