Great news, website owners! If your websites are monetized by Google AdSense or you are in the middle of considering whether AdSense is for you or not, well, this latest development might entice you to take action. Google AdSense has just announced in the official blog that you can now add what's called half page unit (sized 300x600) to your web pages.
If you visit plenty of websites like me, you'll notice that there's more 300x600 ads displayed than ever. Typically animated, even interactive, the 300x600 ads are surely eye-catcher; this is partly because they are not your typical 468x60, 300x250 or 728x90 ads, which tend to be ignored due to banner ad blindness.
According to a report released by Google, Display Business Trends (in PDF), 300x600 banner ad size is one of the fastest growing sizes, whereas the "classic" banner ad sizes, such as the 468x60, tend to decline in growth.
To compare, consider these stats: While 300x250 is still the most popular ad size with good growth rate, accounted for 33% of total ad impression served, growing 18%, 300x600 ad unit posted strong growth - 70%, only 2nd to the mobile-trend-driven mobile ad unit (320x50.) 468x60 unit, for instance, has passed its prime, shrinking in impressions by 16%. 120x600 unit also shrunk in impression significantly (15%.)
With the introduction of the brand new ad unit, you now have a chance to improve your EPC (Earning per click) and CTR (click-through rate) of your ads by adopting the 300x600 unit. How so? One, major reason: Advertisers - especially big brands - love it!
It's big - meaning, advertisers can have more space for their creative design and get their marketing message delivered better. For advertisers, big ad sizes mean big conversion potential. Obviously, interstitial ads (full-screen ads displayed before you go to the right URL) have great conversion rate, but for you who don't want to serve such ads to your visitors, 300x600 is a good option for you.
In my opinion, the new 300x600 ad unit will greatly benefit websites using responsive design. Why? Because ads displayed on a responsive website need to be able to scale down to 320 pixels in width. AdSense ads are not scalable - so 300px-wide ad or smaller is the way to go.
300x250 and 250x250 ad unit looks good in the smartphone layout. However, the 300x600 looks like a great "full screen" mobile ad, especially on smartphones with 320x480 screen - this is perfect for attracting ad revenue from your mobile audience.
Please be aware of the fact that the 300x600 is quite large; you need to find the right balance in your placement; you need to carefully consider the placement so it will ensure a great experience for both your site visitors and advertisers.
Also please bear in mind - this is a new ad unit; AdSense will initially serve text ads inside, and over time - as more advertisers adopt the ad size - there will be more image/interactive ads served... so, stay tuned!