Upcoming AdSense Changes to Custom Formatted Ads

New Arrow on AdSense Ads

Last week we got a bit of news that Google AdSense has changed the way its auctions work.  This change was rolled out to standard units (in December, we believe). Most folks didn’t notice that lower revenue per click was made up with higher click-through rates because AdSense launched a formatting change that included arrows in the ad format at the same time.

While AdSense hopes this will be good for the long-term health of advertising-supported businesses, it’s going to mean a decrease in the revenue per click that we earn.  Like all of you, we are concerned about revenue.

We have been optimizing the page and running tests to see how we can increase revenues to make up for the loss we will experience.  We’ve been told to expect the change the week of March 11th.  The estimated revenue hit is 10 to 13% of the custom-formatted revenue we earn based on January earnings.  We have made several tweaks to the custom ads we display on Hubs in February (custom ads are the units  you see within the content area of a Hub), so it may turn out to be more than that.  I think the best case scenario would be that we see a total hit in the 5% range (the worst case scenario would be a hit in the 10 to 15% range).  We won’t really know what the impact will be until the pricing changes go through.

When AdSense shared the news with us, they also gave us a new product to try called CSI units.

Custom formatted ad

These units can be sized to non-standard sizes like the custom 520X200 unit we have below Hubs.  The main difference is we can’t blend the fonts as well or have as much control on the layout, but the new units add the little graphic arrows that seems to help the click-through rate.  Our plan is to run the CSI units side by side with the custom ads and see which one performs better.  After a few weeks, we will switch to the units that perform best.

In short, we are going to see a drop in revenue per click and we have a few weeks to see if we can offset the loss with tweaks to our ad layout. Most of the tests are now running on Hubs for the web version of Hubs (not mobile versions).

We are highly dependent on custom ads for mobile, and while there are fewer options available for that format, we are on the beta list for a new type of unit called an adhesive unit that anchors to the bottom of the page which we hope to test out soon.

We will keep you posted as we learn more.

7 thoughts on “Upcoming AdSense Changes to Custom Formatted Ads

  1. I think this will help to increase the revenue as I got much revenue compared to last week’s days to other days from the beginning of my earning through HubPages.

  2. This does not surprise me at all. I’ve long suspected that the algo was only part of the picture in relation to dropping ad revenues and that Google was keeping a larger share. This information seems to be right in line with this.

    If Google continues to cut out the middle guy, one can see down the road, fewer people willing to display Google ads on their pages.

  3. Thank You. Honestly I am not sure of it all since I have not studied the details of this portion of marketing hubs, yet. Yet, I realize it is change and change is always significant somehow and someway. Until I do study and understand the earning portion as I near the completion of learning the varying how’s of writing – content, and the varying means of its presentation I will place my faith in those who do know much more than I, simple enough.

    Tim

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