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. Additional Info Presenter: Daniel Acton Category: Business/Marketing

1. Joomladay
AdSense
Daniel Acton
18 October 2013

2. 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

3. 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

4. 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)

5. 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

6. 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

7. 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!

8. 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.

9. 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

10. 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

11. 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