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Using Google's products to monetize your online content
 

Using Google's products to monetize your online content

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You have a site with awesome content, and you have users that are interested in your content. Now you're thinking "How can I make money from my site?". Enter Google's Monetization products, including ...

You have a site with awesome content, and you have users that are interested in your content. Now you're thinking "How can I make money from my site?". Enter Google's Monetization products, including AdSense. In this session, we'll cover how Online Advertising has evolved and how you can use AdSense and Doubleclick for Publishers to monetize your content.

We'll walk through the setup of an AdSense account and learn how to navigate the AdSense account. After that, we'll have a look at Doubleclick for Publishers and how you can use this amazing product to take your monetization to the next level.

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Presenter: Daniel Acton
Category: Business/Marketing

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    Using Google's products to monetize your online content Using Google's products to monetize your online content Presentation Transcript

    • Joomladay AdSense Daniel Acton 18 October 2013
    • The evolution of online advertising Publishers sell inventory to advertisers directly Ad exchanges trade audiences not just impressions Ad networks package and sell remnant inventory but they couldn’t sell it all but there were lots of them A good video about this: http://www.iabuk.net/video/the-evolution-of-online-display-advertising
    • So you have a website ● Place ads on your site and make money ● You have some options: ○ sell your remnant inventory using AdSense ○ sell directly to advertisers using DFP Small Business ● Let’s start simple: AdSense for Content Sell direct to advertiser Sell via AdSense
    • AdSense for Content ● Contextual advertising ○ User sees ads related to what they are interested in ○ Targeted based on ■ ■ ■ content of your site context of your user - their interests placements by advertisers ○ AdSense crawler crawls your site to understand content ● Demand source is AdWords (and some 3rd party networks)
    • The AdSense auction ● A user visits your site and an ad is requested ○ ○ ○ ○ ○ Ad requested AdSense narrows down the pool of bidders based on ○ targeting ○ ad format requested The bidders indicate the maximum price they’ll pay The request is sent to the bidders A winner is found, their ad is shown This all happens very quickly Who, what, when, where? Narrow down pool of bidders Bidders bid Winner Chosen Ad shown
    • AdSense controls ● You control ○ The ad sizes you want to show ○ Who you don’t want to advertise on your site ○ The ad networks that you don’t want to participate ● You customise the colours and fonts ● We manage the buyers and pay you ● You get excellent reporting
    • Why not try it out? ● It’s very simple ○ ○ ○ ○ ○ Sign up for AdSense account at google.com/adsense Generate ad units for different sizes Get code for ad unit Put code on your site Magic, profit!
    • As your site grows ● Adding search to your site ○ Use Google’s Custom Search Engine ■ You can enable ads here ○ Use your own search engine ■ You can enable ads here (with more control) ● Selling direct to advertisers ○ Try DFP Small Business ○ … And plug AdSense into DFP so you can manage all your inventory from one place ○ … And have AdSense compete with your direct adverts and the highest bidder wins.
    • What about mobile? ● Of course, it’s huge ● 63% of South African smartphone users access the Internet from their phone every day ● Almost 50% of them use them each month for shopping(*) ● AdMob ○ in-app advertising, SDK for iOS and Android ● AdSense also has ○ ○ mobile ad units responsive ad units * Source: The Smartphone User & The Mobile Marketer – Google, Ipsos & TNS, September 2011
    • Some pointers ● Make great content ● Better content leads to ○ more interested users ○ which leads to ■ advertisers willing to pay more for your inventory ● Integrate with Google Analytics to help understand how users interact with your site ● Integrate with Google+ to make your site stand out ● Optimise your site with Google Webmaster Tools ● Don’t forget mobile - howtogomo.com ● Love your users
    • Now to a demo of AdSense ● Once you’ve signed up for AdSense ● Look at AdSense account ● Place your AdSense code in Joomla using a Custom HTML module: http://docs.joomla.org/AdSense ● See the example at joomla.danielacton.com