Google AdSense Case Study-Science daily.Com

Major scientific breakthroughs from universities and research institutions used to be well-kept secrets, known only to top scientific journals. That is, until 1995, when Dan Hogan launched ScienceDaily magazine (www.sciencedaily.com). Soon after Hogan began publishing daily news headlines and stories on topics such as science and technology, health, and the environment, he was inundated with requests from PR staffs at research organizations. They wanted to share their scientists' discoveries with the general public by posting press releases and news articles. Right from the start, Hogan's daily science news site was a hit.

Challenge


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"Google provided great suggestions for ad format and placement, helping us optimize our results."

Dan Hogan
Owner
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To leverage his success in publishing, Hogan began searching for ways to garner advertising revenue. He tried a variety of online advertising networks but came away disappointed. "We tried other ad networks, but the ads weren't very targeted, so earnings were low," says Hogan.

This unsatisfying outcome led Hogan to explore contextual advertising in depth. He heard about Google AdSense on forums and Internet news sites and was interested because its sophisticated contextual matching seemed ideal for ScienceDaily.com, a content-rich site.

Hogan tried Google AdSense for content, filtering ads for suitability based on reader feedback. A large segment of readers are young high school students preparing reports for science class, but other visitors vary. AdSense gives Hogan a high level of content control to ensure that ads are scientific and tasteful to appeal to a mix of readers.
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Google AdSense Case Study