Joseph Magnotti

August 11, 2011

Staying organized is one of my personal daily goals.  From handling email to my schedule, I try to stay on top of things pretty tightly.  This allows me to free up my thinking for the big ideas and get normal tasks done faster.    Plus, I have access to information in an organized manner — great for determining if a new venture is worth it or pulling up an old message.

The same is true with AdSense.  In this article I will review ad units, URL channels, custom channels and reports.  All play an important role in keeping your account organized.  Once you have things setup correctly, it becomes clear how powerful AdSense reporting and tracking really is.

For the scope of this article I will be using the new AdSense interface.  It’s the default for most folks, has a better layout, and simply looks a lot better than the old interface.   Switching back and forth can be done from the top right hand corner of your account.

Ad Units

When we first started out, Justin and I did not even add ad units to our account.  We simply took the theme we were working with and changed the publisher ID.  While this works and we received revenue from our sites, its makes it difficult to track performance (unless you use URL channels, see below) and, more importantly, could prevent some advertisers from seeing your ads.

After meeting with an AdSense rep in April, I realized ad units are the basic building block of all reporting and tracking features.  It’s critical that you have these in your account and have them targeted to specific sites either by theme, niche or even the when the site was created.  Plus you can control specific items like color and fonts to better match your site, which is critical for getting  a high CTR.

The create new ad unit screenNew ad units can easily be created by clicking on the “My ads” tab in your account then click the “+ New ad unit” button on top, right under the tabs.  You will then be presented with a page full of options, which I will walk you through.

The “Name” field is first.  Most people overlook this this and just use anything.   Naming your ad units logically is the first step in properly thinking through the segmentation of your sites, basically how everything will be organized.

I usually name our AdSense blocks by size and what we will use them for.  For instance, for a group of sites I am testing out CTR Theme on, I named one Ad Unit “Medium Rectangle CTR Theme”.  You might also want to name your units after what niche you using them in as in “Leaderboard Curtain Sites”.  This will allow you to test specific niches against one another.  Finally, if you run out of URL channels, grouping ad units into custom channels may be the only way to effectively track individual sites.  In that case I group by theme, niche, and time using a name like “August 2011 Pet Sites with CTR Theme”.  It’s a mouthful, but will help you identify things later.

A basic criteria for ad units is their size, so you will need to know what sizes work best on your site before getting started.  Most WordPress themes, like CTR Theme,  will tell you what sizes are compatible with their layout.  However, the most popular sizes for advertisers, and therefore the ones you want to use, should be the ones recommended by AdSense: Medium and Large Rectangles, Leaderboard, and Wide Skyscraper.

For most ad units, you will want to display both text & image/rich media ads.  This will ensure you get the maximum number of advertisers and the highest bidders as not all advertisers create image ads.  However, the Leaderboard and Skyscraper units can sometime be used in “Image/rich media ads only” mode if it fits your site better.  Just be sure to test by creating different ad units and comparing the results.

For backup ads you will normally want to set this to “show blank space”.  It is unlikely there will be zero advertisers in your niche if you have done your keyword research correctly.  If all the advertisers do go away, Google should still show ads based on search history and usage patterns.  Selecting the “Show ads from another URL” option can lead to a lot of 5 cent clicks, so it’s best to avoid it.

The ad style section should be used to match your site.  The colors codes can be easily ripped from you current sites, but you can also use a color wheel tool if need be. Sometimes matching the font style and size can be difficult.  I found using the default values of 14 pt Verdana and simply made my sites match this.  You might need to do a little CSS work to get it right, but it’s worth it.

Finally, you can go a bit overboard with ad units.  Try not to create too many.  We have literally hundreds of sites covering more than 90 niches.  So we segment our account by month by creating new ad unit every month and applying them to sites built during that time period.  We then use URL channels to drill down on statistics.  This works if you create a large amount of sites frequently and don’t want to be creating new codes for every site.  Still, if you are new or only have a handful of sites, I recommend drilling down as much as possible, which might mean making category based ad units.

URL channels

Editor’s note: While the new sites report might make URL channels irrelevant in the future, the lack of search capability makes the methods described below more effective for drilling down on particulars. 

URLs channels are extremely important to track the performance of individual sites.  This means gathering reports on earnings, CTR, CPC, clicks, pageviews, and RPM on a site by site basis.  Unless you want to create an individual ad unit for every site (or more likely group of ad units) and use custom channels, you are going to need to use URL channels.  They are extremely easy to setup, though the option may elude some AdSense newbies.

Adding URL channels is easy as 1-2-3!After logging in click on the “Performance reports” tab at the top then click “URL channels” down the left hand side.  If you have any URL channels in your account, you may be presented with the option to choose URL channels.  If so, simply select “All URL channels” and press the “Get report” button.  In the middle of the page slightly to the left there will be an “+ Add URLs to track” button.   Press it and you will be able to add your URLs in bulk through copy and past.  Be sure to use only the domain name, one per line.  Do not include www or http://.

It is important to note that historical data is not saved by AdSense.  So, if you add a URL channel for a site you had an ad unit on, it won’t show any income even though you did receive that revenue.  The same is true if you remove a URL channel — individual statistics are gone forever.  So if you intend on flipping one of your sites, be sure the add the URL channel at least a few months before the auction.  This way you can present a full report on the site to prospective buyers.

Unfortunately,  you can only add 200 URL channels be default.  You can contact Google through your AdSense account and request a one time upgrade to 500 channels, but this can take time.  After that, you will have to use a combination of ad units and custom channels to track.  There is only one feature you will ever need in the old interface that is not available in the interface — deleting URL channels.  So if you hit your ceiling of allowed URLs, you made need to switch back to the old interface and delete any sites you no longer need so that you can make room for more.

Custom Channels

Custom channels are used to group ad units for tracking.  This can be useful if you want to track different layouts/themes, statistics by niche, or have simply run out of individual URL channels.  It’s important to note that custom channels cannot pull up historical data for a collection of ad units, just like the limitation with URL channels.  So, again, be sure to create your channels from the beginning for anything specific you might want to track.

Although you can create custom channels during ad unit creation,  it’s probably best create them from the “My ads” tab after creating all related  ad units.  Within the “My ads” tab, you will find a “Custom channels” link on the right hand side.  Click that and look for the “+ New Custom channel”  button.  You will then be presented with a dialog box asking for the name of your channel and which ad units you wish to track.  If you named your ad units something meaningful, it should be easy to find the one you want.

Make sure the ad units are in some way related — they all use the same theme, are on the same site, or go on sites in the same niche.  Try not to include ad units in multiple channels if possible.  This will throw your overall reports off.

Finally the targeting feature of custom channels is a big plus.  If you have a site that attracts a good deal of traffic or you segment your ad units by niche, you can make these channels available to advertisers.  Premium advertisers tend to use channels to find where they want their ads to go, so using this feature could result in high CPCs.  I would not recommend sharing internal channels that you use for tracking, where ad units are grouped by date or by theme.  Advertisers would be confused by this and less likely to use your channels.


Ok, here is where your AdSense account organization is really going to come in handy.  If you have not taken the time to layout the above clearly, it will be difficult, if not impossible to get the data you need on your sites.  I can’t stress more strongly how frustrating it is to not know why something broken.  You have probably experienced this too — a drop in earnings that you can’t seem to isolate.  Good reports can help you track down your leak, shore up your sites, and get earnings back on track.

The first reporting features you should use is the preset reports of entire account by day, week and month.  Click on the “Performance reports” tab (or “View full reports”) and look for the links on the left.   You can set the date range of these reports on the upper right hand corner.  We notice revenue drops on the weekends and holidays, mostly due to an overall drop in search volume.  However, if you do see other statistics trending downward (like CTR or CPC) you may want to look more closely for the culprit.

Basic ad unit comparison can be also useful.  Among them, you will see one called “Ad units”.  This gives you a quick run down of how you ad units are performing so you can compare on to the other.  This is why naming was so critical — if you can’t remember which ad unit is associated with which site/sites, this report will be meaningless.  Early on in your AdSense experience, this will be useful for fidning what ad unit types work best for your websites.  Feel free to experiment.  I find the other ad oriented reports including Ad sizes,  Ad types, targeting types and Bid types, to be less valuable, but if you want to compare this type of data, it is set up for you.

If you have grouped your ad units into custom channels, you will find the “Custom channels” report quite helpful.  This will allow you to easily compare different themes, layouts or niches.  You might decide to expand on certain sites or apply design changes to those that are under performing.   Look for warning signs like significant differences in CTR, but be sure your sample size is big enough.  At least a few hundred pageviews is required to establish a base line.  This might take some time to acquire if your traffic is particularly low.

Probably the most valuable report is URL channels.   Clicking on “URL channels” along the right hand side of the “Performance reports” tab will allow to select each site in your account individually.  You can then refine the date range and even add a dimension to further segment your report.  This is useful if you want to compare two sites over a specific time period but have it broken out by week or month.

Finally at anytime you can save reports by clicking the “Save report” button in AdSense.  I have created a number of reports using a group of URL channels that are easily brought up again without having to pick through a long list of sites.  Something you might want to look at if you are creating complex reports.  You can’t edit saved reports or rename them, so make sure you get it right the first time!

Well, folks, it was quite a long post, but I think I’ve covered most of the important parts in AdSense account organization.  Do you have any tips you would like to share?

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  1. Great and timely article. Just this week I was searching for a solution since I had more than 200 sites and had passed my limit for URL channels. Unfortunately Google isn’t upping the limit to 500 now like they have in the past. However last week they launched a section in their new interface called “sites” which is listed directly below URL channels. It automatically groups your revenue by site and I don’t believe there is any limit.

  2. Okay, wow, this is been really helpful for me. For the longest time, I’ve only used Custom Channels. I clicked on “Ad Units” under “Performance Reports” and all I see is ad sizes and the dates I created them, so I have a lot of organizing to do. I feel like this is really going to improve my business, so thanks!

    I have one random question. This is my first time actually spending time in the new interface. I clicked on “Sites” and saw all my sites, plus some sites I use for revenue sharing (like Xomba and Infobarrel). Then, I saw some random blogspot sites that brought me back to the days of when I first started using Adsense. These sites are pretty horrible and I have no clue what my login is to get in there and delete them. Is there a way I can block these sites? Or, better, what’s the best way to get my ads off of them or get them deleted?

    Thanks for the great tutorial!

    • Hi Kenny, thanks for stopping by, I’m glad you found my article helpful.

      The feature you need is called “Allowed Sites” and can be found by clicking on the “Account settings” link on the right hand side, then scroll down to the bottom and look for “Sites authorized to show ads”. Click edit, check the box, and click save.

      WARNING: you will need to add all your sites manually if you do this in the “Authorized sites” box found below when you check the box. Sites take about 4 hours to add (not good if you have a good deal of revenue coming in as it will be missed) and will prevent any cache URLs such as image search or translate tools from earning revenue.

