In an earlier post, we debunked a myth that maximizing the number of displayed ads on a page will maximize your revenue. We had seen scenarios among our clients where YieldBuild had actually reduced the number of ads displayed on a page in order to maximize revenue.
So we ran on a test on our publisher site, HubPages.com, which also runs YieldBuild to maximize the revenue for us and the writers. The site has healthy traffic (over 13 million monthly pageviews) and diverse content lengths and layouts. We made the assumption that, since all ads were delivered via AdSense, and that content and traffic is stable across the site, that CTR was proportional to revenue.
The results confirm that more is not necessarily better:
The difference is not large (but it is statistically significant), and this is just one website, but it only takes one exception to disprove the rule. More ads does not necessarily mean more revenue.
This entry was posted on Wednesday, January 30th, 2008 at 7:11 pm and is filed under Online Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.