Contextual Advertising – Google AdSense vs YPN


google adsense

Ever since Google AdSense opened up possibility to earn money as a web publisher, contextual advertising has assumed significance. Until a few years ago, banner ads were more favored. Google Adsense wasn’t around, and often odds were against small businesses to place ads and get noticed. Over time, banner ads became less preferable mainly because web viewers increasingly considered them as major distractions.

Overture and Google took in the scent quite early and started experimenting with text ads based on contextual advertising. Initially the emphasis was on showing text ads in search results when a search term coincided with the keyword chosen by the ads. AdWords took shape early 2002, and though Overture was already an old hand when AdWords started, the latter galloped ahead in no

Google AdSense is a late entrant, followed only recently by Yahoo Publisher Network (YPN). After YPN debuted, there is no stopping the comparison between the two. For an average web publisher today and in coming days, it will be like ‘the more, the better’. In this article, we will closely look at contextual advertising and how the competition between YPN and Google AdSense affects web publishers.

Contextual advertising – what it means?

Contextual advertising refers to those ads that are relevant to the content of a webpage in which they appear. For example, if a viewer visits a site about paintings, and the site shows contextual advertising like Google AdSense, the viewer will see ads related to paintings, such as watercolor works, art gallery and so on. Contextual advertising is dynamic, so if a viewer refreshes a webpage, a completely new set of ads appears.

Google AdSense on the cue

After overwhelming success of AdWords in relatively short time, Google AdSense came to be launched in early 2003, a program that is all about contextual advertising. To be true, eZula must retain credit of having first launched contextual advertising program way back in 2001. But it is Google AdSense which popularized the concept rapidly.

What is good about Google AdSense is that it allows web publishers of any size to display its contextual advertising and earn money.

In comes Yahoo Publisher Network (YPN)

yahoo-pn-logoAlthough belated, Yahoo launched YPN to take on Google AdSense in August last year in the field of contextual advertising. Though yet to be out of beta and still meant for US sites, YPN does appear as a whiff of fresh air in the sense that users will now have another option other than the ubiquitous Google AdSense. As of now, there is less variety in YPN compared to Google AdSense. However, YPN is said to be paying far more than Google AdSense for each click generated, which is one reason why YPN publishers are happy with its contextual advertising.

YPN versus Google AdSense

It is early days to compare between the two, especially since YPN is yet to debut internationally. Going through user experience, the most important point that crops up is YPN’s generous EPC as said above. Google AdSense is more superior in ad targeting which means more click-through-rate (CTR). Ad links are shown in Google AdSense, not so in YPN. On the other hand, while YPN displays link title to show the full ad text, Google AdSense does not.

In addition to text ads, Google AdSense also allows image ads in the same format as text displays. There is however no way to know from ad statistics as to how image ads perform vis–vis text ads. Though necessarily contextual advertising, image ads still are a throwback to old days of banner ads. YPN does not show image ads.

Summing up, there is no doubt that contextual advertising is here to stay. As YPN evolves further, the choice between it and Google AdSense can be expected to narrow down. For the moment, if you are not located in US, yet interested to make an earning through contextual advertising, the answer is Google AdSense.

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Pros And Cons Of Yahoo’s Quality Based Pricing And What They Mean To Publishers

Google did it first. When Google Adsense decided to implement smart pricing, some publishers balked. After all, that can only mean one thing: affected revenues. Unlike before, more emphasis is being placed on the quality of your site’s traffic. No conversion, no revenue. It’s that simple. Now it’s the same situation Yahoo’s publisher network faces with the company’s quality based pricing scheme or QBP. So what does this mean to you as a publisher and what are its pros and cons?

How doesYahoo’s quality based pricing work?
Yahoo’s quality based pricing is part of the evolution of its advertising network. Publishers must be able to deliver better customers who offer more value to advertisers. Conversion is one of the key considerations for Yahoo to consider its publisher’s quality, although other factors come into play, such as implementation types and original traffic sources.

Launched in the second quarter of 2007, Yahoo’s quality based pricing has an initial limited roll out, so only certain keywords are included. But you might not need to wait long, though. Yahoo plans to use its quality based pricing scheme to more keyword groups before the year ends. Yahoo’s quality based pricing affects both sponsored search and content match.

Advantages of QBP

Quality is the name of the game
If you already have good to excellent quality traffic, you should be receiving the kind of value that you deserve. That is, provided you can produce quality traffic in the first place.

