AdSense Vs Doubleclick For Publishers: Which One Is The Best?

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Google Adsense is a program is run by Google. The program allows the publishers around the Google network of content sites to offer automatic text, video, images, advertisements to name a few. All of this is directly targetted towards the site content and the audience.

What is AdSense?

To Understand, how AdSense works for bloggers? Let me offer you an example. Let say, you would like to market your company through program Marketing (SEM), Google should be your first bet. Now, to advertise on Google you’ve got to make a campaign on Google ads once you create your campaign then Google will run your Ads on its program listing also as Through affiliated sites. These affiliated websites get paid when someone clicks on ads displayed on their blogs or website. the cash goes to their AdSense account which they get paid once they cross a Limit of $100. the method is simple.

Why test the Google DFP performance?

Wait, why bother testing Google’s ad server and not just use it? Didn’t the company already earn our trust with AdSense? It did, still there are several reasons why I wanted to check different angles.

1. Bad experience with ad servers and networks

I recently had a bad experience with a passback ad code I gave to a different ad network. The passback was just an ad code the network should send, when they weren’t ready to deliver ads themselves. i was even ready to set a minimum CPM they had to reach with their ads. Else, the passback code is used.

Pretty great, i thought at the start , but after a few days I noticed, the passback was performing almost 10 percent of the income an equivalent ad would generate if served directly. Of course, i do know this due to a split test I ran initially . to solve this, I had to limit the frequency cap to three ad impressions each day therefore the fill rate would increase high enough that the passback didn’t really matter.

At the end, this experience made me very cautious about trusting ad servers.

2. Unexpected differences with AdSense banners

A few month ago, once I installed my first local ad serving solution and just started split testing banners, I created different AdSense banners for an equivalent position. I just served these 3 banners randomly on an equivalent placement and surprisingly had different results. I even came up with a theory which may generate you some more income, but i’m still testing. it’s tough to “generate” old banners

3. Ask the Google DFP forum

Before starting something new, you ought to a minimum of look for others opinions. I did so while reading through the good step-by-step introduction of Google DFP and located a couple of posts where publishers complaint about the bad performance or decreased income from AdSense ads served with Google DFP. The linked post mentioned tons of possible settings where an equivalent settings don’t seem to use for everybody .

4. Saving time

As split tests are quite my thing, i actually wanted to check this. But there’s also a more practical explanation. thanks to tests, different ad codes counting on browser size and optimization we actually have tons of AdSense codes for our parlor game platforms. Transferring them to a billboard server may be a lot of work. So there’s an economical risk for doing this just on a hunch. Testing won’t only save us time just in case of a negative result, but also help us to work out if transfering just a couple of of the ads wouldn’t be a far better solution.

Google DFP or AdSense?

Ad server vs. ad network

Let’s start by shortly explaining the difference between Google DFP and AdSense.

Google DoubleClick for Publishers is an ad server within the cloud. Under the name Small Business this service is free for up to 90 million monthly ad impressions. Google DFP doesn’t accompany its own ads, but rather provides the infrastructure for you as a publisher to serve ads supported your settings.

Google AdSense on the opposite hand is an ad network. i would even call it ad auction. So as a publisher, AdSense helps you to seek out advertisers who want to present their product on your website and sell it to the very best bidder. Almost, because Google uses the information it’s about the visitors surfing behaviour to display the ads most likely to be clicked on. The settings regarding the content or number of servings of those ads are rather limited. you’re also unable to mix AdSense ads with your own ads or maybe target a selected advertiser such as you would on an ad market place.


Comparing apples and peaches?

Saying that Google DoubleClick for Publishers is an ad server and Google AdSense is an ad network might raise the question of them being too different to compare. Indeen, as a service, they aim into different directions. But remember, that Google DFP is additionally serving AdSense banners as a fallback. These ads even come from your AdSense account (I suppose, because there’s no Google DFP without having an AdSense account).

