Adsense_tamil_follow_up.pdf

for

2.0

Coimbatore : June 8 Chennai : June 9 Madurai : June 10 Blogger Partner

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Agenda 1. Why Indic Matters? 2. Intro to AdSense ○ What, Why & How? 3. IndiBlogger Intro BREAK 4. AdSense Monetization Best Practices

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Why Indic matters - Huge untapped opportunity !

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India is one of the most exciting Internet market in the world 140 Cr

Total Population

130 Cr

Internet Users

72 Cr 40 Cr+

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32 Cr

28 Cr

26 Cr

13 Cr

21 Cr

14 Cr

And at the same time equally challenging... 22 Official Languages 122 Major Languages 1599 Other Languages

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However, this challenge also presents a massive opportunity! 53 Cr Indian Language Internet Users English Internet Users

23 Cr 19.9 Cr

17.5 Cr

2016 Source: Indian Languages - Defining India’s Internet (KPMG Google Report 2017) Google Confidential and Proprietary

2021

However, there is acute content scarcity for Indic

< 0.1%

Of all web is in local languages

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Digital Advertising

₹10,000cr

Expected spend on Local Language Online Ads by 2021

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Today we are here to talk about a recent launch

now supports

80K+ AdSense publishers from India Come join them! Google Confidential and Proprietary

Meet a AdSense Real Life Hero! “Thanks to Google AdSense, I quit my 9-to-5 corporate job and pursued my passion for writing. Google’s tools helped me scale my business quickly, without being too complex or technical.” Gopal Mishra Founder, AcchiKhabar.com Winner of Indian Blogger Awards 2017 (Hindi Category) Google Confidential and Proprietary

Understanding The AdSense Opportunity Ajay Luther

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4 Sections.

#1

Using AdSense to monetize

#2

Beginner

#3 Confidential and Proprietary

Thinking Multiscreen

Intermediate

Get Started with AdSense

Beginner

#4

Maximizing Your Revenue

Advanced

Users

User is drawn by interesting and useful publisher content Direct

Publisher monetize the content via ads

Agency

$ Advertisers

Publishers

Online Partnership Group manages and supports content creation ecosystem to optimally monetize their properties with ads

“Fund the world’s information by enabling content creators” Confidential and Proprietary

How big is this eco-system ?

2,0 0 0,0 0 0

+

people have chosen AdSense.

1,0 0 0,0 0 0 businesses advertise and rely on Google AdWords Confidential and Proprietary

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So, publishers can make money ?

$

9,8 6 0,9 0 8,4 5 9 In 2015, we paid out nearly $10B to our customers. That’s the power of AdSense.

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How Do I Actually Sign Up To AdSense ?

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Please make sure we can contact you!

Very Important

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Why AdSense?

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A top-rated display network

Google rated the highest quality advertising network*

Source: Pixalate Seller Trust Index (4 of the 5 months studied)

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A commitment to quality

12 years development Engineering strong safety signals and filters

20% publisher acceptance rate We look for policy-compliant publishers with great original content Confidential and Proprietary

Your space is in demand

Advertisers constantly bid for ad space.

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You control the looks YOU CONTROL THE LOOK

You call the shots on the ads that appear.

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AdSense for Video

Video Advertisement (0:04): Chrome: For whatever you unwrap

For Peace and Harmony

Earn money from your web-based video content Video Standard and TrueView (appears pre, mid, and post-roll) Overlay A text, image, or rich media creative (appears on bottom third of video)

Overlay Advertisement (0:21): Chrome: For whatever you unwrap

0:32/0:36

Full-slot Advertisement will close automatically in 0:06 What is Chrome by Google? (aside from a really fast browser) 0:32/0:53

Full-slot A text, image, or rich media creative (appears pre, mid, and post-roll) Users need to close the ad before continuing to the video content, next video, etc. 0:02/0:06 Confidential and Proprietary

AdSense for Search A Custom Search Engine on your site • Choose the content your users search • Customize the look and feel • Earn money from search results with targeted ads

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AdSense for Search

Google Custom Search

How AdSense Works

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1

Select the type of ad you want on your site. Ad types include text, display, or a mix of the two.

