24 November 2007

AdSense Ads Clickable area changes

November saw Google introduce changes to the clickable area in AdSense ads. Previously AdSense Ads have been clickable across the whole area of the ad including the whitespace background. Google have however changed this in an attempt to further control accidental clicks and to ensure more value for Adwords users. The new ad format is only clickable in the title and in the URL sections. Adwords users will welcome this change because it makes it less likely that users will accidentally click through on ads as click through will now require a more deliberate action.

If this change is successful for Adwords users though then it is likely to have some impact on CTR for AdSense users and would be anticipated to lead to some drop in CTR. Initial comments have suggested that AdSense users experience of this change has been mixed so far though. Some have been reporting a drop in CTR but others have reported no noticeable change.

AdSense users should probably welcome the change though even if in the short term it produces some drop in CTR. If Adwords users are reassured about the reliability of click through then this can only help to encourage Adwords use which in turn should help to keep click bid levels up and in the longer term this translates to better profits for AdSense users.

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