I was re-reading the transcript for the Google Adsense webinar again. One thing that struck me was that the conventional thinking from Adsense is that return visitors suffer from “ad-blindness”. When they’re so used to the layout of a blog, they don’t click on the ads. The ones who do click on ads are more likely to be first time visitors, driven from search engines or inbound links.
One of the main arguments for truncated RSS feeds is that excerpted feeds drive traffic to your blog, assuming the visitors will click on your ads. But these visitors, according to Google Adsense, won’t do that. In fact, they probably lower your adclick ratio when they drive up your adviews without clicking on the ads.
So if your main goal is to drive traffic to your blog for the purpose of monetizing your blog, truncating your feeds for your loyal readers isn’t going to help. It’s going to hinder. On the other hand, having full posts in your feeds might increase your likeability to your loyal readers.
I’ve decided I don’t need traffic as much as I need loyal readers. So from today onward, I’m going to stop the practice of truncating my feed. But I will offer a truncated feed on my site to give readers a choice depending on what suits their reading habits better — skimming excerpts or remote reading from their feed reader.
(Ironically, for the very reason of ad-blindness, Adsense in RSS feeds doesn’t make sense either. The layout of the content and ads in feed readers is so standardised that people will just find it easier to ignore the ads.)
