Controlling Your Ads

1 Attracting Relevant Ads

Getting the color and placement right will help improve your click-through
rate. But neither of those will affect which ads your site serves.

In theory, Google controls the ads that appear on your site. You don’t get to
choose them at all. In practice, there are a few things that you can do to
stop irrelevant ads from appearing and ensure that you get the ads that give
you cash.


2 Keep The Title, Directory And Headlines Relevant

How exactly the crawlers read pages is a secret guarded about as closely as
Coca Cola’s special syrup formula. One thing that does seem to have an
effect though is the title of your URLs and files.

When you create your pages and view them on your computer before
uploading them to the server, you should find that AdSense serves up ads
related to the name of the directory that holds the page. That gives a pretty
big clue as to at least one of the things that Google is looking at: the name of
the directory.

3 Finding Keywords

We know that Google’s crawlers search websites for keywords, then reports
back and tells the company what kind of ads to send to the site. If your site
is about pension plans for example, then your keywords would be things like
“retirement”, “401k” and “pension”.

Getting the right keywords on your site won’t just make your ads relevant; it
will also help you to make sure that the ads you get are the ones that pay
the most.

4 Keyword Density

You’ll need the right keywords to get the right ads. But you’ll also need the
right amount of keywords.

There’s no golden rule for putting the right number of keywords on a page to
get the ads you want. You’ll just have to experiment. It also seems to be the
case that keyword density is counted across pages, especially for high-paying
keywords. If you have a site that's generally about cars and you write a page
for car rental, a higher-paying keyword, you might find that you need to
produce several pages about car rental before you get the ads.

In general though, if you find that your ads are missing the point of your
page and that your titles are all correct, then the next step would be to try
mentioning your keywords more often and make sure that they’re all finely
focused. For example, talking about “fire extinguishers” is likely to get you
better results than talking generally about “safety equipment.”


5 Keyword Placement

It shouldn’t really matter where you put your keywords, should it? As long as
the right words are on the right page in the right amount of numbers, that
should be enough to get you relevant ads, right?

Wrong.

One of the strangest results that people have had using AdSense is that
putting keywords in particular places on the page can have an effect on the
ads the site gets.

The most important place on your webpage is directly beneath the
AdSense box. The keywords you place there could influence your ads.

6 Keyword Frames

One of the reasons that websites don’t always receive relevant ads may be
that all the navigation and other non-content words affect the way Google
reads the page. If your links and other words take up lots of space, it could
well skew your results.

One way to avoid your navigation affecting your ads is simply to create
frames. You put all of your content in your main frame and the navigation
material in a separate frame. Only the “content frame” has the Google code
(google_page_url = document.location), so your keywords won’t be diluted
by non-relevant words.


7 Section Targeting

Probably the most effective way to ensure the crawlers read the keywords
you want to emphasize though is to use Section Targeting. This is a fantastic
technique. By simply inserting a couple of lines of HTML code into your Web
page, you can tell the crawler which parts of your site are the most important
and ensure that you get ads relevant to that content.

8 No 'Baiting'!

Often I've clicked through a 'promising' website, only to find reams of
keyword spam, interspersed with AdSense. Websites like these make
AdSense look bad.

Keyword spam may trick search spiders, but your human visitors will leave
disappointed.

People hate being 'baited' by a web marketer. Offer content that makes
their visit worthwhile. Address the needs and concerns of your visitors
with original content.


9 Changing Metatags

Metatags certainly aren’t what they used to be, and in AdSense they’re
barely anything at all. There’s a good chance that when it comes to deciding
ad relevance, your metatags have no effect whatsoever.

I’ve already mentioned that the title of your page will have an effect. It’s also
very likely that the description does too.

But that doesn’t mean that your metatags are completely irrelevant when it
comes to AdSense. They aren’t. They’re only seem to be irrelevant when it
comes to serving ads; they still play a role in search engine optimization and
getting your site indexed faster.


10 Inviting The Robot

So far in this chapter, I’ve explained some of the ways that you can tweak
your page to keep your ads relevant. But the changes you make won’t have
any effect until Google’s robot stops by and re-indexes your page. What will
generally happen is that once you upload your new page, you’ll still get the
old ads and you might have to wait some time before the robot visits it again
and you can find out whether your changes have the right result.

source : www.joelcomm.com