      In short, unless your ads are being displayed on dubious sites, I highly suggest NOT using this option. It’s just too risky that you will lose revenue because you forgot to add one of you sites or get revenue from a URL you did not realize.

      • Thanks Joseph for the answer.

        I read about that and thought I might have to do that. But, then I remembered how you can disable Adsense from certain revenue sharing sites like hubpages, which I had done before. Well, blogger happens to be in there, so I just disabled access to blogger. I’m never going to use blogger for Adsense anyways, so, seems like a good fix!

  3. By combining the use of ad units and URL channels I was able to a/b test my site so good I got it sold for $15K a few months later. Still doing this ’til this date! :)

  4. Chris says:

    Hey guys. It’s funny, when I started using Adsense, I really had no method to the madness, so now I have to go back and painstakingly change or replace the ad codes with ones that make sense. This write-up was very helpful for me just at the right time. I’ll let you know if I have any hangups.

    I noticed on your sites for sale that you don’t display the ad code on the “about us”, “contact us”, and “privacy policy” pages. I tried wrapping the code with exception statements, but couldn’t get it to work. How do you implement this? Finding code online can be so unreliable, not to mention, my PC got one of those fake antivirus software viruses last night from a not so helpful coding advice websites, so it’s totally out of commission until I get someone to help me clean it up. I was up till 3am trying to fix it. What a nightmare. However, because of your advice, I kept a copy of all my articles, pictures, and tracking spreadsheets in Google Docs, so I can still work from my laptop. Thanks!

    I also noticed that you don’t have any videos on your adsense sites. I’ve read mixed advice on videos (both creating your own or embedding a link to someone elses.) Some say it gives a great SEO boost, gives your page interest, and as long as there is good unique content, it doesn’t break the TOS to have it on a page with Adsense. However, let’s say you link to a YouTube video, and for whatever reason, it get’s flagged as inappropriate or copywrited. If Google makes the connection from an inappropriate video to your site, I figure you’d be done. So, maybe it’s too much of a liability. What do you guys think?

    Finally, Joe, thanks for the advice on manually installing WP. I was able to do a successful manual install and get the site up and running. I’ll probably follow up with a reply to that comment explaining the hangups I encountered to get your insight so other readers can benefit.

    • Joe says:

      Hey Chris. Take your time with the ads. It’s really best to sit down and plan things out before replacing code willy nilly. You will save yourself a lot of frustration. Trust me!

      Excluding pages is easy with a theme like CTR Theme. It’s right in the options. With other themes and static pages, I manually edit the code using the editor in WP. Sometimes, it’s simply not possible and you will have to live with ads on your contact us, about us, and privacy pages. It’s not a big deal, as long as you are not trying to take advantage of by tricking users into clicking on your ads somehow, AdSense won’t mind. If it is a problem, they will contact you through your AdSense account.

      I’m unsure of video for small niche sites like we produce. I think the best traffic comes from the search engines themselves. Advertisers and Google seems to be happiest with it that way too. As an add-on to your site, I see it as another distraction to the user, lowering CTR and therefore revenue. For authority sites, it’s a different story.

      Let me know how the manual install goes. Once I started doing it that way, I never looked back.

      • Chris says:

        Hi Joe. So I figured out a simple way to block the ads on specific pages or posts. I go into the WP editor and pull up the page.php, then I find where it calls the adsense code and wrap that with the following code:

        In this case it calls the adsense code, but if the code is directly in the file, you could wrap that as well. All pages and posts have a post number. To find it, go to the page edit screen in your WP backend and look at the url. It should read “post=27” or some other number. Grab the number for the pages you want to exclude and put it in the array above. Done.

        • Chris says:

          For some reason it won’t let me post code snippets. Let’s try it without the php wrap. Make sure to add back the php wrap to the beginning and end of each line.

          if (!is_page(array(26, 29, 185))) {

          • Joe says:

            Are you using ProSense? Just post the ad unit code directly on the pages and disable each php file by blanking out the AdSense Code. While your solution is more elegant, I think the theme is fundamentally broken, possibly due to a WP upgrade. The only PHP file that seems to work in that theme is the AdSense sidebar.

  5. Ethan says:

    Congratulations guys on your amazing buyout today :) It sold for roughly 25x monthly earnings. Keep em’ comin!

  6. Tyler says:

    I wanted to echo Ethan’s congratulations as well.. that’s an AMAZING sale in such a small amount of time!

    Are you guys seeing a wide open market for this in terms of strong competitors on flippa?

    For as long as I can remember, Adsense sites have always sold so well on flippa, I figured by now there would have to had been a ton of people that are taking advantage of the trend and what seems like easy websites to sell.

    I’m sure you guys can’t be too worried about competition as you have this website explaining the business model in absolute detail, so just wondered how you see the market currently.

    • Joe says:

      Tyler, it’s funny you should mention this as Justin I were just discussing the topic yesterday. I see 3 approaches from competition to our model — independent entrepreneurs new to the space, existing niche marketers with a library to sell, and medium sized BPO companies looking to expand. The first two don’t worry me much because we have such a head start on them, especially with the AdSenseFlippers brand (as you mentioned) that it would be hard to catch up. We see copycats on Flippa all the time, but they are always lacking the end to end solution we have laid out here causing their sites to sell for only 6-10x. If you don’t have direct access to cheap labor, this multiplier would not be enough to make much money, especially considering all the time that needs to go into each sale.

      If medium sized BPO companies got into the game and leveraged their low cost labor, relatively large marketing budget, and simply scaled up the process to produce more site, I could see how they they would give us a run for our money. Still though, we have a head start, avid readers, and repeat customers. Plus there is a lot of business out there, as our latest auction showed. I just don’t see this market going away anytime soon.

