Once you’ve done all this, you’ll be ready to start using — and profiting from — AdSense. I’m going to talk you right through the process of signing up to AdSense from reaching Google to being ready to place your first ad.
If you’ ve been putting off signing up until you get time to figure out how to do it, you’ve just run out of excuses!
What Is AdSense?
Before signing up to AdSense, it’s important to understand what you’re signin g up to. Many of the principles and strategies th at I describe in this book make the most of th e way that AdSense works. If you can understand where AdSense are getting their ads, how they assign those ads to Web pages and how they fix the prices for clicks on those ads or for ad appearances on those pages, you’ll be in a great position to manipulate AdSense in a way that gives you maximum revenues.
Unfortunately, I can’t really do that.
Much of the way that Google runs the AdSense program is kept under wraps.
I know a few things — and enough to do a great deal with our AdSense ads. But I don’t know it all. N o one outside Google does. And for good reason. If it was clear how Google figured out the content of each website and which ads suit that site best, there’s a good chance that the Web would be fi lled with sites created specially to bring in the h igh est paying ads instead of sites built to bring in and inform users.
People do try to build sites for ads not content, but they tend to make less money than high quality sites that attract loyal users who click on ads.
The fact is, w e can make the most of both AdSense and our own ad space without knowing the algorithms that Google uses to assign ads and pay sites.
That’s because AdSense is pretty simple. At the most basic level, AdSense is a service run by Google that places ads on websites. When you sign up to AdSense, you agree to take the ads that Google gives you and recei ve a fee each time a user clicks on that ad (or for each thousand ad appearances the ad receives on your site, depending on the type of ad).
The ads themselves come from another Google servi ce: AdWords.
If you want to understand AdSense, you will need to understand AdWords.
Adverti sers submit their ads to Google using the AdWords program. They write a headline and a short piece of text — and here’s where it gets interesting — they choose how much they want to pay.
Adverti sers decide on the size of their advertising budgets and the amount they’re prepared to pay for each click they receive. Google then decides where to put those ads.
The company’s owner might then say that he’s prepared to pay $1000 a month for his adverti sing budget but not more than $1 for a click. He can be certain now of getting at least a thousand leads a month.
But that’s where his control over the ad ends. Google will figure out which sites suit an ad like that an d put them where it sees fit, charging the advertiser up to a dollar a click until the advertiser’s budget runs out. (Of that dollar, how much the publisher receives is a Google secret. The New York Times has reported Google pays publishers 78.5 percent of the advertising price per click. The figure hasn’ t been confirmed but it is around what most peopl e in the industry expect that Google pays.)
That makes AdWords different to more traditional form of advertising. In the print world, an advertiser chooses where it wants to place its ads and decides if the price is worth paying.
The newspaper too decides how much it wants advertisers to pay to appear on its pages. Any advertiser that meets that price gets the slot and the publisher always knows how much his space is worth.
Neither of those things is true online.
When an advertiser signs up to AdWords, he has no idea where his ads are going to turn up. When you sign up to AdSe nse, you’ve got no idea how much you’re going to be paid for the ad space on your page.
You leave it to Google to decide whether to give you ads which could pay just a few cents per click or ads which could pay a few dollars per click.
Google says that it always assigns ads in such a way that publishers receive maximum revenues, and that adv ertisers get the best value for the ir money .
So if you have a site that talks about interior design and which mentions “homemade furn ishings” a great deal, Google will assume that your readers will be interested in the sample ad above. But that won’t be the only ad that could appear on you r page. There could be dozens of others. Google will give you the ads that it thinks wi ll give you the highest revenues.
That might not be the ad with the highest possible click price though. If a low er paying ad gives you more clicks and high er overall revenues, you should find yourself receiving that ad instead. In theory then, you could just leave it to Google to decide which ads to give you and at which price.
In my experience though, that just cuts you out of a giant opportun ity. You can influence the choice of ads that you get on your page, both in terms of content and in terms of price. You can certainly influence the number of clicks you receive on those ads. Google leaves that entirely up to you — and it’s a crucial part of the difference between earni ngs that pay for candy bars and earnings that pay for cars.
In short then, while signing up for AdSense can be both the beginning and the end of turning your site into income, if you’re serious about making serious money with your site, it needs to be the beginning. You’ll w ant to make sure you’re not getting low-paying ads, and you’ll want to make sure that you’re getting the clicks that turn those ads in to cash.
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