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Is Personalized Search Killing AdSense Publishers? 
By: Jordan McCollum 2009-12-28 Earlier this month, Google announced that its Personalized Search results would come to even computers that werent signed in to Google accounts. With the opt-out system in place... ...many users and public computers cant help but use personalized search by default"and it may be AdSense publishers paying for it. The logic goes something like this: if Google is now storing information about what youre searching for even if youre not signed in, it may also serve ads based on your search and browsing history, which youre less likely to click on than ads only relevant to the pages content. Im not 100% sure that theory holds true (need more data!), but at least some AdSense publishers are seeing definite drop-off since Google threw the switch. A thread on WMW documents some of publishers seeing this problem"and others who havent. Among those whove spoken up, seven of eleven have seen some sort of decrease in December (the original poster cited a significant slide in CTR and clicks from December 5 versus prior years, with CTR down 12.3% to 22.6% of normal average and clicks down 22.8% to 35.2% of normal average). Of course, the personalized search change isnt the only explanation in the first 30 messages of the WMW thread, alternate explanations offered include: • the Caffeine update in Googles index • annual holiday decline (though the OP and some others note that this is more significant than previous years) • the wider rollout of interest-based ads • short sample skewing the results • sector-specific slowdowns Interestingly, the original poster returned the day after posting and noted that his CTR had jumped that day. He hadnt seen a dropoff in his earnings per click (though the new high day carried much higher earnings). What do you think? What could be behind a decrease"and have you seen one? Is personalized search affecting your AdSense results? Comments Tag: Google Personalized Search Add to  Del.icio.us |  Digg |  Reddit |  Furl Have a bookmark! -  About the Author: Jordan McCollum is a staff writer for the popular marketing blog Marketing Pilgrim. She has worked in search engine optimization with clients including 3M, Little Giant Ladders and ADP. After graduating from Brigham Young University, Jordan joined the SEO copywriting team at the Internet marketing firm 10x Marketing. After 10x closed its doors in December 2006, Jordan became a freelance writer and Internet marketing consultant specializing in SEO. She also has extensive experience with web analytics, conversion rate enhancement and e-mail marketing. |
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