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Google AdSense is a program run by Google that allows publishers in the Google Network of content sites to serve automatic text, image, video, or interactive media advertisements, that are targeted to site content and audience These advertisements are administered, sorted, and maintained by Google They can generate revenue on either a per-click or per-impression basis Google beta-tested a cost-per-action service, but discontinued it in October 2008 in favor of a DoubleClick offering also owned by Google In Q1 2014, Google earned US $34 billion $136 billion annualized, or 22% of total revenue, through Google AdSense AdSense is a participant in the AdChoices program, so AdSense ads typically include the triangle-shaped AdChoices icon This program also operates on HTTP cookies


  • 1 Overview
  • 2 History
  • 3 Types
    • 31 Content
    • 32 Page Level Ads
    • 33 Search
    • 34 Video
    • 35 Link units
  • 4 Discontinued types
    • 41 Mobile content
    • 42 Domains
    • 43 Feeds
  • 5 How it works
  • 6 Reception
  • 7 See also
  • 8 References
  • 9 External links


Google uses its technology to serve advertisements based on website content, the user's geographical location, and other factors Those wanting to advertise with Google's targeted advertisement system may enroll through Google AdWords AdSense has become one of the popular programs that specializes in creating and placing banner advertisements on a website or blog, because the advertisements are less intrusive and the content of the advertisements is often relevant to the website Many websites use AdSense to make revenue from their web content website, online videos, online audio content, etc, and it is the most popular advertising network AdSense has been particularly important for delivering advertising revenue to small websites that do not have the resources for developing advertising sales programs and salespeople to seek out advertisers To display contextually relevant advertisements on a website, webmasters place a brief Javascript code on the website's pages Websites that are content-rich have been very successful with this advertising program, as noted in a number of publisher case studies on the AdSense website Adsense publishers may only place up to three link units on a page, in addition to the three standard ad units, and two search boxes This restriction is not applicable for premium publishers who work directly with account managers at Google

Some webmasters put significant effort into maximizing their own AdSense income They do this in three ways:

  1. They use a wide range of traffic-generating techniques, including but not limited to online advertising
  2. They build valuable content on their websites that attracts AdSense advertisements, which pay out the most when they are clicked
  3. They use text content on their websites that encourages visitors to click on advertisements Note that Google prohibits webmasters from using phrases like "Click on my AdSense ads" to increase click rates The phrases accepted are "Sponsored Links" and "Advertisements"

The source of all AdSense income is the AdWords program, which in turn has a complex pricing model based on a Vickrey second price auction AdSense commands an advertiser to submit a sealed bid ie, a bid not observable by competitors Additionally, for any given click received, advertisers only pay one bid increment above the second-highest bid Google currently shares 68% of revenue generated by AdSense with content network partners, and 51% of revenue generated by AdSense with AdSense for Search partners On June 18, 2015, Google announced rebranding of AdSense with a new logo

AdSense rebranded logo


Google launched its AdSense program, originally named content targeting advertising in March 2003 The AdSense name was originally used by Applied Semantics, a competitive offering to AdSense The name was adopted by Google after Google acquired Applied Semantics in April 2003 Some advertisers complained that AdSense yielded worse results than AdWords, since it served ads that related contextually to the content on a web page and that content was less likely to be related to a user's commercial desires than search results For example, someone browsing a blog dedicated to flowers was less likely to be interested in ordering flowers than someone searching for terms related to flowers As a result, in 2004 Google allowed its advertisers to opt out of the AdSense network

Paul Buchheit, the founder of Gmail, had the idea to run ads within Google's e-mail service But he and others say it was Susan Wojcicki, with the backing of Sergey Brin, who organized the team that adapted that idea into an enormously successful product By early 2005 AdSense accounted for an estimated 15 percent of Google's total revenues In 2009, Google AdSense announced that it would now be offering new features, including the ability to "enable multiple networks to display ads" In February 2010, Google AdSense started using search history in contextual matching to offer more relevant ads On January 21, 2014, Google AdSense launched Direct Campaigns, a tool where publishers may directly sell ads This feature was retired on February 10, 2015



