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All you always wanted to know about Google Advertising Programs... How Google makes money? How Google Adwords works? How Google Adsense works?
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Leslie Petrequin www.leslie-petrequin.com/english-resume
How Google makes money
…and allow others to make some too
Google advertising program
First thing first:
What is Google?
is a search engine
INDEXES RANKS RESPOND… all web pages(when you do a google search you will search within the Google’s index of the web)
… them by relevance
- by using many parameters(how many times the word appears in the page, where does it appears, is there synonyms on the same page, quality website or not .. )
-by using PageRank(rates a page’s importance by looking at how many outside links point to that page)
… to users queries
each page’s overall score
When a user types the keyword
flower into Google search field
Results page
Useful and impartial search results
… obtained by using the
PageRank algorythm
Contextual ads
… paid by advertisers
How to decrypt the results?…for this query with the keyword flower
Why would you do business with Google ?
because it’s user friendly
because it’s fast
because of the quality of the resultsbecause of the continuous innovations and improvments
…and mostly because users love it !
…and if users love it and use it
that means you can reach them via Google
Million searches per day
on Googlein March 2009
And now:
Let’s talk money…
What is
Adwords ?
Advertise your business on GoogleNo matter what your budget, you can display your
ads on Google and our advertising network.
Pay only if people click your ads
advertisers
Why do they pay Google?
So that, their can reach the
people who are the most
interested in their product
And so that their ad ..
… appears at the top of the results
or on the right side of the page
The official
AdWords
presentation
How does it
work ?
IT’S A 3 PARTIES SYSTEM
the advertiser the userwants to see relevant ads
wants to present relevant ads to users so that they click on them
wants to make a good experience for both the advertisers and the users so that they come back and continue using the system
A user does a searchLet’s say for the keyword “flowers”
They eventually click on an adfor a boutique flowwr shop (for example)
The owner of the ad (the advertiser)
will pay Google everytime a
user clicks on their ad
based on how much they previsouly bidto appear on that spot
What does
this means
exactly ?
a bid ?
How does the
auction works ?
The pay-per-click principle:Advertisers only have to pay when they receive a click
Let’s take a simplified example …
4 advertisers competing for 3 spots
their max bidgiven to Google
price paidper click
… but it ’s a bit more complicated
because Google wants to guarantee high-end quality ads
a quality score
is calculatedbased on 3 components
Click-through rate (60%)each click on the ad is considered a vote of quality
Relevancy (30%)of the keyword to the ads as well as to the user’s search query Only useful ads are displayed to users
Landing page quality (10%)relevant, original content, be easily navigable with quick load times
4 advertisers max bid quality score ad rank position
highest bid eliminated
Final ad rank = max bid x quality score
Let’s go back to our example…
The advertisers cannot secure a good ranking simply by biding high, their content has to be relevant for the user
… how much do they need to actually pay?
So, what’s the
price to pay ?P1 . Q1 = b2 . Q2
P1 = b2 . Q2 / Q1
p for priceQ for Quality
b for bid
max bid quality price paid
bid for the right spots
choose relevant keywords and placements
have relevant and original content
keep your website updated
design you website carrefully: easy to navigate, …
To succeed with AdWords, you will need to …
What is
Adsense ?
Maximize revenue from your online contentGoogle AdSense is a free program that empowers
online publishers to earn revenue by displaying
relevant ads on a wide variety of online content
publishers
Why Google pays publishers ?
So that, the number of clicks on a
given ad increases and with it, the
Google’s revenue
and so that the advertiser’s ad
gets more viewers
… by being displayed on a webpage with related content
The official
Adsense
presentation
How does it
work ?
IT’S A 3 PARTIES ECOSYSTEM
the advertiser the publishersare paying Google to thrive traffic to their sites
wants to make a good experience for both the advertisers and the users so that they come back and continue using the system
are earning money by showing relevant ads to their visitors
A user visits a website Let’s say a blog about technology and innovation
They eventually click on an adthat is displayed on the blog
The owner of the ad (the advertiser) will
pay Google everytime a user clicks
on their ad
and Google will give a share the money with the
publisher
What does
this means
exactly ?
How are the
ads chosen?
advertisers
contextual targeting algorithm
Place the ads on sites with appropriate contents
AdSense is based on the PPC (per click)
and CPM (per impression) advertising
payment models.
.. and what
about the
prices ?
the publisher receives an undisclosed share of
the revenue from the ads.
How flexible is
Adsense?
AdSense™'s contextual selection and filtering criteria
the publisher's optionsThey get to filter ads
the advertiser's optionin the case of impressions-based advertising,
they can choose from a number of available
sites
Ads are placed on the website according to:
Did you know ?… there is several AdSense solutions
The 2 most known ?
Adsense for Content
Adsense for Search
Adsense for content
of the revenue that Google collects from
advertisers “AdSense for content” ads is given to
the publishers
-Maximize your website revenue
- Show your users ads they'll be
interested in
- Tap into a network of
thousands of search advertisers
-Start serving Google ads in
just minutes
AdSense allows publishers to generate revenue
from ads placed alongside web content
What’s the point?What is it ?
Adsense for search
revenue share is paid by Google to the
“AdSense for search partners” for the
search ads that appear through their
implementations
allows publishers to place a custom Google
search engine on their site and generate
revenue from ads shown next to search results
What is it ?
-- Create a search engine in
minutes.
-- Customize the appearance
of search results and ads.
-- Tune results and ads to your
site's content and audience.
-- Get more comprehensive site
search results with improved
indexing.
What’s the point?
have an attractive website, with
pertinent and original content to
keep visitors interested so they
feel the need to go further…
To succeed with AdSense, you will need to …
… and eventually find out more
by clicking on the ads
Bibliography …VIDEOSIntroduction to the Google Ad Auction, video from GoogleHow Search Ads Work, video from GoogleHow Search Works, video from GoogleGoogle: Behind the screen, by IJsbrand van VeelenKnow more about google, by itzvideo
PRESENTATIONSGoogle Facts, by Woohyun KimGoogle Brand Analysis, by Korhan BuyukdemirciEverything you always wanted to know about Google…But were afraid to ask, by FabernovelGoogle Adword Guide, by Targetseo.com
ARTICLESHow Google Adsense Works?, Google AdSense TutorialThe AdSense revenue share, by Google Adsense BlogHow Google Works, by Google AdWords and Adsense, on WikipediaGoogle Searches Per Day Reaches 293 Million in March 2009, on USA SEO ProsNielsen NetRatings Search Engine Ratings, by Danny Sullivan
Go to my full online profile:
www.leslie-petrequin.com/english-resume
Thank you for
your time !