Neopets doubled its Google AdSense earnings through optimization.

Short Description
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Content
Neopets doubled its Google AdSense earnings
through optimization.
Business
The Neopets website first launched it in November 1999, and rapidly attracted
a passionate following. In June 2005, drawn to the site because of its unique
offerings and target audience, Viacom International’s MTV Networks - which also
runs Nickelodeon and Nick.com - acquired Neopets.
Today, Neopets has a membership of more than 30 million virtual pet owners around
the world. The online network generates more than 5 billion pageviews per month and
is available in English, Japanese, traditional and simplified Chinese, Korean, Spanish,
French, German, Italian, Dutch and Portuguese. Although it is primarily a youthoriented
network, Neopets reaches a broad demographic, with approximately
40 percent of members under 13 years old, 40% of members 13-17, and 20 percent
over 18, and a broad age mix making up the remaining audience - all spending an
average of 6 hours per month on Neopets.com. The site offers everything from message
boards, games, and shopping to the Neodaq, a fictitious stock market.
Approach
Among Neopets’ top priorities is earning revenue on the billions of pageviews it
draws every month. Chris Davis, Vice President of Sales, wields several strategies to
help Neopets…