Google Adsense

Google AdSense is a program run by Google Inc. that allows publishers in the Google Network of content sites to serve automatic text, image, video, or interactive media adverts that are targeted to site content and audience. These adverts are administered, sorted, and maintained by Google, and 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 Double-click offering (also owned by Google). In Q1 2011, Google earned US $2.43 billion ($9.71 billion annualized), or 28% of total revenue, through Google AdSense. 

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 a popular company in creating and placing banner advertisements on a website, because the advertisements are less intrusive than most banners, 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. 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 fill a website with advertisements that are relevant to the topics discussed, webmasters place a brief HTML 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 three ad units per page.

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.

Types

AdSense for Content

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 for 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 and just one of them. As of November 2012, a grey arrow appears beneath AdSense text ads for easier identification.

AdSense for Feeds

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."

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.

AdSense for Feeds remained in its beta state until August 15, 2008, when it became available to all AdSense users.

AdSense for search

A companion to the regular AdSense program, AdSense for search, allows website owners to place Google Custom Search boxes on their websites. When a user searches the Internet or the website with the search box, Google shares 51% of the advertising revenue it makes from those searches with the website owner. However the publisher is paid only if the advertisements on the page are clicked; AdSense does not pay publishers for regular searches. Web publishers have reported that they also pay a range from $0.64 to $0.88 per click.

AdSense for mobile content

AdSense for mobile content allows 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 PHP, ASP and others are used.

AdSense for domains

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.

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

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

AdSense for video

AdSense for video allows publishers with video content to generate revenue using ad placements from Google's extensive advertising network including popular YouTube videos. 

How AdSense works

• 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 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.

• For referrals, Google adds money to the advertiser's account when visitors either download the referred software or subscribe to the referred service. The referral program was retired in August 2008.

• 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 customers can specify the pages on which advertisements should be shown. AdSense then ignores clicks from pages other than those specified.

Types of websites

Static website 

A static website is one that has web pages stored on the server in the format that is sent to a client web browser. It is primarily coded in Hypertext Markup Language (HTML).

Simple forms or marketing examples of websites, such as classic website, a five-page website or a brochure website are often static websites, because they present pre-defined, static information to the user. This may include information about a company and its products and services through text, photos, animations, audio/video and interactive menus and navigation.

This type of website usually displays the same information to all visitors. Similar to handing out a printed brochure to customers or clients, a static website will generally provide consistent, standard information for an extended period of time. Although the website owner may make updates periodically, it is a manual process to edit the text, photos and other content and may require basic website design skills and software.

A static web page may still have dynamic behavior, provided that this is handled entirely client-side (i.e. within the browser). This may include such features as a JavaScript image zoom feature to display photographs.

In summary, visitors are not able to control what information they receive via a static website, and must instead settle for whatever content the website owner has decided to offer at that time.

They are edited using four broad categories of software:

•      Text editors, such as Notepad or Text Edit, where content and HTML markup are manipulated directly within the editor program

•     WYSIWYG offline editors, such as Microsoft FrontPage and Adobe Dreamweaver (previously Macromedia Dreamweaver), with which the site is edited using a GUI and the final HTML markup is generated automatically by the editor software

•       WYSIWYG online editors which create media rich online presentation like web pages, widgets, intro, blogs, and other documents.

•     Template-based editors, such as Rapid Weaver and iWeb, which allow users to quickly create and upload web pages to a web server without detailed HTML knowledge, as they pick a suitable template from a palette and add pictures and text to it in a desktop publishing fashion without direct manipulation of HTML code.

Static websites may still use server side includes (SSI) as an editing convenience, such as sharing a common menu bar across many pages. As the site's behavior to the reader is still static, this is not considered a dynamic site.

Dynamic website

A dynamic website is one that changes or customizes itself frequently and automatically, based on certain criteria.

Dynamic websites can have two types of dynamic activity: Code and Content. Dynamic code is invisible or behind the scenes and dynamic content is visible or fully displayed.

Dynamic code

The first type is a web page with dynamic code. The code is constructed dynamically on the fly using active programming language instead of plain, static HTML.

A website with dynamic code refers to its construction or how it is built, and more specifically refers to the code used to create a single web page. A dynamic web page is generated on the fly by piecing together certain blocks of code, procedures or routines. A dynamically generated web page would recall various bits of information from a database and put them together in a pre-defined format to present the reader with a coherent page. It interacts with users in a variety of ways including by reading cookies recognizing users' previous history, session variables, server side variables etc., or by using direct interaction (form elements, mouse overs, etc.). A site can display the current state of a dialogue between users, monitor a changing situation, or provide information in some way personalized to the requirements of the individual user.

The second type is a website with dynamic content displayed in plain view. Variable content is displayed dynamically on the fly based on certain criteria, usually by retrieving content stored in a database.

