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AdSense

Google AdSense
Developer(s) Google
Initial release June 18, 2003 (2003-06-18)[1]
Operating system Cross-platform (web-based application)
Type Online advertising
Website /adsense.com.googlewww

Google AdSense is a program run by Google that allows publishers in the Google Network of content sites to serve automatic text, image, video, or interactive media advertisements, that are targeted to site content and audience. These advertisements are administered, sorted, and maintained by Google. They can generate revenue on either a per-click or per-impression basis. Google beta-tested a cost-per-action service, but discontinued it in October 2008 in favor of a DoubleClick offering (also owned by Google).[2] In Q1 2014, Google earned US $3.4 billion ($13.6 billion annualized), or 22% of total revenue, through Google AdSense.[3] AdSense is a participant in the AdChoices program, so AdSense ads typically include the triangle-shaped AdChoices icon.[4][5]

Contents

  • Overview 1
  • History 2
  • Types 3
    • AdSense for Content 3.1
    • AdSense for Search 3.2
    • AdSense for video 3.3
  • Discontinued Types 4
    • AdSense for mobile content 4.1
    • AdSense for domains 4.2
    • AdSense for Feeds 4.3
  • How AdSense works 5
  • Abuse 6
  • Criticism 7
  • See also 8
  • References 9
  • Further reading 10
  • External links 11

Overview

Google uses its Internet search technology to serve advertisements based on website content, the user's geographical location, and other factors. Those wanting to advertise with Google's targeted advertisement system may enroll through Google AdWords. AdSense has become one of the popular programs that specializes in creating and placing banner advertisements on a website, because the advertisements are less intrusive and the content of the advertisements is often relevant to the website.

Many websites use AdSense to monetize their content; it is the most popular advertising network.[6] AdSense has been particularly important for delivering advertising revenue to small websites that do not have the resources for developing advertising sales programs and sales people to generate revenue with. To display contextually relevant advertisements on a website, webmasters place a brief Javascript code on the websites' pages. Websites that are content-rich have been very successful with this advertising program, as noted in a number of publisher case studies on the AdSense website. AdSense publishers may only place up to three link units on a page, in addition to the three standard ad units, and two search boxes.[7] This restriction is not applicable for premium publishers who work directly with account managers at Google.

Some webmasters put significant effort into maximizing their own AdSense income. They do this in three ways:

  1. They use a wide range of traffic-generating techniques, including but not limited to online advertising.
  2. They build valuable content on their websites that attracts AdSense advertisements, which pay out the most when they are clicked.
  3. They use text content on their websites that encourages visitors to click on advertisements. Note that Google prohibits webmasters from using phrases like "Click on my AdSense ads" to increase click rates. The phrases accepted are "Sponsored Links" and "Advertisements".

The source of all AdSense income is the AdWords program, which in turn has a complex pricing model based on a Vickrey second price auction. AdSense commands an advertiser to submit a sealed bid (i.e., a bid not observable by competitors). Additionally, for any given click received, advertisers only pay one bid increment above the second-highest bid. Google currently shares 68% of revenue generated by AdSense with content network partners, and 51% of revenue generated by AdSense with AdSense for Search partners.[8]

On June 18, 2015 Google announced rebranding of AdSense with a new Logo[9]

AdSense rebranded logo

History

Google launched its AdSense program, originally named content targeting advertising in March 2003.[10] The AdSense name was originally used by Applied Semantics, a competitive offering to AdSense and then adopted by Google after Google acquired Applied Semantics in April 2003.[11] Applied Semantics was started in 1998 by Gilad Elbaz and Adam Weissman. Some advertisers complained that AdSense yielded worse results than AdWords, since it served ads that related contextually to the content on a web page and that content was less likely to be related to a user's commercial desires than search results. For example, someone browsing a blog dedicated to flowers was less likely to be interested in ordering flowers than someone searching for terms related to flowers. As a result, in 2004 Google allowed its advertisers to opt out of the AdSense network.[12]

  • Google AdSense
  • Google AdSense patent application
  • Inside AdSense — Google's official weblog on AdSense

External links

  • Comm, Joel (2006).  