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2

Choose where you want ads to appear. Copy and paste a piece of code on your site where you want to show ads.

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3

Watch the highest paying ads go live. Advertisers bid for your ad space in a real-time auction.

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4

Leave the money stuff to us. We’ll handle the process of billing advertisers and networks. When ads are seen or clicked, you’ll automatically earn money.

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SAMPLE CALCULATIONS Back of the envelop,

Revenue =

How many page views does my site get?

x

How many ad placements per page?

x

What are the chances of a user clicking that ad?

x

How much will I get per click?

Hypothetically assuming, Revenue

=

300,000 pages viewed/month

Revenue

=

$150 / month

2 ad units/page

0.25% chances of click

$0.10 is what I get per click

More Importantly, how many monthly Page Views do you have? Confidential Proprietary *Working andand number estimates are all generic and hypothetical. They are not guaranteed, and your individual results may vary.

#2 Get Started With AdSense ●

Policy compliance

●

Signing up

●

Ad Best Practices to maximize revenue

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But wait, before you sign up... Mobile friendly

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#1

AdSense policy in action

Think like a user ● ●

Provide content that’s useful, interesting and adds value Make it easy for them to find what they’re looking for

See: Webmaster Quality Guidelines Confidential and Proprietary

#2

AdSense policy in action

Keep it family-safe and legal ● ●

Review and understand the prohibited content guidelines If you wouldn’t want a child or grandparent seeing it, it shouldn’t be on your site

See: Prohibited Content Confidential and Proprietary

#3

AdSense policy in action

Avoid deceptive layouts ● ●

Don’t place ads near images to enable accidental clicks Keep ads away from games, slideshows, and other click-heavy content

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#4

AdSense policy in action

Maximize content, not ads per page ● ●

Create new, relevant, interesting content Update regularly

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1 2

3

#5

AdSense policy in action

Don’t click on your own ads ● ●

Don’t click your own ads, or ask others to click them Your clicks will not count toward revenue and may get you flagged

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#1

Common reasons for policy warnings

Copyrighted material If the content isn’t yours or you don’t have permission to use it, you can’t monetize it.

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#2

Common reasons for policy warnings

Sexual content ● ●

Sexually explicit content Content that is sexually suggestive without being explicit, such as sheer lingerie

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#3

Common reasons for policy warnings

Violent content Includes bloodshed, fight scenes, and gruesome or freak accidents

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#4

Common reasons for policy warnings

Explicit text Text descriptions including erotic stories, jokes, or discussions, or excessive use of profanity

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#5

Common reasons for policy warnings

Unnatural attention Visuals or placement that call too much attention to ads, such as flashing arrows

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Policy support

Have a question about an AdSense Policy?

The AdSense Help Forum

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The AdSense help center

AdSense Policy FAQs

The Inside AdSense Blog

Getting Started with AdSense Mobile friendly Go to the AdSense website... ●

Apply for a new account, making sure your site is compliant and not Under Construction

●

48 hour review before ads show

●

Once approved, ads will show

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#3 Think Multiscreen ●

Make it mobile friendly

●

Make it simple

●

Make it fast

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Building for today’s users

MOBILE FIRST Confidential & Proprietary

Mobile First - Best Practices

74% Make it easy for your Users

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Make it Fast

Make it Consistent

of people say they are more likely to return to a site that is mobile friendly

Source: Google Mobile Ads Blog 2012

Make it easy for your users

61% Will leave a mobile site if they don’t see what they are looking for right away

1

Step 1

2

Step 2

3

Step 3

Ease of use

Touch friendly

Font size Source: Google Mobile Ads Blog 2012

Mobile-friendly sites Priority 1

Mobile-friendly sites Confidential and Proprietary

Priority 2

Desktop only sites

testmysite.thinkwithgoogle.com/

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Make it fast

1/3 say speed is the most important factor when using the mobile web

74% of people will abandon a mobile website that takes more than 5 seconds to load

Source: Google Mobile Ads Blog 2012

Additional multi-screen resources We will share all of these via email

Building your site

Optimizing your site

●

I use a CMS

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I want to hire someone to do it for me

●

I want to build it myself

●

Web Fundamentals step-by-step guides

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SEO Starter Guide

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Think/Multi-Screen website

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Multi-Screen Guidelines one-stop shop for your multi-screen needs

www.google.com/think/multiscreen

Must have for Web Developers ●

NEW Accelerated Mobile Pages (AMP)

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NEW Progressive Web Apps (PWA)

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PageSpeed Insights

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Mobile Web UX Best Practices (article, whitepaper).

