Adsense Blending: Higher CTR’s?
Ever since I started with internet marketing in 2005 I’ve heard people saying that by blending your Adsense ads you increase your CTR (click through rating).
Here’s what blended Adsense ads look link on Mashable:
Click to see it full-size
Down in the bottom right, there’s an Adsense block and it’s in the same lighter shade of blue that Mashable uses throughout their site. It blends with the overall site design.
And above, we have an example of Adsense that isn’t blended with the site. It stands out because it’s in a different color than the overall design.
Image ads are another type of ad that doesn’t “blend” in that they are their own design and graphic, so they most likely wont match or blend into your site.
Back when I started in 2005, I was smart enough to test and see if blending ads did in fact increase my CTR – and it did.
But I wondered if that had changed? It’s been 7 years since then, after all!
The Blended Adsense Test
On December 13, I changed the colors of the Adsense ads on one of my sites – a very consistent site that isn’t seasonal – to blend and match the WordPress theme (WP-Ellie by Solostream):
I’m using the ad block at the upper right as well as a sidebar ad – but unlike the picture above, my sidebar block is at the top of the sidebar (to keep it as far above the fold as possible).
I also have a small Adsense unit above the individual posts (but below the post title) on the individual post pages.
So everything remained the same on the sites except that the colors were changed to blend and I set Google to only use text ads on the site.
The Blended Adsense Test Results
I let the test run for about 3 weeks, and have the results for your today.
While Adsense won’t allow me to give exact figures, I can tell you that my CTR was cut in HALF with the blended ads.
Yes, 1/2 the amount of people clicked the Adsense blocks when they actually looked nice and matched the site!
Next Steps
I’ve switched the ads back to the “Google Default” colors (they totally don’t match the site). I’ve left the settings to only display text ads to get a baseline number for my next test – does allowing images increase or decrease CTR?
What does this mean for you?
If nothing else, I hope it means that you’ll question what you’re taught (even by me!!). Not because anyone is out there lying to you on purpose though!
No, you’ve got to test this stuff yourself because your results could vary. What’s right for my niche (non-blended ads) could fall flat in your niche and lead to a massive bounce rate. Or just lead to lower CTR’s for you.
Time also changes things. The advice that might have been correct 7 years ago might just be outdated now.
It could be theme dependent – what works well with one theme won’t necessarily work an another.
Test everything – this is a test I’ll be running in other niches to see if it holds true for those sites as well.
Any other tests you’d like me to run? Let me know in the comments!
That’s interesting to me in that I just recently have been re-reading Adsense Blueprint by the Immediate Edge folks… I am in a quandary because all of my adsense revenues have gone by the wayside and I tried blended/ and default… I appreciate what you shared also with regard to theme testing w/either color choices/text/image etc…
good solid content/informative/relative to my current scenario… a new beginning on all fronts, for me at any rate.
<3
I added Adsense to my Challenge site when it was taught by Marty in 2010 and hated it! No matter how much I tweaked it the ads never “matched” the content of my site…what does incontinence have to do with iPad apps? Not really but almost. I did not like the fact that the less than stellar ads reflected back on me… and removed them altogether. I know I tend to discount sites that have flagrant, garish Adsense ads… I just never want someone to think that of me and my site(s). I still struggle with monetization but that’s one thing I vow to address this year.
I just pulled the last of the adsense ads off my sites. I’ve never made a cent from them in any way shape or form. I make more using my own ads for my own products.
Nice test. I have built lots of AdSense sites, and my casual observation is that the uglier they are, the more money they make. In your test, it would be very interesting to know (as an ad buyer) what the conversion rate is for the higher CTR. Too bad those data are not available. Sure would be fun to work at Google and have access to all the AdSense and Analytics data at the same time….
Love your stuff Michelle. Keep up the good work.
Good post Michelle, I have found that in several niches that adsense on my sites affects my search results in Google. Strangest thing because they make more revenue. Also getting adsense ads to be relevant to several of my sites is getting more difficult due to re targeting, there isn’t a way to switch it off as a publisher as far as I know.
But what I did notice is if you go to a Google places page the ads are highly likely to be relevant.
If you go to a blogspot site there is slightly higher relevancy.
Google are frustrating me more these days with the variations in their search results, the unpredictability with Google Places changed happening too often and adsense. I am sure I am not the only one but Bing is so much more friendly as a user (not necessarily meaning as a marketer or SEO guy as I still optimise and look for the results in Google).
Social media seems the best way forward these days, combined with CPA or other forms of advertising.
Pretty basic adsense monetization and a good review for those of us who have strayed from the basics in our campaigns.
I’ve ALWAYS opted for my Adsense and other ads to stand out from the rest of my site. I do this in EVERY SINGLE niche I’m in for a few very good LOGIC reasons which I honestly think most people have no idea about. Blending ads is a terrible idea and an absolute newb mistake. You see, while it might make the ads look better and be in keeping with the overall site design what’s the point of it? I’ll tell you… There isn’t a point to it, its pure crazyness. Think about it, why on earth would anyone choose to blend their ads because blending ads is HIDING the ads. I want my ads to stand out so everyone see’s them and NOBODY misses them. Its pure common sense, the more people who see the ads, the more clicks you will get. I mostly use the default colors for my adsense ads but if for any paticular site I think they’re not standing out enough I will choose a totally unique high contrast color for that site that isn’t found anywhere else on the page. This FORCES a visitors eyes towards the ads making them impossible to avoid. From my own experience the colors that tend to work the best by standing out the most are either a deep bright orange, pink, violet, or purple. Stay away from dark reds because this is not a good color from a psycological perspective.
Also one other point that I also think is important to mention. Most website viewers are NOT stupid. If they see an adsense block that’s been blended to match the site design most people will assume, right or wrong, that the owner is trying to trick them into a click. By making the ads stand out and showing the world they’re adsense ads it comes across as more honest. I’m guessing this is the primary reason why blended ads get a lower click rate.
Good article. Thanks
So many factors on the blended vs. not blended debate. Vertical, Text links, etc, etc.