The best loca­tion for Google ads varies from page to page, depend­ing on con­tent. Here are a few ques­tions to ask your­self when con­sid­er­ing where to posi­tion your ads:

• What is the user try­ing to accom­plish by vis­it­ing my site?
• What do they do when view­ing a par­tic­u­lar page?
• Where is their atten­tion likely to be focused?
• How can I inte­grate ads into this area with­out get­ting in the users’ way?
• How can I keep the page look­ing clean, unclut­tered and inviting?

Cer­tain loca­tions tend to be more suc­cess­ful than oth­ers. This “heat map” illus­trates the ideal plac­ing on a sam­ple page lay­out. The col­ors fade from dark orange (strongest per­for­mance) to light yel­low (weak­est per­for­mance). All other things being equal, ads located above the fold tend to per­form bet­ter than those below the fold. Ads placed near rich con­tent and nav­i­ga­tional aids usu­ally do well because users are focused on those areas of a page.While this heat map is use­ful as a posi­tion­ing guide­line, we strongly rec­om­mend putting your users first when decid­ing on ad loca­tion. Think about their behav­ior on dif­fer­ent pages, and what will be most use­ful and vis­i­ble to them. You’ll find that the most opti­mal ad posi­tion isn’t always what you expect on cer­tain pages.

For exam­ple, on pages where users are typ­i­cally focused on read­ing an arti­cle, ads placed directly below the end of the edi­to­r­ial con­tent tend to per­form very well. It’s almost as if users fin­ish read­ing and ask them­selves, “What can I do next?” Pre­cisely tar­geted ads can answer that ques­tion for them.

source : https://www.google.com/adsense/support/bin/answer.py?answer=17954

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