The bottom line? It doesn't seem to work.
Instead it has had the opposite effect, of decreasing revenue.
I blocked a total of 421 advertisers, primarily by viewing pages on my websites, and identifying advertisers that were totally irrelevant to my content.
It's worth noting that on AdSense you cannot block advertisers for a specific website of yours. When you block an advertiser, that advertiser is blocked for all of your websites. I publish websites on a wide variety of niches. So while real estate advertisers are not relevant to my genealogy website, it's totally relevant on my real estate blog. Hence, I can't block those advertisers.
Here are some observations of mine with advertising blocking...
- I blocked a total of 421 advertisers starting on October 9th, 2010 through October 18th, 2010.
- My CTR increased by as much as 50% on October 13th, but by October 18th, it has settled back down to its original levels, before I started blocking.
- My average CPC decreased anywhere between 15% to 30%, and still remains below the pre-blocking levels.
- My ad impressions have decreased between 20% to 30%, as AdSense is unable to serve up any ads at all on some of my pages.
- My overall revenue has decreased by about 10%, and remains below pre-blocking levels.
So my take on advertiser blocking is that it'll results in more relevant ads, but it won't result in higher revenue. The fact is that my audience still clicks on irrelevant ads. Obviously, ads are also relevant to each individual, not just to each webpage.
At this point, I'm unblocking all the advertisers I blocked.
The trick to getting more relevant ads is to put more of your desired keywords on page. At least, this is according to the AdSense optimization analyst I mentioned talking to last month.
AdSense seems to know what our visitors want to click on, combined with what ads tend to earn the most revenue. At least in my case, it seems better to just let AdSense figure it all out.
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