The content-based advertisements can be targeted for users with certain interest or contexts The targeting can be CPC "per click" or CPM per impression based, the only significant difference in CPC and CPM is that with CPC targeting, earnings are based on clicks while CPM earnings recently are actually based not just per views/impression but on a larger scale, per thousand impression, therefore driving it from the market, which makes CPC ads more common There are various ad sizes available for content ads The ads can be simple text, image, animated image, flash video, video, or rich media ads At most ad sizes, users can change whether to show both text and multimedia ads or just one of them As of November 2012, a grey arrow appears beneath AdSense text ads for easier identification Google made an policy update regarding the number of ads per page, the three ads per page limit has been removed

Page Level Ads

Page-level ads are a family of ad formats that offer a new and innovative way for you to monetize your content With Page-level ads, you place the same piece of ad code once on each page that you want to show the ads


AdSense for search allows publisher to display ads relating to search terms on their site and receive 51% of the revenue generated from those ads AdSense custom search ads can be displayed either alongside the results from an AdSense Custom Search Engine or alongside internal search results through the use of Custom Search Ads Custom Search Ads are only available to "white-listed" publishers Although the revenue share from AdSense for Search 51% is lower than from AdSense for Content 68% higher returns can be achieved due to the potential for higher Click Through Rates


AdSense for video allows publishers with video content eg, video hosting websites to generate revenue using ad placements from Google's extensive advertising network The publisher is able to decide what type of ads are shown with their video inventory Formats available include linear video ads pre-roll or post-roll, overlay ads that display AdSense text and display ads over the video content, and the TrueView format Publishers can also display companion ads - display ads that run alongside video content outside the player AdSense for video is for publishers running video content within a player and not for YouTube publishers

Link units

Link units are closely targeted to the interests of your users Because users directly interact with the ad unit, they may be more interested in the ads they eventually see

AdSense publishers are paid for clicks on the ads that are linked from link unit topics, not for clicks on the initial topics themselves The ads on the linked page are pay-per-click Google ads similar to those shown in regular AdSense ad units Link Units

Discontinued types

Mobile content

AdSense for mobile content allowed publishers to generate earnings from their mobile websites using targeted Google advertisements Just like AdSense for content, Google matches advertisements to the content of a website — in this case, a mobile website Instead of traditional JavaScript code, technologies such as Java and Objective-C are used As of February 2012, AdSense for Mobile Content was rolled into the core AdSense for Content offering to better reflect the lessening separation between desktop and mobile content


AdSense for domains allows advertisements to be placed on domain names that have not been developed This offers domain name owners a way to monetize make money from domain names that are otherwise dormant or not in use AdSense for domains is currently being offered to all AdSense publishers, but it wasn't always available to all On December 12, 2008, TechCrunch reported that AdSense for Domains is available for all US publishers On February 22, 2012, Google announced that it was shutting down its Hosted AdSense for Domains program


In May 2005, Google announced a limited-participation beta version of AdSense for Feeds, a version of AdSense that runs on RSS and Atom feeds that have more than 100 active subscribers According to the Official Google Blog, "advertisers have their ads placed in the most appropriate feed articles; publishers are paid for their original content; readers see relevant advertising—and in the long run, more quality feeds to choose from" AdSense for Feeds works by inserting images into a feed When the image is displayed by a RSS reader or Web browser, Google writes the advertising content into the image that it returns The advertisement content is chosen based on the content of the feed surrounding the image When the user clicks the image, he or she is redirected to the advertiser's website in the same way as regular AdSense advertisements AdSense for Feeds remained in its beta state until August 15, 2008, when it became available to all AdSense users On December 3, 2012, Google discontinued AdSense For Feeds program

How it works

  • The webmaster who wishes to participate in AdSense inserts the AdSense JavaScript code into a webpage
  • Each time this page is visited by an end user eg, a person surfing the Internet, the JavaScript code uses inlined JSON to display content fetched from Google's servers
  • For contextual advertisements, Google's servers use a web cache of the page created by its Mediabot "crawler" to determine a set of high-value keywords If keywords have been cached already, advertisements are served for those keywords based on the AdWords bidding system More details are described in the AdSense patent
  • For website-targeted advertisements, the advertiser chooses the pages on which to display advertisements, and pays based on cost per mille CPM, or the price advertisers choose to pay for every thousand advertisements displayed
  • For referrals, Google adds money to the advertiser's account when visitors either download the referred software or subscribe to the referred service The referral program was retired in August 2008
  • Search advertisements are added to the list of results after the visitor/user performs a search
  • Because the JavaScript is sent to the Web browser when the page is requested, it is possible for other website owners to copy the JavaScript code into their own webpages To protect against this type of fraud, AdSense publishers can specify the pages on which advertisements should be shown AdSense then ignores clicks from pages other than those specified see Click fraud for more information


