Contextual advertising works better with search traffic compared to that of more direct traffic, such as RSS subscribers. Although some may still argue over this, I believe it to be an established fact, at least in my experience.
One thing I realized recently was that most of my search traffic comes from my older posts. However, I found myself doing the same thing as a lot of other bloggers, placing my contextual ads on pages and not considering these facts about who is visiting the pages.
Typically I would place contextual ads on most of my blog pages except for the home page, thinking that the loyal readers visited the home page and did not want to have those ads in their way. After taking a fresh look I discovered that was not the case.
The reality is most of the readers on a blog that are loyal readers read a post when it is fairly new, probably within the first 48 hours of it’s life cycle. So instead of placing ads based on pages, maybe it would make more sense to base them on time. I have changed my contextual ads due to this data, these ads will now show up on pages after 48 hours.
The idea is simple, keep it clean for the benefit of my loyal readers, while still taking advantage of the long tail search traffic.
Let’s see what happens!