Should you put AdSense on your landing pages? There’s probably a way to make it work but my experience says no. I’ve noticed a lot of new people do it and so did we. The thinking goes “hey, if I don’t make a sale then I might get an AdSense click.”
Here’s a good example of why you should at least find out what happens without it. We were testing a campaign a few months ago and thought our landing page was the reason our conversions were low. The landing page only had a single AdSense block on it but its CTR was over 10%.
I didn’t really want to give up the Google money but threw caution to the wind and removed it. Our eCPC was higher for conversions than for AdSense clicks (big surprise). I was just hoping some of those AdSense clicker people would convert.
|With AdSense||February 1 to 21 (21 days)||1,413||297||21||7.07%||21.02%||$69.14|
|Without AdSense||February 22 to March 12 (20 days)||1,633||546||43||7.88%||33.44%||$111.80|
We obviously came out ahead (62% ahead). I was most interested in the conversions per impression (rather than the slightly increased conversions per click) when I analyzed the results. After all, I’m paying for those impressions regardless of what action a visitor performs. That’s the part that blew me away at first. We got 105% more conversions from only 16% more traffic. Wow, that’s some serious AdSense leakage.
Building Better Landing Pages
You can deduce a landing page design lesson from this too. Don’t give people too many choices. Funnel them to the action that you really want them to take.
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