Our second case study has been brought to us by PlumberSurplus.com. In this case study we explore what happens with all the URLs on a site are changed. In this case study the decision was made to change their URLs from dynamic URLs such as this one: http://www.plumbersurplus.com/category.aspx?Cat=991 to more user friendly static URLs such as this one: http://www.plumbersurplus.com/Cat/Bathroom-Faucets/991.

Sharon Maguire expected that matching her Google ads to her site, dogbreedinfo.com, would give it a cleaner look and feel that her visitors would appreciate. What she didn’t expect was the large revenue increase spurred by her changes — AdSense revenue nearly doubled, to $650 per day.When generating her ad code, Maguire chose a white background and white borders to blend her ads more effectively into her site’s overall color scheme. “Originally

We recently caught up with Dan Hogan from ScienceDaily magazine to learn more about his experiences as a web publisher and how AdSense programs are an integral part of his online business. Dan found it easy to get started and after some experimentation and suggestions from the AdSense support team on ad placement, he quickly saw a 10 percent increase in his effective CPM. “Google provided great suggestions for ad format and placement, which helpe