A better internet future
Another advantage that Yahoo’s quality based pricing can give to publisher networks is that it will encourage publishers to boost their campaign to produce quality traffic. Yahoo’s Reggie Davis remarked that publishers can very well take advantage of this new market by increasing the quality of their traffic, using high quality websites.

Because traffic is boosted and quality is a major concern, consumers and Yahoo visitors can expect better, more relevant search results. This will lead to an increased participation in the Yahoo environment. The result is a better, more robust internet experience (courtesy of Yahoo, of course), which in the end, will benefit everyone, including Yahoo’s publisher network.

Disadvantages of QBP

Negative effect on revenues
If you moved to Yahoo because of Google’s similar pricing scheme, you’re probably feeling trapped. Quite simply, the main disadvantage of Yahoo’s quality based pricing for its publisher network is its impact on revenues.

Say for example you get a good number of traffic on your site and most of them click on your page’s YPN ads. If these clicks don’t become conversions for your advertisers, you could stand to lose income. Poor conversion just will not do for Yahoo’s new pricing scheme. Already, some publishers who posted their sentiments in online forums have reported a decrease in their earnings, even if their ad impressions increased.

Yahoo ads may not always be relevant
Another reason why Yahoo’s quality-based pricing may not be advantageous to publishers is that Yahoo ads that appear on a site may not always be relevant. For example, if you have a site that promotes power tools and ads about home mortgages and cell phones appear, you definitely will not see a lot of action (and revenue) there. Ads that are highly irrelevant have a minute chance of getting noticed by visitors. Worse, it’s not even the fault of the site’s publisher.

Advertisers dont have access to conversion metrics
Advertisers do not know which publisher offers lower or higher quality and which clicks from which publisher got converted. Furthermore, advertisers have no control whatsoever in terms of profits and branding, something that publisher networks will not benefit from.

So is Yahoo’s quality based pricing the result of bad planning and poor marketing? If present sentiments and figures are to be trusted, many publishers strongly feel that they are at a disadvantage and that advertisers are getting the better part of the bargain.

However, there is still that nagging feeling that we probably should trust Yahoo, as long as it’s able to fine tune its ad relevance. Their goal, as they have indicated, is to create a marketplace where everyone can participate in and benefit from, whether you’re a consumer, advertiser or publisher. The search for quality almost always doesnt end in tears and if Reggie Davis’ words come true, it could be a better future for all of us. But if waiting is not your strong characteristic, there’s always Plan B. You can pack up and move out of the house to join another.

The Evolution Of PPC Marketing And Where It Is Going From Here

Pay-Per-Click (PPC) advertising has already had a very long history. It was prevalent during the dot com boom at the end of the 1990s, but (due to rampant troubles with click fraud) was regularly abandoned by advertisers for advertisements on other websites in favor of CPA and CPS affiliate marketing.

The only central player that remained undeterred was the PPC launched by, subsequently renamed and purchased in 2003 by Yahoo! Now it is known as the Yahoo! Search Marketing service.

PPC Advertising made a big return when Google launched its AdSense service on June 18, 2003, the day that can be called the certified lauch date of contextual advertising. Google launched their PPC service Google AdWords in 2000 and saw only mild triumph with it awaiting 2003.

Ask Jeeves, now cleanly, followed with their PPC Service in 2005 called Ask Sponsored Listings and, followed in 2006 with Microsoft AdCenter. Other large PPC services providers and Search Engines are Miva/ and Yahoo! launched its contextual advertising service, YPN or the Yahoo! Publisher Network, in 2005 (and now it is even better) and Microsoft has launched its contextual advertising service based on their new AdCenter PPC Service in 2006.

Click fraud is still a hindrance today and cannot be 100% avoided, due to the makeup of how PPC works. However, methods to preclude the troubles escalation have evolved while the dot com collapse in 2000. It is expected that the problem can and will be solved to diminish the effect of click fraud on the complete expense of PPC marketing and ROI to an acceptable number. The environment in which PPC is used has been altered. This increases the risk that the problems that triggered the “death” of PPC years ago will not initiate its demise today and will make it an advertising mold that is here to stay.

PPC advertising services nowadays are offed almost exclusively by large and unique providers. PPC plays almost no role in direct referral marketing between individual websites. Affiliate Marketing is king and will remain so for the foreseeable future. The rated affiliate/internet marketing system click on: