Google AdSense
| Google AdSense | |
|---|---|
|
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| google.de/adsense | |
| description | Online Advertising |
| Registration | Google account |
| owner | Google LLC |
| Published | June 18, 2003 |
Google AdSense is an online service from the US company Google LLC that displays advertisements on websites outside of the company's own offers. The core of the advertising service is an algorithm that takes the content of the target website into account when selecting the advertising. The service started on June 18, 2003 and ten years later it had two million publishers . In 2012 alone, more than 7 billion dollars (equivalent to 5.4 billion euros) were distributed to AdSense participants worldwide.
history
In August 2009, the provider Google opened up to external offers, initially only in the United States. Only since spring 2010 has it been possible to add several websites as a so-called "network" in other countries , whose advertising space can be sold centrally. Interested parties have to meet a minimum of security, content quality and speed. The step was related to the introduction of the so-called Ad Exchange: a platform on which advertising space is allocated in an auction. Both innovations became part of Google Ads after DoubleClick was taken over by Google .
Also in 2010, AdSense was the subject of a controversy between the IT companies Google and Apple . After a software update, reports increased that ads from the AdSense network were no longer displayed in Safari on Mac OS X Snow Leopard , while they were still visible in other browsers such as Firefox or Chrome on the same computers . The cause of the problem could not be finally clarified, but displays on affected systems were later displayed again without errors.
functionality
Google AdSense selects ads based on the content of the website they are to be displayed on. For this purpose, a web crawler examines the corresponding offer, as is the case when a website is indexed for the Google search engine . For example, a website about photography is likely to display ads related to this topic. In addition to the context of content, AdSense also supports interest-based targeting based on the individual profile of a visitor to the website or the ad. Since 2010, Google has been supporting so-called retargeting or remarketing as an alternative to content-related ads.
If several advertisements come into question for an advertising window at the same time, an automated auction evaluated in real time will decide which advertisement will be preferred. To do this, advertisers must first specify in their Google Ads dashboard the maximum amount of money they want to pay per click (“cost per click”, “CPC”) on their ad (see pay-per-click system ); no fee is due for the pure impression (i.e. the mere placement of the advertisement). Advertisers (Google Ads customers) can also set a maximum budget for a certain period of time. ( Example: With a maximum budget of € 8 per day and a cost of € 2 per click, the ad will be placed a maximum of as many times a day until it has been clicked four times - provided there are enough suitable advertising windows.) The bids can be viewed from the Google Ads customers e.g. B. be defined depending on the keyword . Google Ads gives the customer feedback as soon as the bid is submitted as to whether their bid will be sufficient in the long term to keep up with the competition. ( Example: A provider of energy certificates will find that a placement in connection with a general, frequently searched keyword such as "energy certificate" tends to be more in demand (and therefore more expensive in the auction) than a placement under the less-reaching keyword “ Energetic renovation ”.) The system automatically calculates the highest bid from all bids from the advertisers who are eligible for the respective advertising window. The ad with the highest sales per click is displayed, which should also guarantee the AdSense partner the highest possible income for the respective window in the event that the user interacts with the displayed advertisement ("click"). The prerequisite is that the partner does not intervene in the ad selection algorithm by blocking individual advertisers; in this case, sales can deteriorate accordingly because the partner artificially reduces competition for its advertising windows.
integration
Technically, ads are integrated into a website using JavaScript . Google gives the AdSense partner an individual code that must be included in the header of the offer - the scripts themselves remain on Google's servers . Advertisements can be designed both in their format and the presentation using so-called templates . As a rule, they are primarily used to adapt the color of the advertisements to the appearance of a website. Colors and other parameters can be changed both via the AdSense control center and the Google AdSense API. Since August 2013, Google has supported the use of ads, the presentation of which changes automatically depending on the device used. This means that several sizes can be defined for displays in order to achieve an optimal display, for example on smartphones and tablet computers .
Guidelines
For a website to be included in Google AdSense, it must accept the program's guidelines. These include, for example, the ban on specifically asking visitors to click on certain ads in order to artificially generate higher income. In addition, the integration of AdSense is prohibited on sites that offer certain content that is, for example, of a pornographic nature or is related to the sale of alcoholic beverages. The placement of AdSense in internet forums is permitted as long as the advertisements cannot be confused with regular posts. In total, no more than three ad and three link blocks may be incorporated on a website.
