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"Jaan Janes - SVP, Business Development, Pulse 360Talks about Pulse 360 and what they do. Relvancy - Shows some good examples that his company does and some bad ones by Google.Relevancy: Do your ads even matter? Alot of sites have unreasonable amount of ads and this hurts other sites.  Sites have too many banners, buttons, widgets and so on - its just clutterSponsored Link Tips\n1. Show the ads - usatoday, wallstreet journal, msnbc examples - clean design\n2. Focus on the Audience first - Many advertisers will start blind and then learn to focus on certain audiences. Advertisers go on audience and general topics - they dont do 1:1, more Category level for a given topic.\n3. Dont be afraid to try different colors - try colors and tinker with things. He encourages you to experiment\n4. Try different placements and ad types - Move the placement around and see the shapes/sizes as well\n5. Bottom of the page = bottom of the barrel. Please dont run sponsored linkes 4,567,890 pixels down the page!Plugs a new Vertical Adnetwork.Aaron Wall - Seo Book Optimization vs Overkill\n - Depending on format it can be useless to the user.\n- build authority and monetize backfill content\n- dont float ads left at top in content area\n- site has to sel itself\n\t- if too aggressive the ads cost you links\n\t- perception of quality during se reviews\n\t- navigation needs to be useful\nShort Tail Sites\n\t - few spots up in the organic rankings can make a diff in earnings\n\t- infest in SEO\n\t- make site easy to link to\n\t\t- site design\n\t\t- wait to monetize\n\t\t- supporting featured contentLong Tail Sites- Keep core pages clean\n\t- blog readers dont click many ads\n- use ad channels to determine where the $ is\n- site structure\n\t- link equity push at top earning sections\n\t- less link equity at lower earning sections\n\t- deep link internally on popular articles\n\t- remove ads from exceptionally poor performers - when they rebound then put them back.\t- if you do link bait - dont be afraid to add links to some of your better pages after the wave of traffic is overOn Page Optimization tools\n\t- analytics are your firned\n\t- ensure to mix up keyword usage\n\t- longer pages match many keywords\n\t- use a bariety of terms\n\t\t- www.quintura.com\n\t\t- goolge adwords has a tool that gives you what a page is relevant to\n\t\t- tools.seobook.com/yahoo-keywords/\nAdvanced Tips\n- Ad filtering\n\t- members can turn ads off\n\t- date based ad inclusion\n- Link Building\n\t- buy a few links pointing at the best earning pages\n\t- syndicate contetn and deep link to best pages\n- Own the best keywords\n\t- create a second page to get a double listing\n\t- create authoritative documents or\t\n\t- spin out sites\n- Create your own productPlug for Seo Book\nMatthew Daimler - founder/CEO of Seatguru.comAirline seatingShows 2001 Page with google Adsense on the page. Google adsense did 100-200 a day rather then the 100-200 a month that the old ads were doing.Targeted:\"View Bids\" tool to understand what the CPC buyers wanted and try to add content or keywords around those.1. Networks use content of page to show ads\n2. Only 1 Google Ad per page allowed, no wide skyscraper (yet)Impressions over last 5 years1 Wide Sky - shows some spikes2004-2006 - a new design comes into play. New navigation and more content for the contextual advertising. The goal was to get the ads they wanted to show up on the site.Goals:1. Get keyword repetition\n2. Google wide sky visible in 800x600 resolution\n3. Google ad location right in the heart of website activityChallenge: site was built around 1 Google ad per page. Design used all tables and thus had a poor keyword density.1 Wide Sky, 1 Sky, 1 Half Banner - Sept 2004 - impressions goes WAY up. When they tripled the impressions the click-thru rate dropped by a lot. The eCPM dropped a lot as well. They saw a 80% drop.Thoughts on Supply and DeliveryShows list of 8 Advertisers and CPC.Level 1 Publisher gets Level 1 Advertiser\nLevel 2 gets the middle and Level 3 gets the bottomWith more ad units it changed. The Levels each drop with Level 3 getting a lot of PSA's.Diversification Required\n- Added direct advertiser to replace some of the Google ad blocks.  They went directly to the top advertisers and signed some of them up - and some even showed up twice (once in Google and once in Direct).Adsense &amp; Overall Daily Revenue\n- Chart shows that less Google Ads and being more diverse shows site revenue up.There is a downside - Adsense impressions and revenue dropped. They went too far one way and had too much direct advertising.To fix this they did a redesign in 2006.Goals: Moved to CSS\nNew features, new menu, more content\nUsed more popular Google ad types (med rectangle)\nMade sure at least 1 full ad was in 800x600\nMade sure wide sky was seen in a 1024x768\nTried link units, integrated into Nav - had no success and never went backShows chart of Adsense Impressions\n- Result was a spike of 5x of impressions.\n- Click-thru rate did drop 20-30%\n- eCPM dropped but not a lot\nAs a small publisher they didnt have time to test and further optimize. Only used Google for 5 years and never tried any other network. Didnt get to change shapes, colors, and other different types. Ad Products - didnt get to test different types of products either.PubMatic - it brings different ad networks together and optimizes it for youQ&amp;AQ:Is there a type of ad for a type of content? Affiliate deals or Adsense work better on certain types of sites?Matthew - Talks about different types and how forums are hard to monetize.  Look at the site and think like a user. If you were a user would this type of ad or an ad here annoy you?\nAaron - For informational sites he likes to have ads visible at the top of the site in navigation and at the end of content so that a user has something to do.Q:When you started your direct ads, was there software you used?Matthew - to validate data you can run surveys and such. The advertisers were using 3rd Party software and that was taken into account. Doubleclick \"lost\" 15-20% of traffic and was taken into account for pricing.  Billing the client is a lot of work and hassle. They used a 2x multiple of the eCPM as a pricing model. With the loss of Doubleclick, getting the client to pay, and other hassles, its not as much as you would think.Detlev jokes that he must of had a full time employee then. Matthew laughs.\nQ: What does the panel think about MFA theory, and if going from 3 banners to 2 is good.Matthew - saw difference when they ran 2 or 3 ads. Google still fills the ads in the order that they were processed. So if you have a bad location ad render first, the highest paying clicks are being lost.  If you have a MFA that gets the traffic and gets the clicks - Google is going to want to be there and will serve the highest paying ads.\nQ: Different niches get different click-thru? For a site with more new users get higher CTR then one with repeat visitors?Aaron: Some of his sites show one thing and others show another. It just depends on the site\nMatthew: One ad was up for 2 years and had the same CTR the entire time. He also thinks that sites with less web savvy users will get a higher CTR on ads.Contributed by Dave R."^^<http://www.w3.org/2001/XMLSchema#string>
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