8
Google Adsense
8 December 2008
by
admin
Filed under
Google
With revenues predicted to fall in the next two years, it seems Google are looking for new ways to help buttress the decline in advertiser spend. One measure that Google took was to reintroduce gambling advertising estimated to net the Mountain View company £100 million in the UK, according to search agency Greenlight. Inflating CPC’s is counter intuitive as it would disuade advertisers even more than the current economic slow down is doing so.
So instead Google is looking to monetise better the users it already has acquired. Adsense makes up approximately one third of Google’s revenue and is an important part of the companies online reach. The way that conventional adsense ads work is that relevant ads are matched to relevant content on publisher websites. If a user clicks on the ads, the revenue is shared between the publisher and Google.
Some ads are more lucrative to publishers than others, for example the revenue for the publisher from financial related a ad is much greater than for example an ad relating to a watch. Google will be well accustomed to which keywords generate the most revenue and as such have devised a new way to monetise adsense ads. A search based click is more expensive than an adsense click as it is much more targeted as it originates from a search query rather than related content. To capitlise on this Google are now displaying adsense ad’s that have a search box (see graphic left). When the box is queried the user lands on the Google SERP’s where the higher priced ads are.
What does this all mean? Well it is unclear how much (a) the publisher will get for this click (although the exact % publishers get has never been disclosed) Also whether the advertisers who are using the SERP’s will get lower CPC’s and / or conversions because the user has come through a publisher site. Certainly it doesn’t seem as though you can seperate your campaign from this kind of traffic in the same way you can from the Google and Google Content network. In a way this is Google slipping in content clicks to Google search?
