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Optimize the ad balance on your site

Focus on your best-performing ads

We understand that improving the user experience of your site, while still maintaining and growing your revenue, is a tough balance to strike. Ad balance controls help you reduce the number of ads you show to users, specifically the ads that earn you the least revenue, and see how it affects your earnings.

Typically, the bulk of your revenue comes from a relatively small portion of your ad impressions. By only showing the ads that make you the most money, you can improve the overall visitor experience on your site for a minimal drop in your earnings.

Example
Let's say you only want to allow 70% of potential ads to show on your site instead of the default 100%. On the "Ad balance" page, you use the slider to set your ad fill rate to 70%. Ad fill rate is how often we fill the available ad units on your site with ads. A 70% ad fill rate means we'll fill your ad units up to 70% of the time with the highest-paying ads. You can now check the "Estimated earnings" field to see the revenue impact (based on your historical earnings data).
Note that we analyze your site's traffic to help us predict what effect changing ad fill rate has on your revenue. If your site has low traffic, then our predictions for your revenue behavior may not be an accurate representation of your revenue performance over a longer period of time. For example, let's say your site typically gets around 100 ad requests a week but only one of those requests results in a high-value ad. Since a large fraction of your revenue is coming from that one ad, our revenue predictions may be skewed in that direction. As your traffic increases over time, these high-value ads will result in less skew in your data and our revenue predictions will become more accurate.

How to set your ad balance

To set your ad balance, follow these steps:

  1. Sign in to your AdSense account.
  2. If you haven't already, opt in to the new AdSense user interface.
  3. In the left navigation panel, click My ads.
  4. Click Ad balance.
  5. On the "Ad balance" page use the slider to reduce the number of ads and see the estimated impact this has on your revenue.
  6. Click Apply.

    We'll now fill your ad units with the highest-paying ads up to your new ad fill rate.

Note that when determining which ads earn you the most and least revenue, we treat the following equally:

  • bid types (CPC, CPM, etc.)
  • ad units (except for a few special cases such as link units or Matched content units).

Ad balance FAQs

What happens to an ad unit when you remove an ad?

When we remove an ad, we'll show your chosen option for what happens if no Google ads are available for your ad unit. For example, if you've chosen the default option, we'll try to collapse the ad unit if possible, otherwise we'll show a blank space.

I used to have the "Show fewer ads" AdSense Lab switched on. Do I need to reduce the number of ads on my site again?

No. If you previously had the "Show fewer ads" Lab switched on, you don't need to take any action. We've carried over the ad fill rate your account experienced in the Lab to your "Ad balance" page.
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