Successful online publishers have an eye for details.
They know that seemingly small issues in site design or ad placements can significantly impact the site's value to users as well as ad revenues and conversion rates – even when it comes to the ads placed by Google through its AdSense program.
Many novice publishers simply don't realize the number of options Google offers to online publishers who participate in AdSense. Although the content of the ads is determined by keywords and site content, you have input about how Google ads will appear on your site. And if you're smart, you'll use ad preferences to maximize the amount of revenue you bring in through AdSense advertising.
Believe it or not, the color of your Google ads plays an important role in conversion rates and profit maximization. But the catch is AdSense color palettes can't be viewed in isolation. Optimal ad colors vary from site to site according to each site's content and architecture. That means ad color selection boils down to understanding how your ad fits into your overall site design.
The good news is that Google offers publishers information about how to select the most useful ad color for their site. Combined with the advice of other successful web publishers, Google's color selection tips provide a glimpse into the impact ad color can have on conversions, clicks, and revenue levels.
- Color strategy. The overall strategy for ad color is to integrate the ad into the content of your site. It's important to understand that the goal isn't necessarily to trick the user into thinking the ad is part of your content, but to recognize the fact that users ignore blocks of text that are separated from the site's main content.
- Blending. Blending is a strategy that matches ad color to the background and borders of your website. Although it's most commonly employed on sites that feature a white background, it's possible to blend ads into nearly any site background.
- Complementary colors. Complementary colored ads aren't precisely matched to the site's background – but they're close. The idea is to present the ads in a slightly different or visually complementary shade. This strategy is most effective for sites with a dark colored background.
- Contrasting colors. Sometimes it's appropriate to select an ad color that sharply contrasts with the background of the website. Instead of making the ad disappear into the content, contrasting colors highlight the ads and draw the user's attention. Contrasted ad colors are recommended for sites with black or very dark content backgrounds.