Some webmasters create websites tailored to lure searchers from Google and other engines onto their AdSense website to make money from clicks Such websites often contain nothing but a large amount of interconnected, automated content eg, a directory with content from the Open Directory Project, or "scraper" websites relying on RSS feeds for content Possibly the most popular form of such "AdSense farms" are splogs spam blogs, which are poorly written content centered around known high-paying keywords Many of these websites reuse content from other websites, such as Wikipedia, to attract visitors These and related approaches are considered to be search engine spam and can be reported to Google A Made for AdSense MFA website or webpage has little or no content, but is filled with advertisements so that users have no choice but to click on advertisements Such pages were tolerated in the past, but due to complaints, Google now disables such accounts There have also been reports of Trojan horses engineered to produce counterfeit Google advertisements that are formatted looking like legitimate ones The Trojan uploads itself onto an unsuspecting user's computer through a webpage and then replaces the original advertisements with its own set of malicious advertisements

Many website owners complain that their AdSense accounts have been disabled just before they were supposed to receive their first paycheck from Google Google claims accounts have been disabled due to click fraud or forbidden content, but have offered no proof of this An automated email is sent to the publisher's owner which contains a link to file an appeal In the email, Google states that "Because we have a responsibility to protect our AdWords advertisers from inflated costs due to invalid activity, we've found it necessary to disable your AdSense account Your outstanding balance and Google's share of the revenue will both be fully refunded back to the affected advertisers" The revenue generated - whether legitimate or not - is taken, and all complaints are deferred In May 2014, Hagens Berman law firm filed a national class-action lawsuit against Google, claiming the company unlawfully denies payments to thousands of website owners and operators who place ads on their sites sold through Google AdWords

There were numerous complaints in online discussion forums about a difference in treatment for publishers from China and India, namely that sites from those locations are required to be active for six months before being eligible for AdSense Due to alleged concerns about click fraud, Google AdSense has been criticized by some search engine optimization firms as a large source of what Google calls "invalid clicks", in which one company clicks on a rival's search engine advertisements to drive up the other company's costs The payment terms for webmasters have also been criticized Google withholds payment until an account reaches US$100, but many micro content providers require a long time—years in some cases—to build up this much AdSense revenue However, Google will pay all earned revenue greater than US$10 when an AdSense account is closed and not disabled On the other side Google bills its customers API users for example monthly, in increments as low as a few cents

Google came under fire when the official Google AdSense Blog showcased the French video website Imineocom This website violated Google's AdSense Program Policies by displaying AdSense alongside sexually explicit material Typically, websites displaying AdSense have been banned from showing such content Using both AdSense and AdWords may cause a website to pay Google a commission when the website advertises itself In some cases, AdSense displays inappropriate or offensive ads For example, in a news story about a terrorist attack in India, an advert was generated for a presumably non-existent educational qualification in terrorism AdSense uses tracking cookies that are viewed by some users as a threat to privacy AdSense terms of service require that sites using AdSense explain the use of these cookies in their privacy policy

See also

  • Adblock
  • AdWords
  • List of Google products
  • Pay per play
  • Doubleclick


