Archive - Originally posted on "The Horse's Mouth" - 2008-05-25 10:25:40 - Graham Ellis
I came across this rather curious message on the top of a forum that I'm not associated with ...
... and it struck me that I've never given a quick intro (in my words) to how Google Ads 'works'.
The Google Ads model
1. Google generates a lot of visitors to its search engine - a huge number of people use it, and they use it when they are looking to find something
2. In order to provide as wide a range of answers as possible, thus encouraging visitors to return, Google lists as many websites as possible and for free. It needs really good content lists, so a crawler called "Googlebot" automatically visits sites and lists pages. Google is also free to the information seeker, as again it wants to build up a heavy and loyal traffic.
3. Commercial Operations want their business to come high in Google's listing and much work is done with "Search Engine Optimisation" by web site builders and maintainers. Indeed, commercial organisations are prepared to pay Google to make them more visible - and that's where AdWords comes in. Companies (and we use the service) place a two line advert with Google, which Google will display on appropriate pages. Three notes:
3a. Google uses a context sensitive placement system so that adversisers can tune their adverts to appear on search results pages which they (the advertiser) will consider relevant.
3b. Payment is on a "pay per click" basis, so that adverts are only paid for when a searcher actually clicks through the advert. This encourages advertisers to sign up, as it's "no interest, no fee". And it's on an an auction / bid system so that the adverts shown on any particular page are those which - broadly speaking - bring Google the highest income per click
3c. Adverts are kept apart from the "line entry" or free listings to encourage a continuing foundation for the search engine.
So why that strange message I started this email with? In order to allow their adverts to reach even more potential customers, Google allow their adverts to also be displayed on other web sites that choose to do so.
4. Web sites that wish to display Google Ads sign up to Google for an advert feed, and then display those adverts.
5. When visitors click through the Google Ads on a third party site, Google is notified of that click through to bill the company who's site has been visited.
6. Google also pays a fee to the third party site that gave them and the adveriser the extra exposure - a financial inducement to carry Adwords on the site.
Back again to that curious message that I stared this post with. What it's really saying is "Look - you're probably not interested in these adverts, but have a look at them anyway so that you get the advertisers to pay me some money!"
At Well House Consultants, we do place some advertising with Google through AdWords but we have made a business decision not to include their advertising on our pages. As metrics change, we may find a different balance in the future that leads to a review of this decision in certain techincal areas. It's not "on principle".
