Do You Display Public Service Ads By Google?

By Simonne on Mar 18, 2008 under AdSense

As you already know, contextual advertising networks display ads which match the content of a page. What if there are no matching ads in the system?

In such a case, Google AdSense will display Public Service Ads By Google, ads for which you don’t get paid when people click on them. Why would anybody want to put the space on his blog in the community service? If you put AdSense on your blog, I assume you want to make money. And you do make money.

But instead of making money for you, you make it for Google and for the community. OK, I feel sorry for the hurricane victims, but I’m not spending hours every day on building traffic to a website which feeds the poor. I’d better make some money for myself and then donate to the poor if so I wish. You don’t have to spend your nights on link building only to be able to have more donations routing the hurricane victims way via Google.

Optimizing Your Blog For AdSense

Let’s make it clear now: who do you think is clicking on your AdSense ads?

• A. Your feed readers
• B. The readers who spend minutes on your site, reading a few pages any time they arrive there and taking time to comment on your latest post, to tell you how marvelous you are?
• C. The so-called “Entrecarders” and “Stumblers” who are like clicking machines, but only on the button they are used to
• D. People who have a need, who found your site in a search engine, and couldn’t find in it a quick solution for their problem

Do I hear a big D from you? If not, then you’re just perfect, you don’t need to optimize anything.

If you see that D is the visitor you’re after, then you are on the right track.

Google Is Guided By Your Permalinks

OK, you know what your blog is about, but do you think Google knows it, too?
You cannot clearly communicate to Google, to tell them “hey, my site is about lawyers in Florida, so please serve those lawyers’ well paying ads on my pages!”.

And if Google comes by your site and sees your pages URLs looking like: www.mylawyerssite.com/blog/?id=566, chances are that you’ll get ads about blogs and blogging, and about lawyers in general.

What if it comes and sees the following URLs: www.mylawyerssite.com/florida-lawyers, or www.mylawyerssite.com/florida-divorce-lawyers and so on? It will “think” that your site is an authority in matter of Florida lawyers, so you’ll get those fat ads you’re after (provided that you also optimize the content for the appropriate keywords)

Conclusion: step one after installing wordpress, go change your permalinks structure from, the default one to domain.com/postname.

Google Is Guided By your Content

If your blog is not sharply focused, and you have lots of things in your sidebars and footer which may be misleading, you may get ads which are not exactly about those lawyers in Florida you know that pay so much for a click.
But you can instruct Google AdSense to consider only a part of your text when spidering to see what ads to serve you.

This is called section targeting, and it is thoroughly described in the Google AdSense help.

You Can Choose To Replace Public Service Ads With Your Own Ads

You may have good permalinks and AdSense section targeting and still get Public Service Ads. This happens because people across the world don’t see the same AdSense ads on the same page. If I access your Florida lawyers page from Europe, I might not be getting any ads, because those Florida lawyers who pay $30-$40 per click are not stupid to show those ads to me. Most probably they use geo targeting to get the ads seen only by their potential customers.

Conclusion: never let Google to serve those public ads when there’s no content match for you.

In the AdSense ads setup screen, you’ll encounter this form:

1. The first option is enabled by default. Change it to the second one: Show non-Google ads from another URL.
2. Then you have to provide the URL where Google should take the ads from.
3. For this, go to an affiliate program you are a member of, or to another contextual advertising network and get the code for an ad of exactly the same size as your AdSense block.
4. Open a new Notepad file (you can use any other text editor, as well) and paste the code in it.
5. For saving the file, enable the option “save as all files” (or something similar) which will enable you to save the file as myadfile.html (replace myadfile with whatever name you want to give to that file)
6. Using a ftp program, upload the file to your server (a good and free ftp program is SmartFTP.com), in the root folder of your blog
7. In the Google AdSense setup, fill in the URL name: http://www.myblog.com/myadfile.html
8. You are done. If you have more than one blog and you want to use the same alternative ad on all of them, you don’t need to define a new html file for each blog. Use the same URL for as many blogs as you wish.

Remember that your time is valuable. It is never coming back. So, since you are working hard to bring traffic to your AdSense site, why not earn as much as possible out of that traffic? Besides, you can always choose to give something to any charity you wish. But let it be your choice to whom and when to give it.

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