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Mobile-friendly test and see how your site does

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Device mode brings the insights of mobile testing to your browser tab

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#4 Maximising your Revenue

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SUGGESTION

SUGGESTION

Ad Sizes ONLY use the following IAB standard ad sizes:

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336 x 280

Large Rectangle

300 x 250

Medium Rectangle

970 x 90

Large Leaderboard

728 x 90

Leaderboard

468 x 60

Banner

160 x 600

Wide Skyscraper

120 x 600

Skyscraper

320 x 100

Large Mobile Banner

320 x 50

Mobile Banner

300 x 600

Large Skyscraper

SUGGESTION

Frequency On Desktop ● Have 2-3 ad units per page

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SUGGESTION

Improve ad placements Viewability (visibility) of an ad is important. Viewability must be > 50%, preferably 70%+. ●

Above the fold

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Below the navigation menu

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Close to the most viewed content on your page*

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*Don’t place ads next to action buttons, as may lead to policy violations.

SUGGESTION

Allow more advertisers to compete ●

Allow Text & Image ads

●

Limit blocked categories

●

Limit blocked ad networks

If you have specific ads you don’t want to show on your page, use Ad Review Center to block the specific ad, and not the entire category.

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$

£

€

AdSense native offering A new family of native products for publishers who want a faster and more efficient way to create and implement native ads across their mobile, tablet and desktop websites.

“By 2021, native display ad revenue in the US, which includes native in-feed ads on publisher properties and social platforms, will make up 74% of total US display ad revenue, up from a 56% share in 2016” - Business Insider Confidential and Proprietary

“Growth of native digital display is being driven by publishers’ pursuit of higher-value and more mobile-friendly inventory, as well as by advertisers’ demands for more engaging, less intrusive ads,” - eMarketer

Native formats are designed for optimal user experience Publishers can use native ads based on user behavior on the page and use more than one of these formats in appropriate placements (following current policy rules on content to ad ratio)

1

Browsing - User looks at grids, blocks of content, news feeds or listings (retail, jobs etc.)

Product - In-feed Native Confidential and Proprietary

2

Reading - User looks at long (2 -3 paragraphs) articles; where there are natural breaks in reading flow

Product- in-Article Native

3 Continued Engagement /discovery - The end of the article where the user decides to stay or leave the page

Product - Matched content

AdSense Native Product Offering

In-feed Confidential and Proprietary

In-article

Matched content

In-feed Native Why should publishers consider in-feed native: 1.

2. 3. 4.

Creates an incremental revenue opportunity by adding additional avenues for revenue Unobtrusive to the user experience Easy to implement and create Highly customizable

In-feed

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In-Article Native Why should publishers consider in-article native: 1.

Creates an incremental revenue opportunity by adding additional avenues for revenue

2.

Assisted Ad Creation Flow: Simple and guided configuration, no manual code editing required

3.

Optimized by Google to ensure that they perform well on your article pages

4.

Additional opportunity to monetize your longer form content

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In-Article

Matched Content

With Matched content, publishers can

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1.

Earn revenue through natively styled ads

2.

Improve reader retention by increasing pageviews and time spent on site

3.

Additional revenue from incremental pageviews

4.

Cross domain promotion, whitelisting and blacklisting of pages available on request

Do not replace high performing banner ads with AdSense native ads

Publishers should create new AdSense native ads and add them as incremental ad units on the page ● This helps ensure best eCPM performance

What are AdSense Auto ads? How do they work?

AdSense Auto ads are a simple, innovative way for publishers to automatically monetize their pages with just a single piece of ad code.

