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The Evolution Of Google Adsense
By S. Housley, Fri Dec 9th
The web has evolved into a complex "organism" which, to some,appears to have a life of its own. As the Internet has evolved,so too have online marketers and publishers. The dot-com balloonis said to have burst but savvy publishers have grabbed the coattails of the Google search monster and employ Google oncontent-rich websites. Google AdSense, a pioneer for providingcontent-sensitive advertisements, has been a boon to webmasterslooking for alternatives to amortize their web trafffic. How Does Google Work? The concept is simple: Thepublisher or webmaster inserts a java script into a website.Each time the page is accessed, the java script pullsadvertisements from Google's program. The ads aretargeted and related to the content contained on the web pageserving the ad. If a web surfer clicks on an advertisementserved from Google, the webmaster serving the ad earns a portionof the money that the advertiser is paying Google for the click. Google handles all the tracking and payments, ultimatelyproviding an easy way for webmasters to displaycontent-sensitive, targeted ads, without the headache of havingto solicit advertisers, collect funds, monitor clicks or trackstatistics, any of which could easily become a full-time job.
While Google AdSense, like many pay-per-click programs, isplagued by claims of click-fraud, it is clearly an effectiverevenue source for many reputable web businesses. There seems tobe no shortage of advertisers in the AdWords program from whichGoogle pulls the ads. Webmasters seem less concerned bythe lack of information provided by Google and more interestedin cashing their monthly checks from Google. The Evolution of While Google's initial system wasfairly rudimentary, only providing publishers the option ofdisplaying a handful of advertising formats, the technologybehind even the first ads was anything but simplistic. Thetechnology used to employ Google goes far beyond simplekeyword or category matching. A complex algorithm is used todetermine the content contained on the web page serving the ad.Once the content is assessed, and appropriate ads that containrelated content are served. Early on, Google implemented a system that allows publishers tofilter advertisements from competitors or sites which theydeemed inappropriate. Google also allows vendors to specify analternative advertisement, in the unlikely event that Google isunable to provide related content ads. The
Progression of Google Google has come a long way inunderstanding the needs of publishers and webmasters. Google nowoffers a system that allows full ad customization. Webmasterscan choose from twelve text ad formats and can customize Googleadvertisements to complement their website and fit into existingwebpage layout. The options provided allow webmasters to selectand create custom color palettes that match an existingwebsite's color scheme, making the ads a much more natural fit. Many sites have been able to integrate ads into their sitedesign using different ad formats. Sample sites with integrated ads: Investing Partners - http://www.investing-partners.comPodcasting Tools - http://www.podcasting-tools.com . RSS Network- http://www.rss-network.com Online Reports Google recently took a huge step forward,providing publishers the ability to track their earnings basedon webmaster-defined channels. Recent improvements to the GoogleAdSense reporting have resulted in webmasters having thecapability to monitor an ad's performance with customizableonline reports that can detail page impressions, clicks andclick-through rates. Webmasters now have the ability to trackspecific ad formats, colors and pages within a website.Webmasters can quickly spot and track trends. The new flexiblereporting tools allows webmasters to group web pages by URL,domain, ad type or category, providing webmasters insight intowhat pages, ads and domains are performing the best. Reporting is real-time, allowing webmasters to quickly assessthe effectiveness of any changes. The new reporting makes itsignificantly easier for webmasters to optimize and increaseclick-through rates. Optional reporting allows webmasters tomonitor traffic, viewing both ad impressions and pageimpressions. Advertisers realize the benefits associated with having theirads served on targeted websites, increasing the likelihood thata prospective web surfer will have an interest in their productor service. Truth Still Not Revealed Google still does not reveal whatpercentage of the advertising revenue earned is paid to thewebmaster serving the ads, but they have made strides related todisclosure, recently lifting the ban preventing webmasters fromdisclosing the amount they earn through serving Google ads.
About the author:About the Author: Sharon Housley manages marketing forFeedForAll http://www.feedforall.com software for creating,editing, publishing RSS feeds and podcasts. In addition Sharonmanages marketing for NotePage http://www.notepage.net awireless text messaging software company.
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