The phrase Google Adsense limit has become synonymous with the Internet and even if you’ve never heard of it before, you know what it means in general. Most publishers are aware that if they reach a certain number of impressions or traffic, they will reach their Google Adsense limit and will no longer be able to display ads on their site until they come back under the limit. Many of them wonder how the limit works and why they can’t find the information about the Google Adsense limit anywhere on the Google Adsense site.
What is the 90% policy?
I’m not aware of a formal policy for AdSense limits and most publishers aren’t informed when their ads limit is changed. The closest thing I know to something like that is what’s called the 90% policy. This refers to how much of your ad inventory can be filled with AdSense ads. There are no specific rules for how many units you can have, but based on my experience, it does tend to range from 85-90%. Again, though, there isn’t really any kind of official limit in place; it just doesn’t make sense for us to allow too many other ads on pages where we could be serving our own instead.
What you should do if you are getting close to your ad limit
There are two things you should do when you’re getting close to your ad limit. The first is to verify that you don’t have any conflicts or current issues that are limiting ad serving in your sites. (Note: if you’re using AdSense on a site with multiple authors, it’s best if one person—ideally yourself—verifies that there aren’t any problems.) Once you’ve done that, go ahead and increase your daily budget by 100%. That will put some extra space between you and your limit so that once it does come time to rollover impressions, things will still run smoothly. If for some reason you can’t increase your budget by 100%, 50% is still better than nothing!
How does 90% relate to other policies?
More than half of our clients hit 90% or higher on all traffic sources and stay there for years. Of course, Google has anti-spam measures in place to curb bad traffic, but if you take an ad-sales approach that caters to your readership and allows them to view content as ads rather than ads taking over their screen, it’s easy to stay above that 90% threshold. If you focus your attention on quality over quantity in terms of both content and ads, Google is much more likely to leave you alone. As long as your site remains useful for users (no popups) there’s no reason why you should ever hit any sort of limit when using Google AdSense.
Do I need a new advertiser ID for each account I manage?
When you have more than one Google AdSense account, you have to use different advertiser IDs for each account. Why? Because Google limits your ads to only those sites that belong to you or to sites on an approved list. The Google limit filter is meant to help keep your advertisers’ ads from showing up where they shouldn’t—even if someone clicks their link accidentally. So, in theory, it makes sense that each of your accounts should get its own advertiser ID—after all, each of your accounts is technically a different publisher site. To further complicate things, though: when you add new sites and/or publishers (or administrators) from another account, it adds another level of separation from that original account’s advertiser ID.
To wrap it all up, why you will never reach an AdSense advertising limit
There are many misconceptions around advertising limits that lead people to believe that they can’t make any money or are approaching their Google AdSense advertising limit. We want to assure you that if you keep up your good work, no matter how much traffic you bring in, there is no way you will reach an ad limit anytime soon. Here’s why: Our business model doesn’t allow for it and our scale is too massive. Google AdSense uses one of the largest computer networks on Earth (known as Google Global Cache) to serve ads across hundreds of thousands of websites at once. If we wanted to impose a limit on our advertisers, we would have to cap each advertiser at some specific number. In reality, even if we did cap you at some arbitrary number (like $1 million), then someone else could immediately come along and start earning $1 million plus one cent from Google ads – and his or her account would be capped too! So what’s actually happening when some publishers hear about Google ad limits? It all comes down to getting paid.