      What are your thoughts?

      • The fact that the market won’t go away anytime soon is encouraging to me. I don’t have a team like you guys, but I feel like I can build really good Adsense sites and sell them effectively. I’ve been thinking about starting a site like AdsenseFlippers and others that kind of document the process.

        Regardless, this is a great blog and has given me a lot encouragement.

        • Joe says:

          Kenny, if there is anything we can do to help you along in the process please let us know. There is more than enough business to go around!

          • Joe, thanks so much. I’ve been working on organizing everything and raising money to start outsourcing more sites. I’m using your spreadsheet (the one you guys sent me) as a model to get organized. Some of the sheets are confusing to me, which I was going to get some questions together and send to you, eventually. But, besides that, it’s been a huge help in getting organized.

            I have one site I finished less than a month ago and it’s sitting on mid page 2 of Google! Which lets me know I’m at least picking keywords with low competition. I feel like I’ve found some winners that I’ve yet to develop. The good news is, we (me and my business partner/girlfriend) good easily live off what you make from one auction. Not that we’d want to stop there, but, it’s encouraging to know.

          • Justin says:

            Awesome, Kenny…it sounds like you’re off to a great start!

            I know you’ve been doing it yourself first, but as a warning to others…make SURE you’ve done it yourself first before even considering outsourcing the process. If you outsourced a half-baked plan you have the possibility of having those early mistakes blow up in your face and costing you quite a bit of money!

            It’s a similar thing with tools. There’s really no reason to start with ANY tools (other than Market Samurai or another KW tool maybe) in the beginning. Go through the painstaking process first and then you’ll be able to decide which tools are necessary. (To get rid of some of the MIND-NUMBING work that’s required!)

          • Thanks Justin, that makes sense. I’ve been building sites for years and I’m ready to start letting others do all the tedious stuff now! But, yeah, outsourcing a process that doesn’t even work will be wasting not only time, but money.

      • Tyler says:

        I think that the independent entrepreneurs like myself (until I get Adsense high enough) will have the benefit of the rolling advantage once the first phase of site building is completed.

        Unless i’m missing something, once months 3-6 come around I should be able to sell off quite a few earning sites in this market which should give the funds needed to outsource heavily.

        It makes perfect sense to me now. It takes so much work in the beginning unless you already have funds to outsource that apparently most people don’t have the desire or funds to do this business model.

        I just understand its gonna be all my own work for the first few months, which is fine, because I know what waits for me on the other side.

        Keep up the good work guys, I look forward to learning more in the future!

        • Joe says:

          Tyler, I think your strategy is sound, at least it has worked for us. We were lucky in that we owned in outsourcing company and therefore do not have to go through a middle man to get things done. That increases your price point quite a bit. Plus we had experience managing and organizing large SEO processes. It was a little bit of the perfect storm, but we now are willing to teach others how to get there as well.

        • Justin says:

          Yes, Yes, Yes, Tyler…that’s exactly right! The point of selling off sites is so that you can expand without continuing to come out of pocket. Once you’re up to a high enough level of production you’re good to go! Just realize that until you start to realize those profits, you’re not actually earning a profit until you sit back and start collecting. Still, with the ROI you’re getting it totally makes sense to continue to reinvest…

          That being said, it’s not get-rich-quick. Read this post on 5 publishing truths you don’t want to hear to find out some of the difficulties.

        • Michael says:

          Tyler, just read your conversation here with Justin and Joe. So, now that you’re 9 months out, how have things gone for you? Have you been able to prove that the strategies laid out here at Adsense Flippers work? Would love to hear your thoughts as somewhat of a “case study.” Thanks. Cheers.

  7. Harry says:

    What great info. I first read the income reports when finding this site and was wondering how you were doing the tracking with more than 200 sites. I am still using the old interface, but will change to the new one now.

    • Joe says:

      The new interface rocks! There are a couple of things you still can’t do, like delete URL channels, but they are always improving it. Let me know if you run into any issues and I can help.

    • Justin says:

      Yes, really like the new interface…I see quite a few people still using the old one. Luckily, we started this all when the new interface was coming out (around there anyway) so we weren’t attached or married to the old one, heh.

  8. First of all, thank you very much for this post.


    I have a question. While tweaking our appearance and placement of the ads and to make sure that they are working properly, we often require to visit the pages from our own browser, sometimes by refreshing again and again till we become satisfied with everything. So obviously, those impressions may get counted and displayed in the a/c stats. Right?

    Is there any potential threat in doing so? Or how to make sure that my visits are not getting counted and recoded in my account? I know there is no such option as an IP blocking to save ourselves from clicking by mistake. So any other solution in your view? Or how do you guys tweak and preview your ads?

    And one more thing. In the bluesense (prosennse) theme, I can find that your content text is grey instead of black. Where can I make the changes to look my site exactly like yours listed in flippa. And also the font size of adsense ads seem to be a bit different from the default size.

    Sorry for asking too much, but it would be great if u can help..


    Please reply…

    • JustinWCooke says:

      Hey Mohamed,

      You can filter out your visits in Google Analytics but, unfortunately, you can’t do the same thing in AdSense (as far as we know) so you’re stuck with the Pageviews being higher if you were refreshing the site.

      It shouldn’t cause you any problems long-term…although it will throw your CTR off a bit. Our CTR is lower on the weekdays than it is on weekends (that nobody’s working, that is) on average and this is generally why.

