adsense and parking pages

Google’s new Enhanced Campaigns announcement will bring major changes to the AdWords Campaign structure. Most paid search folks are arguing about how it might impact their campaign management processes. I’d like to throw out a totally different perspective.

Many webmasters monetize their websites through Google AdSense. In addition, many domain parking companies use the Google Ads “Feed” for their domain parking pages. When an AdWords advertiser opts to advertise within the Google Content network, he/she is allowing their ads to be placed on (among other places), websites and or domain parking pages where the owner of the website/domain can get paid for bringing a visitor to that particular site/page and having that visitor click on an ad.

Many people think of AdSense/Parking pages in their traditional desktop environment…however, they are by no means a desktop-only phenomenon. People hit them on their tablets and mobile devices as well. I know from my own experience that well-optimized parking pages on mobile phones can be extremely effective since, when properly designed, it’s pretty darned hard not to click on an ad.

Experts are speculating (correctly IMO) that once Google’s new Enhanced Campaigns roll out system-wide, mobile CPCs will rise. With overall mobile traffic rising, mobile AdWords ad clicks will also rise.

The less sophisticated AdWords advertisers will not only not segment mobile traffic, but they’ll likely leave the entire campaign (which includes mobile) opted into the Google Content Network, which will greatly spike the available inventory for AdSense webmasters and domain parking companies. Google will need to incentivize the creation of mobile “inventory” to serve this new influx of ads.

With mobile traffic growing at a solid clip, Google’s inventory “shortage” will partially solve itself.  However, to help encourage mobile delivery of its ads, Google will likely attempt to incentivize, via AdSense and Domain Parking, an increased payout to webmasters and parking companies. When the affected webmasters see the increased value of serving Google ad clicks to their visitors, they’ll take steps to push this behavior, generating additional click revenue for themselves.

Over the last several years, domain parking revenue (and likely AdSense revenue) has taken a huge beating as payouts to webmasters has been cut significantly. With the upcoming huge influx of mobile AdWords content traffic, an opportunity exists for increased mobile end user monetization by savvy site owners.  Be prepared to help Google serve mobile ads to their audience…it could be quite profitable for you.

the money programme



– Todd Mintz, Sr. Account Manager


  1. Meg Geddes February 13th, 2013

    I’m counting on it.

  2. Hal February 14th, 2013

    This may be the straw that finally moves us into “Bid for Flat Rate Advertising” and away from PPC with all of it’s fraud problems. Did you know that if an advertiser opts-out of the display network, that their ads will STILL appear on Google feed parking pages? Yup, they do. An advertiser has to opt back into the display network, exclude parking pages, and then turn off the display network again. You can’t opt out of parking pages if you aren’t opted in to the display network and there is NO WAY to know that you are if display is turned off.

    And of course you know that Adsense sites are the display network, but did you know they are also search partners as well? If you have the search box on your site, those results pages are search partner ads and they pay MUCH better than just regular adsense ads do. And except for the referrer URLs, the advertisers NEVER KNOW who the search partner was who sent the click. Isn’t that just perfect?

    The only thing better is that most mobile devices are all using proxy servers, so much of the ad clicks are really not very traceable or block-able. The new enhanced campaigns do seem to allow advertisers to surpress ads on mobile devices if you know the trick, but tablets get treated like desktops with the same bid levels. Let the clumsy finger clicking begin…! :-)

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Todd Mintz
Todd Mintz, who has been with 3Q Digital since March 2011, has worked in search engine marketing since 2000 and has used Google AdWords since it began. He also is very visible in the SEM social media space and is a curator/contributor at MarketingLand. He was one of the founding members of SEMpdx (Portland’s Search Engine Marketing Group), is a current board member, and writes regularly on their blog.