Google AdSense Introduces Half Page (300×600) Ad Unit: Better Revenue Potential?

Great news, website owners! If your websites are monetized by Google AdSense or you are in the middle of considering whether AdSense is for you or not, well, this latest development might entice you to take action. Google AdSense has just announced in the official blog that you can now add what’s called half page unit (sized 300×600) to your web pages.

Great news? How so?

If you visit plenty of websites like me, you’ll notice that there’s more 300×600 ads displayed than ever. Typically animated, even interactive, the 300×600 ads are surely eye-catcher; this is partly because they are not your typical 468×60, 300×250 or 728×90 ads, which tend to be ignored due to banner ad blindness.

According to a report released by Google, Display Business Trends (in PDF), 300×600 banner ad size is one of the fastest growing sizes, whereas the “classic” banner ad sizes, such as the 468×60, tend to decline in growth.

To compare, consider these stats: While 300×250 is still the most popular ad size with good growth rate, accounted for 33% of total ad impression served, growing 18%, 300×600 ad unit posted strong growth – 70%, only 2nd to the mobile-trend-driven mobile ad unit (320×50.) 468×60 unit, for instance, has passed its prime, shrinking in impressions by 16%. 120×600 unit also shrunk in impression significantly (15%.)

With the introduction of the brand new ad unit, you now have a chance to improve your EPC (Earning per click) and CTR (click-through rate) of your ads by adopting the 300×600 unit. How so? One, major reason: Advertisers – especially big brands – love it!

It’s big – meaning, advertisers can have more space for their creative design and get their marketing message delivered better. For advertisers, big ad sizes mean big conversion potential. Obviously, interstitial ads (full-screen ads displayed before you go to the right URL) have great conversion rate, but for you who don’t want to serve such ads to your visitors, 300×600 is a good option for you.

300×600 ad unit rewards websites using responsive design

In my opinion, the new 300×600 ad unit will greatly benefit websites using responsive design. Why? Because ads displayed on a responsive website need to be able to scale down to 320 pixels in width. AdSense ads are not scalable – so 300px-wide ad or smaller is the way to go.

300×250 and 250×250 ad unit looks good in the smartphone layout. However, the 300×600 looks like a great “full screen” mobile ad, especially on smartphones with 320×480 screen – this is perfect for attracting ad revenue from your mobile audience.

Takeaway

Please be aware of the fact that the 300×600 is quite large; you need to find the right balance in your placement; you need to carefully consider the placement so it will ensure a great experience for both your site visitors and advertisers.

Also please bear in mind – this is a new ad unit; AdSense will initially serve text ads inside, and over time – as more advertisers adopt the ad size – there will be more image/interactive ads served… so, stay tuned!

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