  1. ^ Google Expands Advertising Monetization Program for Websites, June 18, 2003, Press Release, Google
  2. ^
  3. ^ "Google Announces First Quarter 2014 Results" Google Retrieved July 9, 2014
  4. ^ "About Google Ads" Retrieved January 20, 2015 
  5. ^ Parker, Pamela March 22, 2011 "Goodbye "Ads By Google" & Hello "AdChoices" As Google's Backs Industry Label Effort" Search Engine Land Retrieved January 20, 2015 
  6. ^ "Usage of advertising networks for websites" W3Techs 2012-08-25 
  7. ^ "AdSense Ad limit per page" Supportgooglecom Retrieved 13 October 2014 
  8. ^ a b "Google Form 10-Q, Q2 2010" 2010-07-15 Archived from the original on 30 September 2010 Retrieved 2010-09-08 
  9. ^ Adsense rebrands with new logo, Preview Tech, June 19, 2015
  10. ^ Matt, Cutts "Google Guy" Web Master World Archived from the original on 2014-03-04 
  11. ^ "Google Acquires Applied Semantics" News from Google April 23, 2003 Retrieved July 12, 2014 
  12. ^ a b Battelle, John 2005 The Search New York:Penguin pp 151–2 ISBN 978-1-85788-361-9 
  13. ^ Swift, Mike February 7, 2011 "Susan Wojcicki:The most important Googler you've never heard of" San Jose Mercury News Retrieved July 12, 2014 
  14. ^ Pepitone, Julianne 2011-02-12 "Google expands ad targeting methods" CNNMoneycom Retrieved 2012-07-26 
  15. ^ "Adsense ads per page limt lifted" Bestparttimejobin Retrieved 23 August 2016 
  16. ^ Adsense Page level Ads
  17. ^ https://supportgooglecom/adsense/answer/1705822
  18. ^ "Inside AdSense:Mobile becomes a core component of AdSense" Inside AdSense Retrieved 13 October 2014 
  19. ^ AdSense For Domains Now Available For All US Publishers, Robin Wauters, Dec 12, 2008, TechCrunch
  20. ^ Google kills “hosted” Adsense for Domains program , Andrew Allemann, February 22, 2012, Domain Name Wire
  21. ^ Shuman Ghosemajumder 2005-05-17 "Official Google Blog:Feed me" Retrieved 2007-12-29 
  22. ^ Tony John "AdSense For Feeds going away" Techulatorcom Retrieved 13 October 2014 
  23. ^ "Google AdSense Help Center:What are CPM ads" 2007-12-29 
  24. ^ "Google AdWords:All About Site-Targeted Ads" 2007-12-29 
  25. ^ "Google AdSense Help Center:What is the referrals feature" 2007-12-29 
  26. ^ "Google yanks AdSense referral program, offers shoddy surrogate" blogantanet 2008-07-01 ISSN 1797-1993 Archived from the original on 2011-07-23 Retrieved 2008-07-01 
  27. ^ "Google Webmaster Guidelines" Retrieved 2012-02-02 If you believe that another site is abusing Google's quality guidelines, please report that site at https://wwwgooglecom/webmasters/tools/spamreport 
  28. ^ Benaifer Jah 2005-12-27 "Trojan Horse program that targets Google AdSense ads" TechShout 
  29. ^ TONY CHOU Mar 23, 2011 "Google Adsense Scammed Me And Will Probably Get You Next" 
  30. ^ "Disabled Account FAQ - AdSense Help" 2010-11-08 
  31. ^ "Google Adsense Class Action Lawsuit" hbsslawcom Retrieved 1 January 2016 
  32. ^ "Eligibility to participate in AdSense" Retrieved 7 December 2011  Google policy
  33. ^ Discussion forum example:complaint about treatment India vs Pakistan, 2009
  34. ^ Mahesh Jawahar 20 February 2012 "Google Adsense and its adventure in India:The real story of Google adsense scam in India!!"  blog blames Indians for their click fraud scams, does not blame Google
  35. ^ Charles C Mann January 2006 "How click fraud could swallow the internet" Wired 
  36. ^ "When do I get paid" Google AdSense Help Center 
  37. ^ "Adult content" Google AdSense Help Center 
  38. ^ "BE CAREFUL when using both AdSense + AdWords by Google" 2009-02-19 
  39. ^ "Google's Worst Ads Ever GOOG" 2009-08-20 
  40. ^ "Privacy Concerns adsense" Allaboutcookiesorg Retrieved 13 October 2014 
  41. ^ "Google AdSense terms" Googlecom Retrieved 13 October 2014 

External links

  • Google AdSense
  • Google AdSense patent application
  • Inside AdSense — Google's official weblog on AdSense

  • Internet portal
  • Google portal
  • Alphabet portal

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