Adspace Presentation

Using Google Analytics for Ad Optimization Adspace, 2009

About Scribd • Largest social publishing site • Quantcast #65 • > 50M monthly uniques • Monetized with Adsense

Using Analytics for Ad Optimization • Adsense integration for Google Analytics • Gives you a ton of data • This talk is about sophisticated ways to mine the data and use it to increase revenue

Why? • Scribd increased Adsense revenue 50% using Analytics data

• Use it to get two things • Better eCPM’s through smarter optimization

• Business intelligence

Who? • Relevant for all Adsense publishers • Especially relevant for • User-generated content sites • Database-backed websites • Collections of articles (e.g., ezinearticles, squidoo, etc.)

The Basics • Simple, free signup

What you get

What you get • eCPM by country • eCPM by traffic source

What you get • eCPM by country • eCPM by traffic source • eCPM by page url

Getting per URL Data • Use the Top Adsense Content view • Download the data as CSV • Parse it and store it in your database

Using per URL Data • Once data is in your DB, run queries on it • Use join queries to combine other data in your DB with Adsense data

• Easy to answer complex questions

Using per URL data • Sample queries • Revenue per user • CTR by length of content • Revenue by date content was posted • How long-tailed is your revenue distribution?

URL Data vs. Channel Data • Analytics data is like channels v 2.0 • Channels are useful, but limited • Only 200 channels • Can't apply channels to historical data

Optimization Ideas • Put more Adsense ads on your best performing pages

• Consider other monetization options for pages that aren’t performing

• There is an 80/20 rule in monetization

The End

• Google Analytics rocks!