| k"> | | | | advertisement, in the unlikely event that Google is |
| | | | unable to provide related content ads. |
| The web has evolved into a complex "organism" | | | | The Progression of Google |
| which, to some, appears to have a life of its own. As | | | | Google has come a long way in understanding the |
| the Internet has evolved, so too have online | | | | needs of publishers and webmasters. Google now |
| marketers and publishers. The dot-com balloon is said | | | | offers a system that allows full ad customization. |
| to have burst but savvy publishers have grabbed the | | | | Webmasters can choose from twelve text ad |
| coat tails of the Google search monster and employ | | | | formats and can customize Google advertisements |
| Google AdSense on content-rich websites. Google | | | | to complement their website and fit into existing |
| AdSense, a pioneer for providing content-sensitive | | | | webpage layout. The options provided allow |
| advertisements, has been a boon to webmasters | | | | webmasters to select and create custom color |
| looking for alternatives to amortize their web trafffic. | | | | palettes that match an existing website's color |
| How Does Google AdSense Work? | | | | scheme, making the ads a much more natural fit. |
| The concept is simple: The publisher or webmaster | | | | Many sites have been able to integrate ads into their |
| inserts a java script into a website. Each time the | | | | site design using different ad formats. |
| page is accessed, the java script pulls advertisements | | | | Sample sites with integrated ads: |
| from Google's AdSense program. The ads are | | | | Investing Partners - |
| targeted and related to the content contained on the | | | | Podcasting Tools - |
| web page serving the ad. If a web surfer clicks on | | | | RSS Network - |
| an advertisement served from Google, the | | | | Online Reports |
| webmaster serving the ad earns a portion of the | | | | Google recently took a huge step forward, providing |
| money that the advertiser is paying Google for the | | | | publishers the ability to track their earnings based on |
| click. | | | | webmaster-defined channels. Recent improvements |
| Google handles all the tracking and payments, | | | | to the Google AdSense reporting have resulted in |
| ultimately providing an easy way for webmasters to | | | | webmasters having the capability to monitor an ad's |
| display content-sensitive, targeted ads, without the | | | | performance with customizable online reports that |
| headache of having to solicit advertisers, collect | | | | can detail page impressions, clicks and click-through |
| funds, monitor clicks or track statistics, any of which | | | | rates. Webmasters now have the ability to track |
| could easily become a full-time job. | | | | specific ad formats, colors and pages within a |
| While Google AdSense, like many pay-per-click | | | | website. Webmasters can quickly spot and track |
| programs, is plagued by claims of click-fraud, it is | | | | trends. The new flexible reporting tools allows |
| clearly an effective revenue source for many | | | | webmasters to group web pages by URL, domain, |
| reputable web businesses. There seems to be no | | | | ad type or category, providing webmasters insight |
| shortage of advertisers in the AdWords program | | | | into what pages, ads and domains are performing the |
| from which Google pulls the AdSense ads. | | | | best. |
| Webmasters seem less concerned by the lack of | | | | Reporting is real-time, allowing webmasters to quickly |
| information provided by Google and more interested | | | | assess the effectiveness of any changes. The new |
| in cashing their monthly checks from Google. | | | | reporting makes it significantly easier for webmasters |
| The Evolution of AdSense | | | | to optimize and increase click-through rates. Optional |
| While Google's initial system was fairly rudimentary, | | | | reporting allows webmasters to monitor traffic, |
| only providing publishers the option of displaying a | | | | viewing both ad impressions and page impressions. |
| handful of advertising formats, the technology behind | | | | Advertisers realize the benefits associated with |
| even the first ads was anything but simplistic. The | | | | having their ads served on targeted websites, |
| technology used to employ Google AdSense goes far | | | | increasing the likelihood that a prospective web surfer |
| beyond simple keyword or category matching. A | | | | will have an interest in their product or service. |
| complex algorithm is used to determine the content | | | | Truth Still Not Revealed |
| contained on the web page serving the ad. Once the | | | | Google still does not reveal what percentage of the |
| content is assessed, and appropriate ads that contain | | | | advertising revenue earned is paid to the webmaster |
| related content are served. | | | | serving the ads, but they have made strides related |
| Early on, Google implemented a system that allows | | | | to disclosure, recently lifting the ban preventing |
| publishers to filter advertisements from competitors | | | | webmasters from disclosing the amount they earn |
| or sites which they deemed inappropriate. Google | | | | through serving Google ads. |
| also allows vendors to specify an alternative | | | | |