      Lol, I don’t remember exactly in ProSense how to gray out the content…I think it was just one of the editing options in the theme for each post/page? If not, just some html code to change the color’s probably doing the trick.

      I’m not entirely sure the gray content has a useful effect, actually…I never tested it. If you do test it both black and then gray, definitely let us know if you see an improvement one way or the other.

      • Thank you very much for the quick reply, Justin.

        Ok it seems like there’s nothing too much to bother about this adsense page views.

        by the way, what do u think abt changing the font-size of adsense ads? I felt like ur ads fonts are a bit bigger than mine. I couldn’t find any such option to increase font-size though.. Just asking to know, that’s all.

        • JustinWCooke says:

          I’m not sure, really. I know that Google talks about two ways to go: blending and contrasting. We blend in our ads to the site to some degree, but you’ll notice we definitely contrast when it comes to the color of our text vs. that of our ads. I guess we can’t make up our minds which way we want to go, heh.

          • If you create individual ad units you will see the option for font size, color, and type. There are limited options however and I would suggest matching your site to your ads, it’s easier.

  9. KevinGomes says:

    CTR theme demo video looks amazing. Is that what you guys use exclusively?

    • KevinGomes says:

      I bought it. I tried manually inserting my code from Adsense but i didn’t want to deal with html. In about 5 minutes I had ads strategically placed on my site without taking all that time it would have taken to strategize placement and all that. Loving it, worth the $67 but most importantly worth the time saved.

      Now I noticed that I’m missing my pages link such as about, privacy page, ect.

      • We have switched many sites to CTR Theme, but honestly it looks like ProSense gets a better CTR. So we may switch back.

        To add the pages, just use a widget.

      • JustinWCooke says:

        Yes, it’s very easy to apply AdSense, but we’ve noticed a drop across the board that’s a bit concerning when compared to ProSense. Look for a short write-up about it in the next income report…ugh…it cost us a bit!

        Overall, we think CTR Theme is still effective overall…but we’ve lost a little with this test, we think.

  10. I realized adsense will not be your primary source of blog income. It’s probably only 30% of your total income. Still better than nothing but I was hoping it would be much more… What percentage of your blogging income comes from adsense?

    • JustinWCooke says:

      Hey there…thanks for stopping in!

      We don’t have any AdSense on this blog. Almost all of our income comes from either AdSense or selling sites that are monetized via AdSense. We get a few sales from affiliate links, but it’s really just a bit extra at this point.

      We’re still relatively new…for someone who gets a majority of his income from AdSense only (and not selling sites) check Spencer with NichePursuits. Really good guy, good content, etc.

  11. Javier says:

    Hi . I have a few questions.

    I’m trying to figure how to organize my account. I have several websites, and would like to filter my reports by:

    -ad color (if I’m using Niche Website Theme from Spencer, I’d like to test different color schemes with the ads matching)
    -ad size
    -ad position
    -month of creation

    However, I don’t see how can I do these without creating tons of new ad units per month. For example:

    Ad unit:
    2012-03 300×250 Content Top Left Theme Niche Website Ad Red

    Or using channels, like:

    With this approach, if in a given month I want to test in a group of sites another theme or ad color, then I’d have to create like 4 or 5 ad units more.

    I want to plan this very well before continuing, do you have any suggestion to achieve this?


  12. Joanna says:

    Thanks for the post. Are you worried about having a footprint with so many websites being linked to your one adsense account. You hear so many horror stories about people having their adsense account closed down and thus advice to only have a few websites in one adsense accout.

    • Not really Joanna, in fact I am more concerned about trying to make secondary AdSense accounts to put sites in as that is against the TOS. Everyone we have spoke to at Google has said what we are doing is ok.

  13. I hope I am not too late. But I have this confusion. Google allows to link several custom channels per ad unit. But at the end, you only get the code for the ad unit. If I place that ad code, won’t all the custom channels have the same stats?

    • I wouldn’t suggest adding an ad unit to different custom channels as it will throw off your reports. However, you can add multiple ad unit to one custom channel, which is what you want to do.

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Seller Terms of Use Agreement

Effective Date: April 1st, 2016


Welcome to Empire Flippers. We take the friction out of buying and selling websites.

This is our Seller’s Terms of Use Agreement (“Agreement”) and it contains important provisions regarding your use of this website, including provisions regarding your sale of a website, app, or other online business (“Asset”). You should review this Agreement carefully before deciding whether to list an Asset for sale through Empire Flippers. If you do not agree to the terms contained within this Agreement, you should not sell an Asset through Empire Flippers.

This Agreement is being entered by and between you, the user, and Empire Flippers, LLC (“Broker”). Broker is the owner of an online marketplace for buying and selling websites (“Services”), which are provided subject to the terms of this Agreement. You are referred to as “You”, “Your”, or “Seller”. The person or entity buying the Asset is referred to as Buyer. Buyer and Seller are collectively referred to as the Parties.

The person or entity buying your Asset is referred to as the Buyer. Buyers must agree to the Buyer’s Terms of Use Agreement available here, and incorporated into this Agreement.



A. Offer to Sell and Purchase Price. You have made an offer to sell an Asset through your decision to list the Asset for sale though Broker’s Services.

The first step to listing an Asset for sale is paying a non-refundable listing fee (“Listing Fee”) to Broker. Upon your payment of the Listing Fee and submission of your Asset details, Broker will perform its review of your Asset. Broker, in its sole discretion, will approve or reject your Asset for listing on the Broker’s website and participation in the Services. Broker reserves the right to reject any Asset submission for any reason or no reason at all.

