6. Controlling Your Ads

6.1 Attracting Relevant Ads

Getting the color and placement right will help improve your click-through
rate. But neither of those will affect which ads your site serves.
In theory,Google controls the ads that appear on your site.You don 't get to
choose them at all. In practice, there are a few things that you can do stop
irrelevant ads from appearing and ensure that you get the ads that give you
cash.
The more relevant the ads, the greater the chance that a user will click and
you 'll earn money.
The most important factor is obviously going to be your content.Google 's
robot will check your site and serve up ads based on the keywords and the
content on your page.
B ear in mind that Google 's robot can 't read graphics or Flash or pretty much anything that isn 't text.I 'll talk about content in detail in chapter 8 but for now,remember that if you want to keep your ads relevant,you 've got to
have the sort of page that Google can understand and use to give you the
ads you want.

6.2 Keep The Title, Directory And Headlines Relevant

How exactly Google 's robot reads pages is a secret guarded about as closely as Coca Cola 's special syrup formula.One thing that does seem t o have an effect though is the title of your URLs and files.
When you create your pages and view them on your computer before
uploading them to the server, you should find that AdSense serves up ads
related to the name of the directory that holds the page. That gives a pretty
big clue as to at least one of the things that Google is looking at: the name of the directory.
Actually,it 's not just the name of the directory that 's important.The name of the file plays a big part too.
If you have a website about wedding trains and the title of one of your pages
is trains.php for example,there 's a good chance that you 'll get ads about
Amtrak and Caltrain.That wouldn 't give you many clicks.Change the name
of the file to weddingtrains.php and there 's a much better chance that you 'll
see ads related to weddings.
If you find that the ads that are appearing on your site have nothing to do
with your content, the first places to look are your directory and your title.
Make them more relevant to your content and you should find that you get
better ads.
Another place to look is your headlines. Instead of using a <font> tag for
your heading, try using the <h1> tag with headings that contain your
keywords. That should help them to stand out to the robots.
And if you d on 't have any headlines at all,try adding some.

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