Forum Moderators: martinibuster
Do you think that Adsense will keep accept publishers?
Regards.
They'll probably raise their admission and retention standards, however, once they feel comfortable with their market share.
Afterall, G's competitors, who have set high traffic requirements for their program, are touting the quality of their publisher network. This aspect is one of the weaknesses of the Adsense program, and I believe G will slowly rectify this situation. Keeping both the publishers and advertisers happy is a tough balancing act.
Afterall, G's competitors, who have set high traffic requirements for their program, are touting the quality of their publisher network. This aspect is one of the weaknesses of the Adsense program, and I believe G will slowly rectify this situation. Keeping both the publishers and advertisers happy is a tough balancing act.
One problem that Google faces is how to be selective with such a huge, inclusive ad network. The costs of having employees review every new publisher and monitor what existing publishers are doing must be enormous.
One thing that Google might try, and which would be in line with its fondness for automatic solutions, would be to use conversion rates as the basis for publisher retention. That way, even if sites varied enormously in perceived quality, Google could tell advertisers: "Don't worry--conversion rates are what count, and we remove publishers who don't deliver for advertisers." Such culling of low-performing publishers would simply be an incremental step beyond the "smart pricing" that was introduced in April, 2004.
The question is, would advertisers buy the argument that conversion rate is all that matters? I think that's unlikely, at least among the mainstream corporate advertisers and ad agencies that are used to having control over where their ads run. For example, a vendor of upscale tours to Thailand might not want its ads running in the "sex tourism" section of a travel guide to Bangkok. And a liquor merchant that deals in exclusive brands of single-malt Scotch might not be pleased to get any clicks from (or even to have its ads displayed on) a Spring Break site called vomit-like-a-comet.com.
Also demand for regular SERP is growing so we get spillover effect.
Read: "HIGH DEMAND FOR SEARCH ADVERTISING OUTPACES SUPPLY,
UNDERSCORING NEED FOR INNOVATION BY SEARCH ENGINES, ACCORDING
TO NIELSEN//NETRATINGS" by Nielsen.
You will need Adobe Acrobat to read it.
...vomit-like-a-comet.com
Easy there! I think I own that domain
Putting volume requirements would leave out niches that frankly provide much better {read much much much better} targeting than any "all inclusive portal" can provide.
Absolutely. Displaying contextual ads on a portal is like running ads for mail-order camera vendors in PEOPLE instead of in POPULAR PHOTOGRAPHY, or trying to sell marine diesel engines in BUSINESS WEEK instead of in WORKBOAT. Portals have their place, but for products and services that appeal to specialized audiences, high-quality leads are more likely to come from special-interest media. I'm sure that's one of the reasons why Google didn't limit AdSense to its "Premium Partners."
To use another example, if you were selling welding gear, would you expect to harvest more leads on a welding page at How Things Work--a Google Premium Partner--or on a site for welders and metal fabricators?)
The question is - given the present setup, how can G achieve quality for its publishers network?
Good question. It probably isn't cost-effective to have intelligent, well-trained employees review every applicant carefully or to monitor every publisher's new sites. That approach might work if AdSense had traffic minimums, but (as loanuniverse pointed out) such minimums could exclude potentially valuable niche sites.
Conversion data could be used to assure performance quality, but--as I mentioned earlier--that probably wouldn't be enough to satisfy mainstream advertisers and ad agencies (especially the latter, who have to answer to their clients if a dental supply company's ads for nitrous oxide show up on hectors-head-shop.com).
Greater advertiser controls would go a long way toward providing badly needed reassurance.
Another solution might be an "AdSense Select" network of hand-vetted sites. (Google could even charge a review fee for publishers who wanted to be considered for AdSense Select.) Advertisers could then restrict their content buys to AdSense Select sites (and pay a surcharge for the privilege) or stick with the current potluck approach, depending on their preferences and the results of their ad testing.
The reason is because of parked domains. While I am sure there are some, it is hard to imagine many publisher sites worse than the parked domains Google operates themselves. Until advertisers can make different bids why should Google care about medium quality sites.
A nice extra revenue stream, publishers would of course have to pay a fee, and lets face it if your earning good money whats a couple $$$ a year or even a month. This would of course have the added benefit of providing that warm feeling to publishers that we so crave!
G then has the opportunity to offer advertisers, another level of advertising, with of course higher prices.
Context is the key so when G can say to an advertiser that their ads will definately appear on approved sites that offer a better than standard contextual match, the advertisers are happy.
As a function of conversions I wonder if G couldn't track the search term a visitor used that led them to the publishers site. In turn matching that to the keyword/phrase that an advertiser was using. If that visitor subsequently clicked a matching ad, I think this would be quite a good indication to G that the publisher was doing the right thing.
This will be good for most players. It will eliminate many of the bad sites that drag down Google's reputation, and especially AdSense's reputation. It will increase advertiser confidence, and it will cut down on the amount of plagurism running wild in websites about high cost per click keywords.
Yes, I think eventually publishers will have to pay an up-front fee to get into the program, and maybe a recurring fee.
Interesting. I'm not familiar with any advertising networks that have such fees and affiliate programs with such fees are few and far between. Can you elaborate on why you think Google will go this route with AdSense?
Lots of intersting quality sites will never reach 20 million pageviews per month however provide exellent opportunities for advertisers, unfortunately those are right now in the same pot then parked domains and trash sites, i believe Google should eventually differentiate between those, to the benefit of advertisers and publishers.
cheers
viggen