You are also agreeing to provide any ancillary services, including training, as detailed on the listing page of your Asset on Broker’s marketplace.

B. Eligibility. By using the Empire Flippers’ website or Services, you warrant and agree that you are either above the age of majority in your nation, state, province, territory, or city, or the age of eighteen (18), whichever is greater. You warrant that you are of sound mind, have the capacity to contract, and agree to the terms and conditions contained within this Agreement. If you are using the Services on behalf of a business entity or third party, you warrant that you have actual authority to act as an agent of that business entity and third party and have the right and ability to agree to the terms of this Agreement on behalf of that third party or business entity.

C. Seller Warranties. Seller warrants that:

  • Seller has the full power and legal authority to execute this Agreement;
  • Seller has clear and unencumbered title to the Asset and all related assets to be sold through the Broker’ Marketplace, including all intellectual property rights;
  • Seller has not placed the Asset to be sold subject to a mortgage, pledge, lien, or encumbrance, except for those taxes which shall be prorated as of the date of the Completed Migration;
  • There are no bankruptcy or reorganization proceedings currently filed against Seller that would impede its ability to complete this Agreement;
  • To the best of Your knowledge, there is no lawsuit or pending charge against your Asset; and,
  • Seller makes no other express or implied warranties with respect to Seller.

D. Exclusive Listing. Once your Asset is listed on the Broker’ Marketplace, you agree this is an exclusive listing for a period of six months (“Listing Term”). Specifically, you agree that Broker is the exclusive permissible method to sell your Asset during the Listing Term. You may not, directly or indirectly, list, solicit offers, or attempt to sell your Asset using any other service, person, or agent for the duration of the Listing Term. If you violate this provision, you agree to pay Broker a commission of fifteen percent (15%) of the total sale price of your Asset to Broker, plus any costs and attorney fees Broker incurs in connection with enforcing this Agreement.

E. Maintenance of the Business During the Listing Period. During the Listing Period, you agree to maintain your Asset as it was prior to the Listing Period, to the best of your ability. This includes, but is not limited to, maintaining third-party links on the Asset to be sold and other websites and any marketing, advertising, or other referral source, if applicable. During the Listing Period, you also agree to maintain accurate and up-to-date business records and to provide the same to Broker upon request.

F. Sale Terms. If Broker, in its sole and absolute discretion, approves your Asset for listing in the Broker’s marketplace, Broker will suggest a listing price. Once you agree to that listing price, as evidenced by the listing of your Asset at that price on Broker’s marketplace, you are obligated to accept full listing price offers from Buyers. To be clear, by agreeing to this Agreement, you are deemed to have accepted any full listing price offers on your Asset. Any written confirmation of your acceptance of the listing price, while not required, is incorporated into this Agreement.

G. Migration Process & Inspection Period.
  • Subsequent to Buyer’s acceptance of Buyer’s Terms of Use Agreement, which is incorporated into this Agreement in whole, and payment of the Purchase Price to Broker, the process to transfer the Asset to the Buyer begins (“Migration Process”). The Parties understand and agree that the Migration Process typically takes 2 - 4 weeks to complete, but could take substantially longer. The Parties acknowledge and agree that Broker cannot guarantee a specific timeframe for the Migration Process.
  • The Migration Process is completed when the Buyer confirms sole control and ownership of the Asset or when Broker has confirmed, in its sole and absolute discretion, that Buyer is in control and has ownership of the Asset (“Completed Migration”).
  • Buyer shall have a period of fourteen (14) days from the Date of the Completed Migration to fully inspect the operation of the Asset (“Inspection Period”) upon the following terms and conditions:
    • During the Inspection Period, Buyer shall have the opportunity to confirm the Asset’s Post-Migration Monthly Net Revenue is consistent with the Asset’s Average Monthly Net Revenue.
    • Post-Migration Monthly Net Revenue is defined as the Assets’ monthly gross revenue after the Completed Migration less normal and customary expenses associated with the historical operation of the Asset as provided in the Average Monthly Net Revenue.
    • Average Monthly Net Revenue is defined as the most current information regarding the Asset’s average monthly net revenue made available on the Broker’s website.
    • Buyer shall have the right to request termination of this Agreement to cancel the sale and obtain a refund of the Purchase Price if the Post-Migration Monthly Net Revenue is less than seventy-five percent (75%) of the Average Monthly Net Revenue during the Inspection Period (“Substantive Deviation”). If the Post-Migration Monthly Net Revenue is seventy-five percent (75%) or more of the Average Monthly Net Revenue, Buyer shall have no right to request to terminate or cancel this Agreement.
    • To enforce his ability to request termination of this Agreement based on a Substantial Deviation, Buyer must 1) notify Broker in writing of his request to terminate this Agreement within the Inspection Period at or the Zendesk ticket already being used and 2) provide evidence of the Substantial Deviation and Post-Migration Monthly Net Revenue through screenshots or providing Broker access to the Asset.
    • If Buyer requests termination of this Agreement consistent with the provisions above, Broker will conduct an investigation into the matter. The Parties agree and understand this investigation could take 2-4 weeks to complete or longer depending on the circumstances (“Broker’s Investigation Period”). Broker may require additional information from the Parties to conduct its investigation and the Parties agree to reasonably comply with such requests.
    • If Broker confirms the presence of a Substantial Deviation, Broker will cancel the sale, the Asset will be returned to Seller and the Purchase Price will be returned to Buyer. The Parties agree to cooperate to complete these actions.
    • If Broker confirms no Substantive Deviation exists, the sale will close as contemplated consistent with paragraph 7, iv.
    • Broker retains full and sole authority to determine the presence or absence of a Substantial Deviation.
    • If Buyer fails to provide written notification of his request to terminate this Agreement within the Inspection Period, Buyer is deemed to have freely and voluntarily waived any and all contingences in connection with his purchase of the Asset, including any discrepancies, fluctuations, or changes in the performance of the Asset and specifically its gross revenue, net revenue, expenses, traffic, and other metrics of performance, including any discrepancies, fluctuations, or changes in the performance of the Asset during the Migration Process or during the Inspection Period.
    • The Parties are free to waive the Inspection Period and close the sale consistent with paragraph 7, iv at any time.
  • Upon expiration of the Inspection Period, or if applicable the Broker’s determination regarding a Substantial Deviation, Broker will release eighty-five percent (85%) of the Purchase Price to Seller, which constitutes the Purchase Price minus Broker’s Commission (“Net Purchase Price”). Broker will retain the Commission.
  • The Parties agree to provide Broker all necessary information upon request to facilitate the Migration Process.

