High quality content on your Website can attract
visitors as well as provide an opportunity for you to generate
advertising revenue.
Content - in the form of well written articles
and other useful information - increases your site's value to
visitors. Participating in Google's AdSense program on those same
pages can give your own profits a "shot in the arm".
For your site to be a good match for AdSense,
you should have a significant amount of quality content on the
site. Publishing articles of interest to your audience is a smart
way to do this.
Generally, you have three options for generating
quality articles for your site: (a) Write them yourself, (b) hire
a writer/reporter, or (c) find content elsewhere.
Many site owners do not have the time to write
good, relevant articles themselves and do not have the money to
hire a writer. These folks turn to content articles.
Content Articles
Several Websites (such as SoaringProfits.com and
Marketing-Seek.com) and groups (such as Article Announce Business
on Yahoo! Groups) provide content in the form of articles similar
to this one. Individual authors will often supply articles as
well.
Publishers are allowed to use an article - no
payment required - provided they follow a few rules. Generally,
the rules are similar to these:
The About the Author or resource box must be published
as part of the article. The resource box is "payment"
for letting a publisher use the article. It is here the author
has free rein to advertise or promote products and services. The
resource box is generally 4 -10 lines long.
The article should be published as-is, with change
requests made to the author.
No spamming allowed. If the article is sent to
a list, the list must be voluntary - without automatic email additions.
No use on offensive sites or in inappropriate
newsletters. Guidelines generally list the usual culprits - porn,
violence, etc.
Each site, group, and individual has slightly
different publication guidelines so be sure to read them before
using an article.
Advertising Revenue
Over the past few years, advertisers see less
response from banner ads and other online advertisements, making
them more reluctant to pay based on CPM (cost per thousand impressions).
This reluctance is reflected in the percentage
of total online advertising spent on pay for performance programs.
Pay for performance deals have grown from 4% of advertising revenue
in 1998 to 21% in 2002 (Note 1).
Pay-per-click programs have largely contributed
to the surge in performance deals. Keyword Search has jumped from
6% of total online ad revenues in fourth quarter 2001 to 21% during
fourth quarter 2002 (Note 2).
Under the pay-per-click model, advertisers pay
only when someone actually clicks on an ad. Two of the most popular
pay-per-click programs are Google AdWords and Overture. Both place
advertisements on their own sites as well as with search results
of a few large search engines and directories. Largely, individual
site owners could not generate advertising revenue through these
programs.
Until now.
Generating Advertising Revenue with Google AdSense
Google's AdSense opens the door for Publishers
to generate advertising revenue through AdWords. Publishers put
a snippet of javascript code on their pages through which Google
serves highly relevant AdWord advertisements.
Google pays the publisher part of the revenue
earned when someone clicks on an ad. The formula used to figure
AdSense payments is not disclosed, as explained in the Google
AdSense FAQ: "Although we don't disclose the exact revenue
share, our goal is to enable publishers to make as much or more
than they could with other advertising networks." (Note 3)
I have been an AdSense member for just over a
week. I am not allowed to disclose payment figures. I can say
initial results - both click rates and payments - significantly
exceed my expectations. For examples of how I set up articles
with AdSense on WebSiteMarketingPlan.com, have a look at some
of the articles on the guest author page here: http://www.websitemarketingplan.com/Arts/GuestArticles.htm
To be considered as a publisher in the AdSense
program, you must submit an application. Once your site is reviewed,
Google will accept or reject your site. Acceptance is not automatic.
Before you apply, check your site against the guidelines explained
in the program's terms and in the FAQ.
Combining Content Articles with AdSense: A "Four Way"
Win
Once you are accepted into AdSense - or in preparation
for applying to the program if you do not currently have enough
content - correctly setting up pages with articles (Note 4) can
create a "win" for all involved.
Your visitors win because they find more of interest
on your site. AdWords advertisers win because their ads are seen
in more places. The article's author wins through added exposure.
Most importantly, you win by combining articles
and Google AdSense on your site. Participate in the programs responsibly
and you're likely to experience increased, interested traffic
as well as higher advertising revenues.
About the Author
Bobette Kyle has more than a decade of experience
in Corporate Marketing; Brand and Product Marketing; Field Marketing
and Sales; and Management.
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