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Why Broadband is good for you

by William Charlwood
29th September 2004

Does DSL make you more money?

Broadband or DSL provides people with an enhanced web browsing experience and many people who've got broadband say they don't know how they did without it.

I haven't got it yet and I don't know how I do without it either except to say that dial-up access is slow, wastes a lot of my time and means I can't navigate around the internet at high speed as I could with Broadband.

The web browsing experience with broadband / DSL is such that you can jump from one web page to another with great rapidity and so the barrier to clicking comes right down.

Dial up days

Pre-broadband, everyone thought twice about the click: would it take too long to download on a slow modem; would the page be worth visiting when you got there at 28kbps? If you wanted to come back, would that be another wait?

With broadband, this resistance to visiting other sites is coming tumbling down and this is both a challenge for all webmasters and a benefit to AdSense publishers.

The challenge arises because it is even easier for people to move from your site to another fast. This means that your content has to work harder to keep people on board.

But with broadband it is also easy for people to click on an ad and visit another site that way.  The speed of the connection is such that, if the ad looks interesting, I think it is more likely to get the click.

Ads that get more clicks due to broadband's speed make you more money.

How to test your site with Broadband / DSL 

Theoretically you could test this: you'd need a website in which people opted in to 1 of 2 versions. The first version would be for those with dial-up access and the second version would be for people with broadband / DSL access.

You'd then create two identical sites but with different AdSense channels set up to monitor the click through rates on each one.  You would direct traffic to the appropriate version: broadband or dial-up, using a cookie.

Once you had sufficient data, you'd then check the overall click through rate for the Broadband / DSL site against the rate for the dial up site.

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This article was written by William Charlwood, author of "The Definitive Guide to Google AdSense". For free AdSense tips, tools and resources visit www.FactsAboutAdSense.com/guide.htm

Copyright (c) 2004 William Charlwood.
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