H. Default and Termination. Broker reserves the right to terminate the Migration Process at any point for any reason or no reason at all. If Broker terminates the sale, it agrees to return the Purchase Price to Buyer and the Asset to Seller.

I. Remedies for Material Breach. The Parties, including the Broker, understand and agree that monetary damages would not be a sufficient remedy for any breach of this Agreement and that, in addition to monetary damages and all other rights and remedies available at law or according to the terms of this Agreement, the non-breaching Party, including the Broker, shall be entitled to equitable relief, including injunctive relief, specific performance and/or the granting of an immediate restraining order or preliminary injunction (without posting bond) enjoining any such breach or reasonably anticipated breach as a remedy. Such equitable remedies shall not be the exclusive remedies available to the Parties, including the Broker, for breach of this Agreement, but shall be in addition to all other remedies available at law, equity or according to the terms of this Agreement. At all times, Broker retains complete discretion to cancel any sale and/or Migration Process.

J. Non-Compete Agreement. Seller agrees not to create or operate an Asset that would directly compete with the Asset for at least three years.

K. Indemnification of Buyer.
  • Seller agrees to indemnify Buyer from all liabilities arising out of Seller’s operation of the Asset prior to the Completed Migration;
  • Buyer has agreed to indemnify Seller from all liabilities arising out of Buyer’s operation of the Asset after the Completed Migration; and
  • The Parties agree to indemnify Broker from and against any and all claims, demands, judgments, liabilities, costs, and fees, including attorneys' fees, arising out of or related to this Agreement. The Parties’ obligation to defend Broker will not provide the Parties with the ability or right to control Broker’s defense, and Broker reserves the right to control its defense, including, but not limited to, the choice to litigate or settle and the choice of counsel.

L. Limitation of Liability


M. Indemnification of Broker.

You agree to hold harmless, defend, and indemnify Broker from and against any and all claims, demands, judgments, liabilities, costs, and fees, including attorneys’ fees, arising out of or related to: (1) the use of the Empire Flippers’ Website; (2) the use of any Service; (3) the review and listing of your website for sale; (4) the violation of any term or condition of this Agreement; (5) the violation of the rights of third parties, including rights of privacy or publicity or intellectual property rights; and (6) the violation of any law, statute, regulation, ordinance, or treaty, whether local, state, provincial, national, or international. Your obligation to defend and indemnify Broker will not provide you with the ability or right to control Broker’s defense, and Broker reserves the right to control its defense, including, but not limited to, the choice to litigate or settle and the choice of counsel.

N. General Provisions.
  • Fair Market Value. The Parties each acknowledge the Purchase Price represents fair market value.
  • Costs. The Parties agree to pay their own costs and expenses incurred with respect to this Agreement.
  • Valid and Binding Agreement. This Agreement represents a binding legal obligation and is enforceable in accordance with its terms and is binding and shall inure to the benefit of each Parties’ respective heirs, legal representatives, successors, and assigns.
  • Confidentiality. The Parties agree to maintain complete confidentiality regarding this Agreement.
  • Waivers. A waiver by either Party to any provision of this Agreement does not constitute a waiver of any other provision of this Agreement.
  • Notices. Any notice to Broker required under this Agreement shall be in writing and shall be deemed properly given when emailed to XXX.
  • No Third-Party Beneficiaries. Except as otherwise provided, nothing in this Agreement will provide any benefit to any third party or entitle any third party to any claim, cause of action, remedy, or right of any kind. This Agreement is not a third-party beneficiary contract.
  • Sections and Headings. The sections and headings in this Agreement are for organization and clarification purposes only and should not be interpreted as part of this Agreement.
  • Choice of Laws and Venue. Parties and Broker agree that any and all claims arising out of or related to this Agreement brought by or against Broker, including its validity, interpretation, breach, violation, or termination, shall be brought in the exclusive forum of the Kalamazoo County Circuit Court and pursuant to Michigan law. The Parties expressly consent to personal and subject matter jurisdiction in this forum. The prevailing party is entitled to payment of its costs, expenses, and attorney fees by the non-prevailing party for actions, disputes, or litigation arising out of or related to this Agreement.
  • Entire Agreement. Except as otherwise provided, this Agreement is the entire agreement between the Parties. This Agreement supersedes any prior written or oral agreement between the Parties.
  • Severability. If any provision of this Agreement is held to be invalid or unenforceable for any reason, the remaining provisions will continue to be valid and enforceable. If a court finds that any provision of this Agreement is invalid or unenforceable, but that by limiting such provision it would become valid and enforceable, then such provision will be deemed to be written, construed, and enforced as so limited.
  • Amendments. This Agreement may be amended in writing if both Parties sign and date in writing.
  • Effective Date. The Effective Date of this Agreement is the date it is agreed to by Buyer.

