I understand, despite the Adsense heatmap, a majority of successful sites use the right-hand sidebar for advertising. When you have a design of content, sidebar, sidebar, is it more click-friendly to place advertising nearest the main content, or should it be (left to right) content, additional content, ads?
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You have to try ...
You have to set up channels in Google AdSense to monitor your success.
Regarding the placement: Ads should be near the content to get attention. More in general it is always good to have things you want to lead attention to over the fold, over the article, near the content and maybe something inside or below the content.
The tactic is 'framing' the content.
My ad placements (just an article example) have great success with the following order (no sidebar, one column design):
Header
LINK ADS (good performance)
Article title
Keywords, sections, categories
BIG AD (great performance, performance goes down if I place something at the same height)
Article body
ADS in article body (seldom clicked)
...
As I said before, use channels to monitor your clicks. It takes time to see which ad placement works best on your site.
If I need a sidebar (seldom) for an article or extra ads I either place content in a table or use a floating div which I insert manually.
I would have thought keeping
I would have thought keeping the ad close to the content would be better, so the near sidebar would be my recommendation. Having said that, you could test one at a time and see how it goes. Using the AdSense channels as Markus suggested would be a brilliant way to evaluate.
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