SmartPricing解惑

Smartpricing是一个Google Adsense的技术用语,它会影响网站的收入,至于如何影响,那些参数会影响到这个smartpricing,外界一直在猜测。

Google 在去年的10月28日,有过一个帖子,稍微解释了这个问题。
现在让我们来看看,当时是怎样说得。

1. Many factors determine the price of an ad

More than conversion rate goes into determining the price of an ad: the advertiser's bid, the quality of the ad, the other ads competing for the space, the start or end of an ad campaign, and other advertiser fluctuations.


1)对于广告的价格,有许多参数会影响到。
除了转换率的作用,还有广告商的竞价,广告的质量,广告商之间的竞争,广告投放的周期等等。

2. Clickthrough rate doesn't affect advertiser return on investment (ROI)

The percentage of clicks that convert for an advertiser is the most important factor in an advertiser's ROI, so it's not only possible, but common, to have a low CTR and a high advertiser conversion rate. It's also possible to have a high CTR and a low conversion rate. Don't remove the AdSense code from your site just because it has a lower CTR - it may be one of your best converting sites.


2)点击率不会影响广告的回报率
点击转换对于广告商来说是考虑投资回报时最重要的一个因素。低点击率高转换率不只是可能的,而且时常常会发生的;当然,高点击率带来的低转换率同样也是可能的。因此很有可能在站点上最小点击率的却是最高转换的。

3. Google doesn't make money from 'smart pricing'

In fact, we make less money, since the cost to advertisers is reduced in order to provide a strong ROI. Ultimately, this leads to higher payouts for publishers by drawing a larger pool of advertisers and rewarding publishers who create high quality sites.


3)Google不是为了牟利而去作Smart Pricing
事实上,为了提高广告商的投资回报而降低了广告成本,导致了Google收入的减少。
更为重要的是,Google还不断的扩大广告商的范围,吸取更多的广告商来投放,给与那些提供高质量内容的发布者更多的收入。

4. Remember the old chestnut: "Content is King"

The best way to ensure you benefit from AdSense is to create compelling content for interested users. This also means driving targeted traffic to your site -- advertisers don't gain as much ROI when paying for generic clicks as they do for quality clicks that come from interest in your content. Good content usually equals a good experience for user plus advertiser, which can be much more valuable than CTR.


4)内容为王
提供有用的内容给那些感兴趣的用户,是确保从AdSense获利的重点。

看过Low Quality + Smart Pricing = Declining Revenues之后,你也会明白,当内容质量很差,而且Smart Pricing起作用后,那些流量所带来的点击,就成为了低质量的点击,起转换率一般都低。
反映到发布者的收入,则是流量和点击率没有怎么变,可是收入却下降了许多。

在我看来,Smart Pricing就是一个对于那些低质量内容网站的广告点击,进行价格折扣的系统。内容如果不好,那么价格就会持续下降。
要解决这个问题,只有提高内容质量一个途径,通过不断的提高流量,没有多大的用处,那是用数量来弥补质量的不足,只会陷入一个恶性循环的窘境。因为作流量,所以要不断的做,一旦停下,流量和收入就会陡降。而做质量的站点,即使内容更新中断几天,其收入并无多少变化。比如这个小站,G2Soft.Net,三个多月没有更新了,可是流量还是变化不大,收入也基本不变。

对于Smart Pricing还有一个疑惑,曾经有人说Smart Pricing是对整个AdSense帐号起作用的,而我的观察是只对域名起作用,就是站点,一个站点会有一个Smart Pricing调整参数。


作者: David Yin
原载: SEO 网站优化推广
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