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I have experimented with different formats on different sites. You can split test and find which formats work best for you.

What is split testing?

Have two different types of adformats on similar pages. That is, you have similar content on two webpages. On one of them you use the large rectangle and on another you use a small banner ad. Put both of them in more or less the same place, may be just below the header.

Go to http://www.google.com/adsense and choose two channels one for each page. You will be able to see which one got more clicks.

According to my tests, the following have worked best. Look at the color scheme as well as the size.

Large Rectangle 336x280 - I use this above the fold, just below the header. This is the best converting ad format, for me.

Wide Skyscraper 160x600 - I use this next to a great article that is long and people have to scroll down to read. I do not use this format unless it is very close to the text. When it is on the side bar too far away from the text, this format does not work well.

Banner 468x60 - I use this above the content, just below the header in places where I cannot use large rectangle. In some places the layout demands that I use a banner instead of large rectangle.

Leaderboard 728x90 - This is my fourth choice.

Link Unit 4 Ads 200x90 - I use this along with the menu or list of contents.

I also use the Link unit 728 x 15 next nearer the top menu on my blog.

I always choose text and image ads. For image ads, the sky scraper, the banner and leader board are good.

For video ads the large and small rectangles are good.

You have to try different formats on your site and check which ones get most clicks from your visitors.

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