Dynamic content 

A website with dynamic content refers to how its messages, text, images and other information are displayed on the web page and more specifically how its content changes at any given moment. The web page content varies based on certain criteria, either pre-defined rules or variable user input. For example, a website with a database of news articles can use a predefined rule which tells it to display all news articles for today's date. This type of dynamic website will automatically show the most current news articles on any given date. Another example of dynamic content is when a retail website with a database of media products allows a user to input a search request for the keyword Beatles. In response, the content of the web page will spontaneously change the way it looked before, and will then display a list of Beatles products like CDs, DVDs and books.

Important Marketing Tips

       In working with small businesses to promote their web sites, we have learned that many businesses need help in marketing. Here are the most important tips we have gathered to help you get the most out of your marketing dollar.

1. What are your competitors up to ?

     Do an Internet search in Google and Yahoo for the item or service you plan to sell. Find out how much your competition is charging and how they are marketing the product. Try to narrow down which businesses will be your direct competition

2. Will anyone buy ?

    Not every product or service is right for Internet sales. In our experience, unique products, hard to find services and name brand products are the best candidates for Internet sales. Look at your potential products and ask yourself - "Would I purchase this product on the Internet?"

3. Why come to this web site ?

     No matter how good your advertising campaign, your web site needs valuable content to survive in the Internet. Create content that is useful, informative, educational or entertaining and you will create a market for your product. 

Some ideas for attracting repeat customers are:

• Provide regular, fresh content: If visitors come back a couple of times and nothing has changed, they will lose interest and probably won't ever come back.
• Create "Web Site Only" offers.
• Put technical documentation online. Manuals and instructions can be easily lost. Make copies of them online. Customers who come to find the technical documentation they need will, in the process, be exposed to your latest products and services.
• Use "e-mail this page" links to help make sharing information and specials from your site easy. Pages sent this way, not only further your message, they actually have the endorsement of the person sending the page.
• Use "print-friendly pages" to encourage people to print out your information for later reference.
• Create a link sharing program. Make a page on your site full of external links to on topic sources of further and complimentary information. When you've done that, go through those sites and send a short, polite request to each of them that they add you to their list of links. Don't worry if they don't want to link to you, and certainly don't remove them from your list -- this is a nice way to add value to your site and demonstrates a certain degree of authority on a given subject.
• Send a newsletter: The most efficient means of keeping in touch with clients is a brief newsletter sent by e-mail. Tell customers and prospects about the new services and products you are offering, staff changes, successes, books your recommend, customer testimonials or successes with your product, and links to articles of interest.

4. Am I unique ?

        The Internet is a crowded marketplace. The more unique your product or service, the more likely your success.

Basic economics tells us two things:

• The more unique your product, then less competition you will have.
• The less competition you have, the less price becomes an issue.

       Finding your niche means limiting your target audience, of course, but it does mean that people coming to your site are more likely to purchase your product. If you are planning a new online business, find a specialized market...if you already have a web site business, consider narrowing your online focus or create several different web sites to market your various products.

5. What's my first impression ?

     Your business web site is your chance to beat the competition and wow your potential client. Show them what you can do and why they should choose your business over the competition. Aim for a crisp, clean design that emphasizes your professionalism and skill. Give your potential clients as the information they are seeking in a format that is easy to navigate. Remember - your web site is likely to be your first point of contact with the customer. If you lose him now, you will not get him back.

6. Am I getting their attention ?

    Promotional gifts can help get your company name and information out to your audience. The advantage of these items over traditional business cards is that they're more likely to be kept, plus your contact/business

information generally remains on open view, as opposed to being in a wallet, purse or filing system somewhere. Aim for something people will keep or for something they will share. One of our most popular items is a nicely printed postcard with an interesting or funny cover which you can let your customers take for free....getting your name and information out to people who have never even been to your place of business.

7. What is my corporate id ?

     The establishment of a brand is a key factor in any business's promotional activities. Create a corporate image for your company, and incorporate it into your letterhead and all other documents as well as your web site. The key to a strong brand is consistency, so make sure your logo appears on every page, preferably in the top left corner. If you use your brand name or slogan often throughout the site, make sure you do it the same way every time, as this signals to users that it's a title. Any literature you send in relation to your business should also follow form:

• If you send e-mails, ensure you sign them with the company slogan.
• If you send invoices, have the logo in the left corner.
• Design an attractive business card and include your web site address.
• Letterhead
• Receipts
• Warranties
• Packaging
• Promotional Items, such as caps, T-shirts, coffee mugs, pens
• Yellow pages and legitimate business directories
• Leaflets
• Posters and billboards
• Newspapers and magazines
• Storefront Windows

8. Can this be true ?

    Research any "opportunity" that comes your way and get referrals or recommendations before you buy. Things to investigate carefully include:

• Directories: Check to be sure that the directory actually exists and investigate the audience profile and distribution before you buy.
• Keyword sales: "We can sell you exclusive rights to 'your keyword' across the Internet." Before you buy, get names, phone numbers, physical addresses and references. No one can sell you keywords across the Internet.
• E-mail addresses for sale. Beware of participating in SPAM. Unsolicited e-mail is fast becoming a target of legislation which can ruin your ability to do business on the Internet.

