Tuesday, December 23, 2008
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Sunday, December 21, 2008
Thursday, December 11, 2008
Call me cynical, but the latest word from media darling Google failed to wow me. Maybe I've been in this business too long, but the idea struck me as so... 1999. Like many of the concepts concocted in the heady days of Internet advertising, AdSense seems deeply flawed. Advertisers should approach with caution.
The idea: Allow small-time publishers to monetize their page views by displaying text links from Google's AdWords program. Advertisers pay only when someone clicks on the ads, which are targeted based on Google's crawl of the pages ads are displayed on.
If things work as Google predicts, the program will help keep smaller publishers afloat by helping them make money from inventory that would otherwise have been wasted.
Here's how Sergey Brin, cofounder and president of technology at Google, described AdSense: "By providing Web site publishers with an effective way to monetize content pages on their sites, Google AdSense strengthens the long-term business viability of content creation on the Web."
A noble aim, and one I wholeheartedly support. Vive la Internet diversity! There's a lot of excellent content out there people produce for free. Blogs are a notable example. I'm not sure, however, AdSense will really work for advertisers. (One clue advertisers aren't top of mind with Google is the press release announcing the move made not one mention of benefits to advertisers.)
The strategy takes me way back to the days of Flycast, which served ads on small to medium-sized Web sites based on behavioral profiles and offered a product in the cost-per-click space. Flycast, as you may know, was eventually purchased by then-high-flying CMGI in a deal valued at $690 million. It later merged into Engage, which this week filed for Chapter 11 bankruptcy.
What Google's proposing is basically an ad network for text links, a model the most successful companies in the space (read: DoubleClick) abandoned as unworkable.
Consistent with the thinking process prevalent in the Flycast era, the benefit of Google's proposition appears to be volume. "Gain more ad exposure on even more Web sites," read Google's pitch in the newsletter it sent to AdWords advertisers. The company does claim to hold participating sites to "rigorous standards," but it has already been willing to display AdWords ads on fairly untargeted blogs on its recently acquired BlogSpot site. How much can advertisers (and, by extension, publishers, who get paid a percentage of each click fee) expect to gain from this type of volume?
Don't get me wrong. I know there's a shortage of inventory in the red-hot search space. This is obviously Google's attempt to do something about the problem. (We'll likely see Overture's approach in a couple of weeks.) But is contextual advertising really related to search? After all, Internet users coming across those ads likely aren't in "search mode," meaning ads would have to be spectacularly relevant to push them into product-seeking behavior -- much less into buying behavior.
No doubt Google would pooh-pooh my concerns with reassurances about its incredible technology. It can parse page content and deliver targeted ads. It will ensure "ads will continue to appear only in relevant places that make sense to Web users." It can slice, dice, and leap tall buildings in a single bound. Google search is a wonderful thing, folks. But Google isn't infallible.
The reassuring thing is it's possible to opt out of the AdWords contextual program. So far, in my own super-small-scale keyword-buying experiments, my ads generated only 13 impressions (and zero clicks) on content pages. Surely that will change as publishers begin to sign up for the AdSense program. For now, I'm just waiting and watching. People in the search space I've spoken with seem to agree with that approach.
Did-it.com CEO and fellow ClickZ columnist Kevin Lee says, "Advertisers need to be more and more vigilant in measurement of campaign effectiveness." He suggests more will opt out of contextual as it becomes a bigger part of total inventory.
Frederick Marckini, founder and CEO of iProspect, says the jury's still out. "When you remove the key-critical behavior of search, you have moved from pull to push marketing, and everyone knows which of these is most powerful: pull," he observes. "We are testing, measuring, and tracking through to conversion."
Thankfully, technology does come to the rescue in a critical way: It enables advertisers to determine effectiveness and to react accordingly.
I'd love to see smaller publishers get paid for the great work they do. But the only way the plan will work is if it really performs for advertisers. We've learned a lot since 1999. There's a lot less venture capital to burn through. I'm optimistic we'll soon find out if AdSense really does make sense.
th source : http://www.clickz.com/2224941
If you are interested in using Google Adsense to advertise then you need to make sure you are aware of their policies. This will make the process smoother for you and eliminate any misunderstandings down the road. This can be a great money maker or advertising tool, but only when it is used correctly.
There is no long term contract with Google Adsense. You can choose to leave the program at any time. You will need to provide written notice by mail or email to Google. All ads will be removed from your website within ten days. They also have the right to discontinue your business from the program at any time for not following their policies. You do have the right to file an appeal if your account is canceled. This gives you the opportunity to discuss the situation with a Google Adsense representative.
You must be approved by Google Adsense before you are allowed to be a part of the program either as a host site for advertisements or to post your ads. The owner of the website must be at least 18 years of age. The approval process involves an application that you complete with information on your website including keywords. You will have a response to your application within two days. Make sure it is completed entirely or your application will be denied.
All communications must take place with Google. This means if you have concerns or issues about an advertisement your business has on a website or about an ad you are hosting on your website everything goes through Google. The two businesses are not to discuss the issue between each other. Google does not guarantee a set amount of clicks or earnings for a host website. It also doesn’t guarantee any increase in traffic or sales for a business.
Google Adsense has the right to use the name of businesses participating in the program for presentations, marketing, and financial reports. Users of Google Adsense are required to pay for the amount of pay per clicks their ads received as outlined. Adsense accounts are non-transferable under any circumstances. They can’t be resold to another provider. A maximum of three ads per webpage can be displayed. Advertisements can’t be placed on webpages that don’t contain content for your website. A webpage can’t be used for the sole purpose of displaying ads to make money.
Click fraud is not acceptable at all by Google Adsense. It damages the reputation of the program and costs the advertisers a great deal of money. Any website hosting advertisements that is believed to be involved in Click Fraud will be banned from using the program. If you chose to use Google Adsense to advertise your business, protect it from Click fraud by purchasing Click Fraud software.
Google Adsense is a great opportunity for businesses to advertise their products and services on various websites and pay only for the number of consumers who click on the link to go to that businesses website. It is also a great way for a business to make money by hosting advertisements for other businesses. Understanding the policies of Google Adsense will help you determine if the program is right for you. It also helps the program work properly for all those involved in it.
Terry Detty, 42 years old, finds internet marketing his passion. In addition to marketing he enjoys reading, and occasionally goes out for a short walk.
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