Further reading

  1. ^ Google Expands Advertising Monetization Program for Websites, June 18, 2003, Press Release, Google
  2. ^ [2]
  3. ^ "Google Announces First Quarter 2014 Results". Google. Retrieved July 9, 2014.
  4. ^ "About Google Ads". Retrieved January 20, 2015. 
  5. ^ Parker, Pamela (March 22, 2011). "Goodbye "Ads By Google" & Hello "AdChoices" As Google’s Backs Industry Label Effort".  
  6. ^ "Usage of advertising networks for websites". W3Techs. 2012-08-25. 
  7. ^ "AdSense Ad limit per page". Support.google.com. Retrieved 13 October 2014. 
  8. ^ a b "Google Form 10-Q, Q2 2010". 2010-07-15. Archived from the original on 30 September 2010. Retrieved 2010-09-08. 
  9. ^ Adsense rebrands with new logo, Preview Tech, June 19, 2015.
  10. ^ Matt, Cutts. "Google Guy". Web Master World. 
  11. ^ "Google Acquires Applied Semantics". News from Google. April 23, 2003. Retrieved July 12, 2014. 
  12. ^ a b Battelle, John (2005). The Search. New York: Penguin. pp. 151–2.  
  13. ^ Swift, Mike (February 7, 2011). "Susan Wojcicki: The most important Googler you've never heard of".  
  14. ^ Pepitone, Julianne (2011-02-12). "Google expands ad targeting methods".  
  15. ^ https://support.google.com/adsense/answer/1705822
  16. ^ "Inside AdSense: Mobile becomes a core component of AdSense". Inside AdSense. Retrieved 13 October 2014. 
  17. ^ AdSense For Domains Now Available For All US Publishers, Robin Wauters, Dec 12, 2008, TechCrunch
  18. ^ Google kills “hosted” Adsense for Domains program , Andrew Allemann, February 22, 2012, Domain Name Wire
  19. ^  
  20. ^ Tony John. "AdSense For Feeds going away". Techulator.com. Retrieved 13 October 2014. 
  21. ^ "Google AdSense Help Center: What are CPM ads?". 2007-12-29. 
  22. ^ "Google AdWords: All About Site-Targeted Ads". 2007-12-29. 
  23. ^ "Google AdSense Help Center: What is the referrals feature?". 2007-12-29. 
  24. ^ "Google yanks AdSense referral program, offers shoddy surrogate". blog.anta.net. 2008-07-01.  
  25. ^ "Google Webmaster Guidelines". Retrieved 2012-02-02. If you believe that another site is abusing Google's quality guidelines, please report that site at https://www.google.com/webmasters/tools/spamreport. 
  26. ^ Benaifer Jah (2005-12-27). "Trojan Horse program that targets Google AdSense ads". TechShout. 
  27. ^ "Eligibility to participate in AdSense". Retrieved 7 December 2011.  (Google policy)
  28. ^ Discussion forum example: complaint about treatment India vs. Pakistan, 2009
  29. ^ Mahesh Jawahar (20 February 2012). "Google Adsense and its adventure in India: The real story of Google adsense scam in India!!".  (blog blames Indians for their click fraud scams, does not blame Google)
  30. ^  
  31. ^ Lem Bingley (2007-02-01). "Google keeps on coining it in".  
  32. ^ "When do I get paid?". Google AdSense Help Center. 
  33. ^ TONY CHOU (Mar 23, 2011). "Google Adsense Scammed Me And Will Probably Get You Next". 
  34. ^ "Disabled Account FAQ - AdSense Help". 2010-11-08. 
  35. ^ "Adult content". Google AdSense Help Center. 
  36. ^ "BE CAREFUL when using both AdSense + AdWords by Google". 2009-02-19. 
  37. ^ "Google's Worst Ads Ever (GOOG)". 2009-08-20. 
  38. ^ "Privacy Concerns adsense". Allaboutcookies.org. Retrieved 13 October 2014. 
  39. ^ "Google AdSense terms". Google.com. Retrieved 13 October 2014. 