Depositor Terms Of Use Agreement

Effective Date: April 1st, 2016


Welcome to Empire Flippers. We take the friction out of buying and selling websites.

This is our Depositor’s Terms of Use Agreement (“Agreement”) and it contains important provisions regarding your use of this website, including provisions regarding your deposit of money in connection with a potential purchase of a website, app, or other online business (“Asset”). You should review this Agreement carefully before deciding whether to deposit money with Empire Flippers. If you do not agree to the terms contained within this Agreement, you should not deposit money or purchase an Asset through Empire Flippers.

This Agreement is being entered by and between you, the user, and Empire Flippers, LLC (“Broker”). Broker is the owner of an online marketplace for buying and selling websites (“Services”), which are provided subject to the terms of this Agreement. You are referred to as “You”, “Your”, or “Depositor”. Collectively, Depositor and Broker are referred to as the Parties.


  1. Deposit Amount. You are agreeing to place on deposit with Broker the amount stated for the applicable listing (“Deposit”).
  2. Information. By making the Deposit with Broker, You will be given confidential information regarding the Asset, including but not limited to access to the URL (if applicable), detailed proof of earnings, and access to seller for questions.
  3. Confidentiality and Non-Disclosure.
    1. Depositor will be provided Confidential Information after making the Deposit. “Confidential Information” shall mean nonpublic proprietary information revealed by the providing party (whether in writing, orally or by any other means) to the Depositor including (a) information expressly marked or disclosed as confidential, (b) all forms and types of financial and/or business information, (c) any and all details relating to the Asset, including its URL, detailed sales and revenue details, and any other information related to the Asset.
    2. Confidential Information shall remain the property of the providing party and all applicable rights in patents, copyrights, trade secrets and similar intellectual property rights embodied in the Confidential Information shall remain in the providing party. The Depositor party agrees to treat all such Confidential Information as confidential and shall not disclose such Confidential Information to any third party; provided that the Depositor may disclose the Confidential Information to its Representatives (as defined below) who have a need to know such information in connection with the evaluation of the purchase of the Asset. The Depositor shall use at least the same degree of care to avoid disclosure of such Confidential Information as the Depositor uses with respect to its own confidential information of like importance.
    3. The Depositor shall not use Confidential Information for any purpose other than evaluation of the Asset for purchase and shall prohibit its agents, financial advisors, employees, officers and directors (collectively, “Representatives”) from using the Confidential Information for any purpose other than as specifically agreed upon by the parties hereto.
    4. This Agreement shall not apply to information that on the effective date of this Agreement has been or thereafter is: (a) developed by the receiving party independently of the providing party and not based upon or derived from information provided or delivered by the providing party to the receiving party; (b) rightfully obtained by the receiving party from a third party without restriction; or (c) publicly available other than through the receiving party in violation of the terms of this Agreement.
    5. In the event that the Depositor is required to disclose any Confidential Information, the Depositor will cooperate with the providing party and, when possible pursuant to statutory or regulatory authority, provide the providing party with prompt written notice so that the providing party may seek a protective order or waive compliance by the Depositor with the provisions of this Agreement.
    6. The Depositor acknowledges that the unauthorized disclosure of Confidential Information may cause irreparable injury to the providing party and that, in the event of a violation of any of the Depositor’s obligations hereunder, the providing party shall have no adequate remedy at law and shall therefore be entitled to seek enforcement of each such obligation by temporary or permanent injunctive relief without proving damages, and without prejudice to any other rights and remedies which may be available to the providing party at law or in equity.
  4. Right of First Refusal. If, at any time while Depositor’s Deposit is on account with Broker, the Seller associated with the listing connected to your Deposit receives a bona fide offer below list price from any party to purchase the Asset, Broker shall notify Depositor of the offer. If Depositor does not elect to match the offer in writing within twenty-four (24) hours, Seller may then sell the Asset to the first offeror, provided the sale is on the conditions specified in the offer sent to Depositor.
  5. Refund of Deposit. Depositor may request a refund of the Deposit at any time, for any reason, or no reason at all. Broker will refund the Deposit as soon as commercially possible.
  6. Deposit Not Used for Purchase. Should you choose to make a purchase of an Asset, your Deposit will be returned to you and will not be used as a potion of the Payment Price of the Asset.
  7. Wire Fees and Other Expenses. Broker does not charge Depositor any wire or transfer fees, however, certain fees and expenses may be charged by your financial institution and are solely your responsibility.
  8. Notices. All notices required under this Agreement shall be made to Broker at
  9. Choice of Laws and Venue. Parties and Depositor agree that any and all claims arising out of or related to this Agreement brought by or against Broker, including its validity, interpretation, breach, violation, or termination, shall be brought in the exclusive forum of the Kalamazoo County Circuit Court and pursuant to Michigan law. The Parties expressly consent to personal and subject matter jurisdiction in this forum. The prevailing party is entitled to payment of its costs, expenses, and attorney fees by the non-prevailing party for actions, disputes, or litigation arising out of or related to this Agreement.
  10. Entire Agreement. Except as otherwise provided, this Agreement is the entire agreement between the Parties. This Agreement supersedes any prior written or oral agreement between the Parties.
  11. Effective Date. The Effective Date of this Agreement is the date Depositor consents to the same.