Internet Marketing and Adsense Through Google’s Goggles
How to be a Google guy in a Google world, and avoid being barred by Google.
Importance of Internet Marketing
Internet Marketing or Webvertising has become an indispensable tool to drive traffic to a company’s website and increase product awareness. The internet allows businesses to reach their target market with pinpoint accuracy, instead of running huge un-targeted campaigns. As more and more consumers look to the internet for products and services, many business owners and enterprises realize that an online presence is a low-priced way to display advertisements and drive targeted traffic to their websites to sustain and grow their business.
Internet advertising is fast gaining currency, as it is easy to start and easy to trace, measure, test and modify. Geolocation software detects the location of a viewer, and deliver different content to that visitor based on his or her location, or display ads that’s more relevant and useful to the viewer.
Webmaster tools can indicate viewer interests and locale-specific preferences, etc. They help to tailor the ads display in real time for maximum returns, taking various factors into account.
How A Content Publisher Can Earn Through Google Adsense
Just like a good television program grips viewers attention and makes sure the commercials get sufficient eye balls, a good website engages visitors to stay long enough to make purchasing actions. Good content can go even farther. A good content writer, who intends to make money, can use Google adsense, and when people search on Google using one of your keywords, your content, with relevant ads, may appear next to the search results. Now you’re advertising to an audience that’s already interested in the topic you have written on. These people can be gently nudged into customers and then into repeat buyers. If they see value in your writing, they may register their e-mail, so that the content can even be delivered to them via email. Such repeated and regular exposure builds relationship and improves business opportunities.
Threat of Fraudulent Clicking
A couple of decades back, print and broadcast medium earned their revenue through advertisements. A major share of the advertisements have now been grabbed by Internet search engines.
Like magazines and newspapers, Web sites are most often ranked based on how many people visit them and how long they are there. Just like traditional print media often exaggerates how many copies they sell, websites too exaggerate/ inflate numbers of visitors to their site.
Advertisers who use internet advertising and pay for each click of the product are always concerned whether clicks/number of views are a reliable measure of consumer interest.
Most scholars who study online advertising estimate that 10% to 15% of ad clicks are fake, representing roughly $1 billion in annual billings. But the Internet advertising gold is threatened by Click fraud.
Google, Yahoo and similar search engines found some domain owners employed illegal means for the ads to be clicked on, triggering huge bills to advertisers. This is especially so with parked domains. Parked domains are registered domains but without any content: generally, there is a single-page with messages such as “Under Construction”. Domain name registrars and Internet advertising publishers use these dummy domains to serve advertisements on parking pages and they earn money if these links are clicked and visited.
To protect the interests of the advertisers, Google decided to retire the Hosted domains product within AdSense
Apart from Google’s Pay Per Click ads, there are ads priced according to “impressions,” or how many people view them. To cater to the needs of greedy site owners who wish to present blown-up figures of visits and clicks, a number of sites variedly referred to as paid-to-read, paid-to-surf, GPT(get-paid-to) have sprung up. Nomenclature and functioning of these sites overlap; so please do not go by the labels. Paid-to Read or PTR sites are often click-fraud rings.
A pay-to-surf company provides a pop-up window or “viewbar” on a member’s computer that tracks websites the user visits. Advertisers pay the pay-to-surf company a small amount (typically US$0.50) for every hour of a member’s surfing. Advertisers’ banner ads are then displayed while the member browses the web. Members are typically restricted to surf for not more than 20 hours per month. But they are paid for each referral they bring.
Rightly, Google and other search engines do not like incentive traffic because they do not reflect the quality of the content in attracting readers (potential buyers).
Worse still, there are utilities which allow users to simulate surfing activity. Mechanical mouse-moving devices, for example “JiggyMouse”, allow users to get paid simply for leaving their machines on. To fight fraud, Pay-to-surf companies build fraud-prevention software, but the fraud program developers outwit them easily.
Scores of automated clicking programs, known as clickbots, are available to be downloaded from the Internet and claim to provide protection against detection. They disguise a PC’s unique numerical identification, or IP address, and can space clicks minutes apart to make them less conspicuous.
The first and most well-known pay-to-surf company was AllAdvantage. It launched in March 1999 and grew to 13 million members, but had to be closed down after 18 months, due to fraudulent activities of its members.
Google and other search engines must fight fraudulent clicks to gain the advertisers’ confidence. For this, they use sophisticated algorithms and intelligence from advertisers to identify the vast majority of fake clicks by correlating users’ geographical location, the average time spent on the site, and whether or not these clickers became customers ultimately. To protect the interests of advertisers further, the search engine companies allow advertisers to identify sites on which they don’t want their ads to run.