References

See also

AdSense uses tracking cookies that are viewed by some users as a threat to privacy.[38] Webmasters that use AdSense must place the appropriate warning in the privacy policy page.[39]

In some cases, AdSense displays inappropriate or offensive ads. For example, in a news story about a terrorist attack in India, an advert was generated for a (presumably non-existent) educational qualification in terrorism.[37]

It has been reported that using both AdSense and AdWords may cause a website to pay Google a commission when the website advertises itself.[36]

Google came under fire when the official Google AdSense Blog showcased the French video website Imineo.com. This website violated Google's AdSense Program Policies by displaying AdSense alongside sexually explicit material. Typically, websites displaying AdSense have been banned from showing such content.[35]

Many website owners complain that their AdSense accounts have been disabled just before they were supposed to receive their first paycheck from Google.[33] Google claims accounts have been disabled due to click fraud or forbidden content, but have offered no proof of this. An automated email is sent to the publisher's owner which offers no reasoning, or options but a link to file an appeal. In the email, Google states that "Because we have a responsibility to protect our AdWords advertisers from inflated costs due to invalid activity, we've found it necessary to disable your AdSense account. Your outstanding balance and Google's share of the revenue will both be fully refunded back to the affected advertisers." The revenue generated - whether legitimate or not - is taken, and all complaints are deferred.[34]

The payment terms for webmasters have also been criticized.[31] Google withholds payment until an account reaches US$100,[32] but many micro content providers require a long time—years in some cases—to build up this much AdSense revenue. However, Google will pay all earned revenue greater than US$10 when an AdSense account is closed and not disabled. On the other side Google bills its customers (API users for example) monthly, in increments as low as a few cents.

Due to alleged concerns about click fraud, Google AdSense has been criticized by some search engine optimization firms as a large source of what Google calls "invalid clicks", in which one company clicks on a rival's search engine advertisements to drive up the other company's costs.[30]

There were numerous complaints --at least in online discussion forums-- about a difference in treatment for publishers from China and India, namely that sites from those locations are required to be active for six months before being eligible for AdSense.[27][28][29]

Criticism

There have also been reports of Trojan horses engineered to produce counterfeit Google advertisements that are formatted looking like legitimate ones. The Trojan uploads itself onto an unsuspecting user's computer through a webpage and then replaces the original advertisements with its own set of malicious advertisements.[26]

A Made for AdSense (MFA) website or webpage has little or no content, but is filled with advertisements so that users have no choice but to click on advertisements. Such pages were tolerated in the past, but due to complaints, Google now disables such accounts.

Some webmasters create websites tailored to lure searchers from Google and other engines onto their AdSense website to make money from clicks. Such websites often contain nothing but a large amount of interconnected, automated content (e.g., a directory with content from the Open Directory Project, or scraper websites relying on RSS feeds for content). Possibly the most popular form of such "AdSense farms" are splogs (spam blogs), which are centered around known high-paying keywords. Many of these websites use content from other websites, such as WorldHeritage, to attract visitors. These and related approaches are considered to be search engine spam and can be reported to Google.[25]

Abuse

  • The webmaster inserts the AdSense JavaScript code into a webpage.
  • Each time this page is visited, the JavaScript code uses inlined JSON to display content fetched from Google's servers.
  • For contextual advertisements, Google's servers use a cache of the page created by its Mediabot crawler to determine a set of high-value keywords. If keywords have been cached already, advertisements are served for those keywords based on the AdWords bidding system. (More details are described in the AdSense patent.)
  • For site-targeted advertisements, the advertiser chooses the page(s) on which to display advertisements, and pays based on cost per mille (CPM), or the price advertisers choose to pay for every thousand advertisements displayed.[21][22]
  • For referrals, Google adds money to the advertiser's account when visitors either download the referred software or subscribe to the referred service.[23] The referral program was retired in August 2008.[24]
  • Search advertisements are added to the list of results after the visitor performs a search.
  • Because the JavaScript is sent to the Web browser when the page is requested, it is possible for other website owners to copy the JavaScript code into their own webpages. To protect against this type of fraud, AdSense publishers can specify the pages on which advertisements should be shown. AdSense then ignores clicks from pages other than those specified.