Auto ads uses Google’s machine learning technology to identify placement opportunities Publishers add the code once and make all the changes in the UI. Machine learning

Detect page structure and identify potential new ad placements

Detect existing Google ads on page

If a publisher makes a change to their site, retrigger analysis. Confidential and Proprietary

Place new ads based on existing manual ads, ad density limits and format performance

2. Why should publishers try Auto ads?

Auto ads help publishers to move towards a more dynamic and scalable ads experience Today

1.

2.

Publishers need to use different tags for different sizes, formats, placements and pages Publishers spend a lot of time optimizing ads on their pages to maximize revenue

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Future

1.

One tag solution (simple and customizable within UI)

2.

Optimization done by Google to keep the user experience and revenue high

Auto Ads

With AdSense Auto ads publishers can focus on content and leave monetization/optimization to AdSense AdSense Auto ads provide three major benefits:

1. Ease of use

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2. Incremental revenue

3. Customization options with more formats and control

Auto ads are easy to set up and allow publishers to customize their settings within their AdSense account

●

Publishers tag their site only once and they don’t need to paste their code again.

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They can customize their settings in their AdSense account at any time without making changes to the ad code.

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Auto ads can bring incremental revenue, maintaining a good user experience

According to beta results, Auto ads provides revenue uplift. ●

Auto ads work well on their own and/or with manually placed ads and publishers don’t have to choose between them.

●

For each page, AdSense will choose the placement and the right format for each placement, maintaining good user experience.

●

Average revenue uplift depends on how well the page is currently monetized.

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Multiple ad formats are available for publishers to try within Auto ads Publishers can choose among multiple different formats including: ● ● ● ● ● ●

Text and display ads In-article ads In-feed ads (Mobile only) Matched content (Mobile only) Anchor ads (Mobile only) Vignettes ads (Mobile only)

Read more about these here.

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Publishers can show different ad formats on different pages of their site using URL Groups

●

Set specific settings at page/url level using URL groups (e.g. only In-article ads on homepage)

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Disable Auto ads on specific pages (e.g. homepage)

Read more about these here.

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Auto ads are especially recommended for AdSense publishers who are under-monetizing their sites

●

Publishers who hardcode AdSense or use DFP to manage all their ads

●

Publishers who don’t already have too many ads on some or all of their pages

●

Publishers who are struggling with monetization

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Publishers with floating menus may not be a good fit for Auto Ads, since it may break the layout of the page

●

Sites that use an inflexible layout may not be a good fit for Auto ads (e.g some table-based layouts or pages that rely on css absolute positioning)

3. How to implement Auto ads

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If you are already using Anchor/Vignette ads (previously known as Page-level ads) We have automatically migrated your settings to Auto ads. ●

Use the toggle buttons from within your Adsense account to try new formats

●

After you've pasted the ad code, you can still make changes to your Auto Ads settings at any time without having to change the ad code.

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If you are new to Auto Ads 1. 2. 3. 4. 5. 6. 7. 8. 8.

Sign in to your AdSense account. In the left navigation panel, click My ads. Click Auto ads. On the "Choose your global settings" page, use the controls to select the ad formats that you'd like to show across your entire site. Leave Automatically get new formats selected if you want AdSense to automatically add new ad formats to your global settings as they become available. Click Next. On the "Place code on your page" page, click Copy code. Paste the ad code between the tags of each page that you want to show Auto ads. If you're not sure how to do this, see our Code implementation guide. Click Done. Auto ads will start to appear on your pages within about 15 minutes.

Wordpress publishers can have a look at this article to see how to insert Auto Ads on their site.

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Best Practices 1.

Before customizing for different pages, opt-in to all formats to see what works best

2.

Suggest your publishers to test Auto ads in addition to their existing ad units to compare results

3.

Exclude Auto ads on pages where competitor tags are hardcoded

4.

Don’t include Auto ads on pages with floating menus or inflexible layout

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Questions Thank You! [email protected] Google Confidential and Proprietary

Turn your dreams into reality! “I started with my recipe blog in 2007. Information about my website spread through word of mouth and I got a lot of visitors through search too. Today, a bulk of my visitors come from Google Search so I can say that the situation has changed a lot. As local languages become stronger on the Internet, I expect it will get better and better!” Nisha Madhulika Celebrity Chef & Founder, NishaMadhulika.com Google Confidential and Proprietary