It is very important to note that Google AdSense advertising differs greatly from the traditional form of advertising. Like I mentioned earlier, the Google AdSense program is a Cost-Per-Click, also referred to as Pay-Per-Click, program. What this means is that with AdSense, payment is hugely dependent on clicks. Views and reach are not the sole consideration with a CPC arrangement. Publishers don’t get paid – at least not tangible amounts – unless visitors CLICK the ads displayed on their websites.
You’ll agree with me that this is so unlike traditional advert media – Radio, Television, Billboards. With traditional advert media, you get paid to run campaigns on your platform. It makes no difference if the campaign translates into sales or increases product engagement on your client’s end. Even though that is the client’s ultimate goal, your paycheck isn’t dependent on that. With traditional advertising, you get paid for the numerical strength of your platform, not its ability to elicit a response. Simply put, you get paid for the ears and eyes you can reach with the message. Yours is to make sure they are not uninformed, getting them to indicate interest is not a requirement.
However, with Google AdSense, you get paid for capturing the hearts, not just the eyes, of your visitors. With AdSense, it is not enough that visitors SEE these ads, that they CLICK is of even greater importance. Google wants these people to indicate a level of interest in what they are seeing by clicking the ad. With traditional advertising, spreading information is the goal. But it doesn’t stop at that for AdSense advertising. Asides, spreading information, your paycheck is heavily dependent on engagement.
In AdSense lingo, a better-suited term for the word “engagement” as used in the previous sentence is ‘click-rate.’ Click-rate refers to the rate at which your blog’s visitors click on the ads published on your blog. So, what this means is, if you want to make serious AdSense money, you’ll need to work towards a very high click-rate as opposed to solely high traffic. High traffic on your blog is of great, almost equal importance. But traffic that doesn’t translate into clicks cannot guarantee, neither can it result in a quick payout. The equation for success with Google AdSense publishing is, HIGH TRAFFIC + HIGH CLICK RATE, which invariably equals, ADSENSE CASH.
Another way the Google AdSense program differs from traditional advertising is its mode of serving ads. With AdSense, the ad viewing experience is personalized per visitor. It’s not like there are static ads placed on your blog and every visitor gets to see the same thing. Neither can returning visitors expect to see the exact same ads as they had seen before. AdSense operates a dynamic system of serving ads. Based on Google’s algorithms, factoring visitor’s individual interests and internet profile, the ads are uniquely developed and served to suit each visitor’s taste. So, the experience individual A has viewing ads on your blog will be unlike that of individual B. Each visitors experience is distinct from the others. This system of serving ads, paying particular attention to visitors varying interests, adopted by Google is aimed at getting visitors more interested in clicking on ads.
Read Other Parts Of This Series
1. Part One: A Quick Introduction To The Program.