How AdSense works

AdSense for Feeds remained in its beta state until August 15, 2008, when it became available to all AdSense users. On December 3, 2012, Google discontinued AdSense For Feeds program.[20]

AdSense for Feeds works by inserting images into a feed. When the image is displayed by a RSS reader or Web browser, Google writes the advertising content into the image that it returns. The advertisement content is chosen based on the content of the feed surrounding the image. When the user clicks the image, he or she is redirected to the advertiser's website in the same way as regular AdSense advertisements.

In May 2005, Google announced a limited-participation beta version of AdSense for Feeds, a version of AdSense that runs on RSS and Atom feeds that have more than 100 active subscribers. According to the Official Google Blog, "advertisers have their ads placed in the most appropriate feed articles; publishers are paid for their original content; readers see relevant advertising—and in the long run, more quality feeds to choose from."[19]

AdSense for Feeds

On February 22, 2012, Google announced that it was shutting down its Hosted AdSense for Domains program.[18]

On December 12, 2008, TechCrunch reported that AdSense for Domains is available for all US publishers.[17]

AdSense for domains allows advertisements to be placed on domain names that have not been developed. This offers domain name owners a way to monetize domain names that are otherwise dormant or not in use. AdSense for domains is currently being offered to all AdSense publishers, but it wasn't always available to all.

AdSense for domains

AdSense for mobile content allowed publishers to generate earnings from their mobile websites using targeted Google advertisements. Just like AdSense for content, Google matches advertisements to the content of a website — in this case, a mobile website. Instead of traditional JavaScript code, technologies such as Java and Objective-C are used. As of February 2012, AdSense for Mobile Content was rolled into the core AdSense for Content offering to better reflect the lessening separation between desktop and mobile content.[16]

AdSense for mobile content

Discontinued Types

AdSense for video allows publishers with video content to generate revenue using ad placements from Google's extensive advertising network. The publisher is able to decide what type of ads are shown against their video inventory. Formats available include linear video ads (pre-roll or post-roll), overlay ads that display AdSense text and display ads over the video content, and the TrueView format.[15] Publishers can also display companion ads - display ads that run alongside video content outside the player. AdSense for video is for publishers running video content within a player and not for YouTube publishers.

AdSense for video

Although the revenue share from AdSense for Search (51%) is lower than from AdSense for Content (68%) higher returns can be achieved due to the potential for higher Click Through Rates.

AdSense for search allows publisher to display ads relating to search terms on their site and receive 51% of the revenue generated from those ads.[8] AdSense custom search ads can be displayed either alongside the results from an AdSense Custom Search Engine or alongside internal search results through the use of Custom Search Ads. Custom Search Ads are only available to white-listed publishers.

AdSense for Search

The content-based adverts can be targeted for interest or context. The targeting can be CPC (click) or CPM (impression) based. There's no significant difference between CPC and CPM earnings, however CPC ads are more common. There are various ad sizes available for content ads. The ads can be simple text, image, animated image, flash, video, or rich media ads. At most ad sizes, users can change whether to show both text and multimedia ads or just one of them. As of November 2012, a grey arrow appears beneath AdSense text ads for easier identification.

AdSense for Content

Types

On January 21, 2014, Google AdSense launched Direct Campaigns, a tool where publishers may directly sell ads. This feature was retired on February 10, 2015.

In February 2010, Google AdSense started using search history in contextual matching to offer more relevant ads.[14]

In 2009, Google AdSense announced that it would now be offering new features, including the ability to "enable multiple networks to display ads".

[12] By early 2005 AdSense accounted for an estimated 15 percent of Google's total revenues.[13]

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