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The answer is obvious and clear: Google!
Let's assume Google gets 50% of the cake and you, the publisher the other 50% - hence the more you earn the more Google earns. The higher your CTR the more $ you earn, the more $ Google earns on the other side of the business.
As a long time professional publisher I am always again and again amazed how little time new site owners and adsense users invest in reading Google's tips and recommendations. Google as a major IT company certainly is expected to have top people using top analyzing tools to optimize the entire adwords/adsense business for the benefit of all. Keep in mind that higher CTR also most likely will turn adwords customers into richer people hence all are benefiting from real adsense optimization on your site.
I will help you find the original pages at Google - in other SEO and adsense forums it also appears that most adsense newbies fail to find the original Google adsense optimization tips / pages.
It is well worth to spend a few days - each day several hours - to study some of the Google success stories published on Google's pages and study the tips. The increase in adsense revenue increase is well worth your true efforts and investment of many days into optimizing your entire site. Finally you invest hundreds of thousands of hours into finding and creating value content. To do so you invest ten thousands of dollars and at least part of your investment should or might come back via on site advertisement channels.
If you earn more - I still earn the same as ever before - nothing more and nothing less. If you earn less or nothing at all, I still earn proportional to my own efforts and nothing more or less. But If you earn more - your adwords customers also earn more and most of them might be smaller business or family business. Hence if you optimize your site - you as well as your adwords users earn more and that means more people have a better life and are more happy ... hopefully. That is enough reason and motivation to give you all I know and all that has helped me to optimize my own adsense revenue during the last 6 months. I studied all, applied all investing a few hundred hours total - and have more than doubles my CTR and more than doubled my Google adsense income during the last 6 months. I also have substantially increased the investment into more and better content of my site and thus needed those extra few hundred $ monthly - finally part of all flows into help toward needy once after all expenses paid.
After reading below part of this Adsense optimization howto - you may really want to benefit from reading thru my published adsense tips and precise ad placement instructions and my most successful ad color schemes. It's no secret how to be successful, never can be and never should be - because the better you become, the healthier and stronger the global economy and the better we all are doing. Hence in my very successful blog, with many totally different topics, you see a summary of my own 10+ years of publishing experience ... just for you to picked up and converted into your very own personal success.
Start from top to the bottom to read the below links, then apply it to your site. Make the extra efforts to change or modify templates to optimize proper positioning according to Google's heat map - a copy is shown below to make your life easier
Adsense links overview:
the original is on the Google's adsense heat-map page
As you see - some of the top placement locations on a page may require creative page design - or change of templates. Do it ! sit down and place the adsense when ever possible according to the adsense heat map, the difference easily might be 100%-200% more revenue - double or more your CTR!
Now that you know where to place the ads for highest efficiency - study the most popular ad formats:
Google says: " ... The formats we've found to be the most effective are the 336x280 large rectangle, the 300x250 inline rectangle, and the 160x600 wide skyscraper. ..."
Google should know - finally you should accept the fact that Google knows best what formats are clicked most and what formats bring highest $ revenue to all - adwords users as well as adsense users / publishers.
Study the formats that offer picture and video ads on Google's site to assure you have only formats that enable pics and videos for highest optimization and best possible revenue potential. as you see - the a.m. most successful formats all allow picture and video ads in addition to the regular text ads. Hence all is open for a free market competition of your advertisers on your site. May the best win and all benefit from honest and hard work
More Adsense revenue also means more $ to invest in improving quality and quantity of site content, resulting in even more visitors and more income to further improve your site and quality of life as well.
What has SEO with Adsense success to do you might ask ...
a lot !
poor SEO will "flatten" your ads that appear on your entire site. Poor SEO means using no meta tags or poorly created and poorly optimized/individualized meta tags. If most of the forum software and CMS in use start the title tag with a general board or site description on every page you have, then a substantial part of the relevant keywords are identical thru your entire site or at least thru substantial sub-sections of your site. Hence you will have a whole bunch of identical Adsense ads appearing on your pages - resulting in bored surfers and much fewer CTR.
Hence if you want to be successful in SEO and get the largest possible number of visitors from major search engines, then each and every page needs a fully individualized and optimized set of meta tags and title tags on each and every page to assure that a largest possible variety of keywords across your entire domain is created - resulting in a wide variety of different advertisers appearing on your pages!!
Meta tags relevant to Google Adsense keyword selection for ads are: meta title, meta description, and all texts, text titles H1, H2, alt text in pics, etc - just a real top SEO Learn SEO - apply it, even if it means hundreds of extra working hours, the benefit is that despite ever growing competition on the global www market you always will stay on top of the competition. why on top ? because the vast majority of all web publishers simply are far too lazy to ever compete with you. the vast majority wants easy money from smallest efforts.
More to be published as available and useful
love and bliss
hans
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