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AB testing can maximise ad revenues
11/02/2010
AB testing could provide some resolution to webmasters unsure of whether to provide advertising space as available or on a guaranteed basis.
Websites which sell their advertising space through guaranteed and as-available deals could find that AB testing is the key to maximising their revenues.
Neal Mohan, vice-president of product development at Google, writes for the search engine's official blog of the different ways webmasters can advertise through Google and its products.
They include trading services where advertising space can be sold to specific companies, as well as programmes such as AdSense where space on the page is filled with relevant advertisements based on the page's content.
Using AB testing, webmasters could find they are able to determine the most successful option for them in terms of revenues - whether it is better to fix the advertising content by selling space to one company, or to allow AdSense to serve automatically selected advertising instead.
Within AdSense, there is the opportunity to filter out specific URLs, meaning it is possible to ensure that competitors' advertisements do not appear on a specific website and further increasing the webmaster's control over their site's commercial space.
Neal Mohan, vice-president of product development at Google, writes for the search engine's official blog of the different ways webmasters can advertise through Google and its products.
They include trading services where advertising space can be sold to specific companies, as well as programmes such as AdSense where space on the page is filled with relevant advertisements based on the page's content.
Using AB testing, webmasters could find they are able to determine the most successful option for them in terms of revenues - whether it is better to fix the advertising content by selling space to one company, or to allow AdSense to serve automatically selected advertising instead.
Within AdSense, there is the opportunity to filter out specific URLs, meaning it is possible to ensure that competitors' advertisements do not appear on a specific website and further increasing the webmaster's control over their site's commercial space.