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How Google Matches Up Adwords Advertisers With Websites Displaying Adsense
ntroduction to Adwords and displaying ads on the search
Adsense results pages. The ads posted on
each site are administered by
Google Adwords and Adsense are Google and creates revenue for
two sides of the same coin. They the website owner. Although
work hand in hand to deliver website owners need not pay to
targeted ads to prospective join the program they still get
customers and create revenue for paid for each click received by
advertisers, website owners, and the ads shown on their site or
of course - Google. for the every thousand times a
specific ad appears on the
Adwords is a targeted ad system website. This is why AdSense is
offered by Google to advertisers. called a pay-per-click and
Advertisers submit a list of pay-per-impression program.
keywords or phrases for their
ads, which triggers them to be Keyword Targeting and
shown on a website or in Google’s Site-Targeted Advertising
search engine results pages
(SERPs). Advertisers pay Google As mentioned earlier, Adwords and
for each click the ads generate. Adsense are two sides of the same
coin. For both programs to work
Adsense, on the other hand, is an they need the other. Adsense
ad serving program that allows affiliates need the data provided
website owners to unobtrusively by Adwords advertisers to be able
display relevant text, image and, to display relevant ads in their
more recently, video websites. But how does Google
advertisements on their sites. It know which ads are relevant? How
is also a way for website owners does Google match the ads to the
to add Google search in their websites?
websites and to earn money by
In their Adsense FAQ, Google course Google will not tell.
answered the question. According
to Google they use Google search Site-targeted Advertising
and page-ranking technologies to
deliver the ads to the websites. Site-targeted advertising is an
Google matches advertisers and option Google offers to its
websites using two different advertisers. In site-targeted
techniques – keyword targeting advertising advertisers are
and site-targeted advertising. allowed to pick the sites that
The choice as to which technique they want their ads to appear in.
will be used in the matching This site-targeted advertising
process is up to the advertiser. option is beneficial for
advertisers who know their target
Keyword Targeting audience and the sites they
regularly visit. This option does
Keyword targeting uses keywords not use the complicated algorithm
or key phrases to match the ads used in keyword matching. Instead
to websites. Google compares the it simply matches the ads to the
keywords to the content in a websites as requested by the
website and decides whether the advertisers in a straightforward
ads will be relevant the site’s manner. This option is just as
visitors. However, Google matches effective as the keyword matching
the ads to the websites not only option if the advertiser was able
using the simple keyword matching to choose the best sites for them
described above but also using a to appear. Best being sites whose
complicated algorithm that majority of visitors belongs to
factors in keyword analysis, word the advertisers’ target audience.
frequency, font size, and the
overall link structure of the The Need for More Websites as
web. What that algorithm is, of Advertising Hosts
increasingly hard to find.
Adsense and other targeted Because of this, Google came up
advertising systems have proven with a new method that will aid
to be very effective and are so in the discovery of such sites.
popular nowadays that there is a The new method will then be used
need for more available by Google to help them present
advertising spots in websites new quality sites to their Adword
accommodate the number of Adwords advertisers who want the option
advertisers. There are many of site-targeted advertising.
websites out there willing to
profit from ads but since Google Google’s New Method
is after quality and relevance,
not just any site will. There is Last May 4, 2006 a new patent
a need for good web pages to filed by Google entitled
serve as advertising host. A good Determining prospective
web page means that the web page advertising hosts using data such
has rich content and also has a as crawled documents and document
lot of traffic or visitors. Even access statistics (US Patent
if a website has good content but Application 20060095322) was
generates little traffic it would published. The patent listed
not be a good advertising host Timothy Matthew Dierks as
since the ads will be seen only inventor. The patent describes
by a few. A website with lots of the new method that Google will
traffic but crappy or use, or most probably is using
questionable content is also not already, to help discover new
to Google’s taste since they have websites and web pages that can
standards to maintain to ensure serve as advertising hosts for
quality. Quality websites like their Adwords ads. The method
that which is still not Adsense will be used for three basic
affiliates are getting purposes as summarized by William
Slawski on his article Google on
Improving Adsense/Adwords. The 1. Features of the web page
three basic uses are: 2. Content on the web page
3. Information about the web page
1. Accepting websites as (i.e. host)
advertising sites/hosts 4. Importance or quality of a web
2. Scoring the web pages in terms page
of expected page views and ad 5. Characteristics of the web
revenue per page view pages’ visitors
3. Sorting the documents based on 6. Absolute position of the ad in
their scores the web page and its position
relative to the other ads on the
After sorting the documents based page
on their scores the viable web 7. Absolute size of the ad and
pages will then be presented to its size relative to the other
advertisers for their ads
consideration. Websites and/or 8. The ad’s color
pages chosen by the advertisers 9. The number of other ads that
will then be used as their ads will be running on the page
host. 10. The types of other ads that
will run on the page
Some of the information that will 11. Time of the day, week, and
be presented by Google about the year the ad will be served…and
web pages to help advertisers more.
make their choice are:
About the Author:
http://www.theinternetone.net
Read more articles by: Danny Wirken
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