Serving just AdSense looks like an ideal bottom line that creates this test reliable and it is sensible to match banners from Google DFP AdSense passback and native AdSense. As you’ll see below, you’ll also combine both services.

Main difference between DFP & Google AdSense

Here are a number of the key differences between Google AdSense and Google Double-click for Publishers.

  • In Google AdSense, anyone can join this network, but you would like to possess some very high inventory and premium traffic to be eligible for the DFP.
  • once you place AdSense codes on your website, it’ll take 10 minutes for it to point out on your pages, Google Double-click for Publishers (DFP) takes 4 to 5 hours.
  • Through DFP you’ll let Google AdSense compete with other ad-networks, while you can’t do an equivalent thing in AdSense.
  • you’ll get paid through AdSense once you added DFP Ad-units. When someone clicks on your DFP Ad units, the money generated are going to be added to your AdSense report in real-time.
  • DFP is simply an ad-server and you can’t make money it. you’ll show premium inventory to your readers or users but you can’t make money with it, while AdSense will cause you to money.
  • Both the companies are owned by Google, this is often just the singular similarity between the two different products.

Google DFP better than AdSense?

Before i get to the results, I wanted to sum up the questions I had regarding Google DFP or AdSense:

  • How does it feel to use Google DFP over AdSense?
  • Is there a significant difference within the way the way to serve AdSense banners?
  • Is serving native AdSense tags through Google DFP an option?

For now, I didn’t want to travel into the details of optimization. I know, there’s an opportunity a lot might say that if i would have fine tuned setting xy and move A to B the results for one among the banners could have gone straight through the roof. Might be, but I wanted to see if Google DFP is worth a shot at all. So I didn’t get into details like speed for now. this may be a subject of one of the future articles.

The bare figures

I ran the test for three weeks. This doesn’t say a lot about the future , but that’s why I created the control ads to see if age matters.

Your eyes probably already took a peek below to the amount , but let me say the obvious: the CTR, CPC and RPM of your site are going to be different. However, this test isn’t to match our ad performance with yours, but the various methods of serving AdSense. This might still work for you.

Google AdSense significantly better

The numbers clearly state to use any method of serving code from the Google AdSense ad network than to believe the Google DFP AdSense fallback. The younger Google AdSense ad performing slightly better than the one I already used an extended time, but still, the difference isn’t really significant to me. an equivalent goes with the difference between the two new AdSense banners. albeit we are talking about a”> a few couple of hundred thousand ad impressions for every ad, the difference of two euro cents in RPM might still be random.

As a result on these numbers, I already deactivated the Google DFP banner with AdSense as a fallback. the opposite three ads are still running for other tests.

The most interesting on these numbers is that die Google DFP AdSense in fact got the worst click through rate and the best cost per click at the same time. There was no difference in serving this ad and that i can only guess the rationale for it. Maybe, the AdSense served from Google DFP isn’t well integrated with the mother ad network and doesn’t benefit from its self optimization. So it randomly shows ads with a high CPC, but since it’s not optimized for the location or the visitor, he clicks less. If you’ve got another explanation, please leave a comment.

Use Google DFP and AdSense

So, to go back to my initial inquiries to this test:

How does it feel to use Google DFP over AdSense?

Is there a significant difference in the way how to serve AdSense banners?

Is serving native AdSense tags through Google DFP an option?

I might answer them all together. The test showed that both services do their core business alright . Google DFP serves ads but isn’t performing well as an ad network. Google AdSense may be a great ad network, but lacks some additional settings.

Since even combining both services leads to a great performance, publishers get the benefits from both programs: Combining different programs and serving ads based on a hierachy or frequency cap and having custom channels in AdSense to track and fine tune their banners.

Fine tuning Google DFP

From now on we are getting to use Google DFP when there’s a more complex setup. When displaying only AdSense banners we’ll stick with our local setup.

Anyway, this test only answers the basic question whether to use Google DFP or not. There are tons of settings we still got to go through and see, if we will optimize the results a touch by playing with options like synchronously/asynchronously ad serving.

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