How an AdSense Ad Balance Experiment Resulted in 7% Revenue Increase Displaying 25% Fewer Ads

Miami Florida skyline at dusk
Miami, Florida skyline

When I first saw the AdSense Balance ad feature, I wasn’t interested. I was focusing on the AdSense experiments where I can test ad color performance.

Once I figure out what ad colors work best, I read up on the Balance Ad feature.  I came around and decided to give it a shot. The worst that could happen is I lose a bit of revenue over a couple of days.  The best that could happen is I could increase revenue and user experience at the same.

And that’s what happened.  In fact, the results were impressive.

After 2 experiments, I reduced the number of AdSense ads on my site by 25% while increasing ad revenue by 7%.  Talk about a win/win.

Here’s what I did.

Step 1:  Loaded up all my sites with AdSense ads

Please note I did not load them up to violate AdSense TOS which states to not place ads so they take up more space than content.  I merely added ads every X number of paragraphs, but it was spaced out enough that even if I kept the configuration, my site would not be in violation.

I implemented all types of AdSense ads, including text, banner, link ads, in-article, Matched throughout my content.  I wanted AdSense to figure out which ones would perform best on each URL for every site.

Step 2:  Started Balance Ad Experiment #1

I didn’t start with baby steps.  My first experiment I set to show 65% of my ads.  I wanted to see what would happen.  The result was okay, but I wanted to test more to see if it could be improved.  I stuck with my original AdSense configuration to test a different percentage.

Here’s the result screen for the first experiment:

AdSense Balance Ads Experiment 1 Results

Step 3:  Started Balance Ad Experiment #2

For my second Experiment, I set it to display 75% of my ads.  After 4 days, enough impressions occurred for AdSense to declare a result.  The result was fantastic.  Revenue increased 7% showing 25% fewer ads.  My visitors are happy and so is my wallet.

Here’s the result screen for the second experiment:

I did choose the Experiment results so that all my sites display 25% fewer ads.  After all more revenue from fewer ads is totally worth it.

AdSense Balance Ads Experiment 2 Results

Next step:  Further Tweaking is Definitely Possible

I suppose I could really tweak this out applying say a 90% of ads to my current 75% of ads to continue optimizing the number of ads and user experience, but for now, I’m happy with the current arrangement.  75% of my ad placements is not all that many ads (for the length of my content) and yet revenue is nicely optimized.

Other tweaks I could make is to add more ads to my sites in different configurations and then run more Balance Ad Experiments continually optimizing both AdSense revenue and user experiments.  However, this is time-consuming; I’m content with the current result.

While I’m all for optimizing ads (I do it a lot), there comes a point where my time is better spent on other tasks such as publishing more content and doing more keyword research.

How to set up an AdSense Balance Ad Experiment

It’s really easy.  Here’s how you do it in your AdSense account:

Go to Optimization => Experiments => Ad Balance.

Ad Balance Step 1

Next, name your Experiment and select a percentage.  Then click create.

Ad Balance Experiemnt Step 2 set up

Can you test AdSense ads against other ad networks?

No, you can’t.  This only tests AdSense ads across all your sites in your account.

If you want to test far more variables such as ads from different networks, placements and colors all at the same time, use Ezoic.

Things to know about AdSense Balance Ads Experiment

  • The Balance Ad Experiment applies to all sites in your account at the same time
  • Don’t load up your ads too much before starting testing.  Ensure that at all times your ads are in-line with AdSense TOS.
  • AdSense ads will automatically figure out which ads earn the most on each URL (this is what I love about it).
  • The more traffic you have, the faster the experiment will conclude


13 thoughts on “How an AdSense Ad Balance Experiment Resulted in 7% Revenue Increase Displaying 25% Fewer Ads”

  1. Thank you for this article. It is excellent!

    I tried your Ad Balance experiment with an Original Ad fill rate of 100% and a Variation Ad fill rate of 75%. After 4 days the Variation Ad fill rate showed a +61% RPM.

    Running on WordPress, my setup is with 3-4 ads running on the Homepage (1 Billboard ATF, 1 Billboard in the Middle and a 300×600 on the sidebar); and 3-4 ads running in Posts (1 728×90 Above the article, 2 ads (300×250; 300×600) in the sidebar and one 728×90 below the article). I am going to ramp up in Category Archives, Author Archives, etc and retest and optimize.

    Question: Do you run backup House ads in the 25% that doesn’t show or just a white empty space? I am running backup ads to promote subscribing to my list and such.

    Again, great article! Glad I came across it!

  2. Hi Jon,
    This is really good examples of better user experience and increase of ad revenue. I have just started an experiment on my own site, from the originally 100% to a 75%. Wish me luck!
    In you “next step” you mentioned tweaking the percentage of ads shown. Have you had any luck so far with the tweaking?

  3. Hi Jon sir,
    Please tell me some answers,
    1.> How many ads should placed in one article ? (including link ads and Text/display ads)
    2. > More number of ads = low CPC . Is it True?
    3.> Which size of adsense ads pay high cpc?
    4.> Please suggest me number of ads and size for my blog.
    I am new to google adsense and blogging please help me.

  4. I just started an ad balance experiment yesterday and I’m noticing where yours says 100% and 75% etc… mine says 1% and .83% (I chose 83% of ads because that was the lowest number that it still said I should get 100% revenue or something). I’m wondering why it doesn’t say 100% and 83%, do you know? Just want to make sure it’s working OK!

  5. after spending 7 minutes i have just got my actual answer, i done side by side exactly same and my estimated 100% in showing 78 % of ads , now can you tell me what does it means shaded lines under 68% – 100% between

  6. These tips are really doing wonders for me already. I moved from $3 per day to $10 per day with AdSense. Though still little, but it’s motivating. Thank you once again, Jon D. I tweaked (minimised) my ad balance to 50% ads though.

  7. Hey Jon,

    So, the site is running only Adsense I guess? You don’t use Ezoic or other similar ad services anymore to optimize?

Leave a Comment

Your email address will not be published. Required fields are marked *

Scroll to Top