9. Have they heard ? 

     Use e-mail, phone, word of mouth and even regular mail to let everyone know about your new site, it's special features and how easy it is to reach you on the Internet. Here are some suggestions which often get overlooked:

• Staff e-mail accounts: Be sure that everyone has an @yourcompany.com e-mail address an uses it.
• Encourage your employees to use their business accounts and make them available on your web site.
• Encourage your customers to contact you through e-mail at your company address.
• Ensure that the e-mail addresses are checked regularly -- at least three times a day for most businesses. Not having their e-mail answered will make your customers feel unloved, and will inevitably result in lost business.
• Create a standard company signature: Use your e-mail program to make sure that every e-mail sent from your company address has an official address no more than four lines long which contains useful information such as name,position, telephone,fax, and of course, the URL of the company web site.
• Use Auto- Responders: An automated response may come from a machine, but research shows that customers feel that they will get better response from those companies using auto responders than for those that do not
• Keep useful URLs handy: Keep a list of useful URLs from your web site at the front desk. When customers ask for information on a specific topic, give them the URL which has the information they are requesting...and better still, e-mail them the link.
• On hold message: Include information about what is available on your web site on your telephone hold system.
• Create a weekly or monthly promotion that is only to be found on your web site. This gives you a reason to tell people about your site when they call and will expose them to all of your services when they visit your site.

Web Design Strategies

1. Keep it simple.

    The business web site is there for the customer. Keep your customer in mind at all times. Don't become so 

enchanted with showcasing your company that you lose sight of the reason your visitor came to your site. If you lose him once, you are not likely to get him back for a second chance.

2. Update often.

    Good web sites have changing content and changing design. If your site looks like it has not been updated

lately, can your customer actually depend on the information he finds there? Well designed web sites allow for easy updating within the structure of the site. The best designs offer a dynamic site which has something different each time the visitor returns. Talk to your designer about options for automating your web site content.

3. Provide relevant content.

Do not assume that your visitor is interested in your company history, employee roster, personnel photos. Give him something worth reading in an interesting format and he will return to your site and recommend it to others. The most visited web sites are those which offer unique content and easy access to information the visitor cannot find elsewhere.

4. Look professional.

Many companies try to save on their web sites by designing and maintaining them "in-house". These offices often end up spending more on creating and maintaining their web site than if they had hired an outside consultant. What often happens is that employees have other responsibilities which must be balanced with the 

web site, and when time is tight, the web site is the project which gets put aside for later or given to another employee to finish. Remember that your web site has the potential to reach thousands of customers every day. Be sure it is leaving the right impression.

5. Use quality graphics.

Just as you would not decorate your customer lobby or the front of your offices with clip art, you should not use these images in your web site. Quality photographs and graphics are an essential part of your professional design. Good professional photography and graphics enhance your web site and keep your visitor exploring longer.

6. Use quality fonts.

Too many web sites can be found which use fonts more appropriate for greeting cards than for business. Keep your web site clean and professional with one font and add interest by changing sizes and weights. Resist the urge to scatter fonts creatively throughout the web site.

7. All computers were not created equal. - Remember that colors will vary wildly from computer to computer. There is no way to control the exact appearance of colors across the web. Therefore, don't spend a lot of time trying to match your letterhead or logo.

8. The web is not print.

This may seem like an obvious statement, but it is important to remember that printed materials cannot just be scanned to your web site. Printed materials must be reformatted for use on the web. It is not always practical to try to reproduce your existing printed materials for web site use. Let your designer guide you to find the right balance between good web design and consistent image for your business materials.

9. Spell check everything.

Errors and typos always seem to find their way into web sites. You can reduce the number of errors on your site and the time necessary to correct them by using the spell check function for any text files you send.

10. Download time matters.

The average visitor will wait 4 to 6 seconds for a page to download. It is important that your web site have something for your customer within that time or you may lose him forever. Keep your web site pages to a size which can be downloaded quickly. There are still plenty of potential customers out there using dial up modem to connect to the Internet.

11. Use animation sparingly.

The use of FLASH animation can dramatically increase a Webster's interest without increasing the download 

time significantly. However, too much animation can compete for the visitors attention and actually drive away traffic. Integrate your animated elements into the design concept and let them support your information rather than competing for attention.

12. Make your site unique.

There are thousand upon thousands of web sites out there today. Most of them look very much the same. Do not design your site with a template which will make your web site just like all of the others. Keep your design memorable, but professional.

13. Navigation is the key.

You have probably been to one of those sites which makes it hard to find the information you are seeking. Clear navigation is important. Your site should allow the visitor to clearly choose his options and to get back to the beginning without difficulty. Good navigation is an important key to successful web site design.

14. Get your money's worth!

Listen to your professional designer - After all, that is what you are paying for! If you have chosen your design firm well, then they will know their business - just as you know yours. Too many cooks spoil the broth - and the web site, too! Of course you should be involved in guiding the direction of your new web site, but let your designer give you the benefit of his expertise in the field.