According to its own information, Google checks compliance with the guidelines both automatically and through personal access. In the event of a breach, the AdSense account can be blocked in whole or in part; reactivation is only possible after the problems have been resolved in the form of a renewed application for admission to AdSense.
pay
Google wins the advertisers through Google Ads. Of the income that an advertiser pays for an ad, only part is paid out to the operator of the website on which AdSense was integrated. The difference is retained by Google as a commission for arranging the advertisement and operating the network. The income from a display or a click via AdSense is difficult to estimate due to the auction of ads in Google Ads, which is why the entire model was repeatedly rated as non-transparent. It was not until May 2010 that Google published official information that 51 percent of sales for advertising in search results and 68 percent of sales for other ads that are delivered via the advertising platform are distributed to the AdSense partners.
criticism
In 2006 in particular, AdSense participants complained that they were falsely accused of abuse and that their partnership was terminated as a result. This can happen when a third website automatically "steals" (that is, copied) the content of another page, including AdSense advertising, and clicks are generated automatically . To this end, Google recently introduced an approved website on which you can explicitly enter your pages. The lack of transparency in the reasons for the termination is also criticized. Google reserves the right not to pass on details of individual cases. The refusal to pay out income that the participant in the AdSense program has earned up to the termination is also criticized in the course of this.
Experts are fundamentally critical of AdSense, as advertisements from direct competitors might be displayed via the network. Overall, Google AdSense is characterized by constant mistrust from all parties, i.e. advertisers, advertisers and Google, and is therefore not suitable for the sustainable financing of a website. Under certain circumstances, the integration of Google AdSense into a website also harbors problems with regard to data protection , especially if an AdSense script is integrated on servers in the United States from a German or European website . The problem is comparable to Google Analytics .
literature
- Jerri L. Ledford, Meinhard Schmidt: AdSense for dummies . Google yourself rich. Wiley-VCH, Weinheim 2009, ISBN 978-3-527-70535-1 .
Web links
- Official website of Google AdSense
- Inside AdSense (official Google Blog)
Individual evidence
- ^ Susan Wojcicki: AdSense: Celebrating 10 years of shared success. In: official Google blog. June 18, 2013, accessed March 25, 2017 .
- ↑ Falk Hedemann: Google Adsense opening: Certified advertising networks are now open to all Adsense customers. (No longer available online.) In: t3n magazine. March 17, 2010, archived from the original on July 24, 2013 ; Retrieved August 25, 2013 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- ↑ Falk Hedemann: Online advertising: Google Ad Exchange is coming - the AdSense for banner advertising? (No longer available online.) In: t3n magazine. September 15, 2009, archived from the original on September 27, 2013 ; Retrieved August 25, 2013 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- ↑ Sebastian Bertram: Google Adsense ads blocked after Safari update? (No longer available online.) In: t3n magazine. November 23, 2010, archived from the original on September 27, 2013 ; Retrieved August 25, 2013 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- ↑ Aitan Weinberg: Now available: Reach the right audience through remarketing. In: Inside AdWords. Google , March 25, 2010, accessed March 25, 2017 .
- ↑ Google Ads: Advertise on Google. Google , accessed September 4, 2018 .
- ↑ Template Ads. In: AdWords API. Google, accessed September 23, 2013 .
- ↑ Lars Budde: Beta test: Google launches reponsive AdSense ads. (No longer available online.) In: t3n magazine. August 5, 2013, archived from the original on September 27, 2013 ; Retrieved September 23, 2013 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- ↑ AdSense Program Policies. In: AdSense Help. Google, accessed September 23, 2013 .
- ↑ Neal Mohan: The AdSense Revenue Sharing. In: Inside AdSense Blog. Google , May 24, 2010, accessed March 25, 2017 .
- ^ The nonsense about AdSense. In: The Times. April 7, 2006, accessed September 23, 2013 .
- ^ Karl-Heinz Wenzlaff: Stay away from Google Adsense! In: Blog Trainer. April 23, 2009. Retrieved March 25, 2017 .
- ↑ Sören Siebert: Data Protection: Legal Risks When Using Google Analytics and GoogleAdSense? In: eRecht24. Retrieved March 25, 2017 .
