Introduction
In the past couple of weeks, a lot of you have been getting interested in Google Adsense and that really made my day because it’s always great when the audience is engaged and having fun. But soon enough, my joy turned into a responsibility. When they asked if they could use Google Adsense instead of something else.
Comparing Google Adsense and Google Adwords
Tell me a trick to verify Google Adsense, tell me a shortcut. The comparison between Google Adsense and Google Adwords is like comparing Shahrukh Khan with his abbreviations SRK and KRK. Both are in the same field of movies but their roles are distinct. The comparison between Google Adsense and Google Adsense is like comparing apples to apples.
They are both from Google and both start with A and D in their names. After this point, the comparison ends. So those who asked that instead of Google Adsense, how rich can you become if you use Google Adsense? I have no answer for them. Both Adsense and Google Adsense are different, but both have their uses.
Understanding Google AdX
In the world of online advertising, Google is the biggest player in the game. Children think that Google is just a search engine. Adults know that Google is a major player in the online advertising industry, but some people believe that Google is just a search engine. The initial agency is for smaller players, namely Google AdSense and Google Ads.
On one side, we have small advertisers who run their ads by going to Google Ads, selecting their favorite keywords, and setting a budget ranging from a few thousand to a few lakhs. On the flip side, there are also small website owners and bloggers who utilize AdSense to display ads from Google Ads on their own websites and blogs.
The second agency is Google AdEx, which works with both big advertisers like Samsung and Apple to run large budget ad campaigns. And with AdEx, big websites like NDTV, Zee News, and apps like Hotstar can display ads from major advertisers on their platforms. So, there are two online advertising companies of Google, one for small players and one for big players.
Google AdX Complications
If your website has a few thousand or even lakhs of traffic and someone suggests using Google Adx instead of AdSense to get more money from big advertisers, don’t be fooled into thinking they don’t understand the game. It is a long way to play. There are some complications here. Complication number one, Google Adx doesn’t work like a regular sign-up and login platform for doing work.
Google automatically enrolls websites in Adx, but if your website doesn’t have enough traffic or branding, you may not be approved. Another complication is that there is no sign-up page for Adx. If your Adx is approved, you may still not earn much from big advertisers right away, as it takes time to build up your presence.
Ad campaign from Adx, they do not run ads on the basis of keywords. Big advertising campaigns on Adx use programmatic buying to target audiences based on their interests, location, and gender. These big advertisers aim to display their ads on websites and apps that attract the right audience and provide them with the ability to analyze and generate more traffic.
Advertising Dynamics
If Apple wants to run ads worth 10 crores, and they set a target of spending 20 rupees per click, they can get 50 lakh clicks. To achieve this, they can target small websites and show their ads there. By doing so, they can reach the right audience and analyze their performance to get more traffic. No changes needed, the current translation is already contextual and modern.
A lot of work is done. However, if they advertise on websites like NDTV or Zee News, which receive millions of clicks per day, it becomes easier for them to analyze the data. Although they may not face any budget constraints, measuring the ROI accurately can be a challenging task. That is most important. And anyway, if someone is coming on your website, if you have a small blog or a small website, and they are coming on it, then before that, they would have already gone to NDTV or Zee News or any big website.
It’s not that if they don’t target your website, they’re missing out on a unique audience. Going with big advertisers can actually benefit them. Now the disadvantage of this game is that, big advertisers don’t run ads on small or unknown websites, they don’t target them for a long time.
Unfilled Impressions
So what happens is that, your small websites don’t get ads, your ad spots are empty, and this is called in technical language, unfilled impression. Issue number 4, the problem of unfilled ad space can also occur on larger websites. However, for those big websites, they use multiple demand partners to fill their ad spots, which are technically referred to as inventory.
So, what exactly are demand partners? Adx is also a demand partner. To fill up the empty ad spaces, you’ll need to look for other demand partners besides Adx. These demand partners tend to favor larger websites as well. There are obvious reasons. They give better rate to them, not to small websites.
Google Ad Manager
Issue number 5 is that while you can easily access and use AdSense ad codes from their dashboard on your website, this is not possible with Adx. In fact, Adx does not have a dashboard at all. Adx is the soul, the body is Google Ad Manager. To utilize the ad supply of Google Adx, you need to make use of Google Ad Manager, which is a distinct entity on its own.
If you find it difficult to understand Google’s ranking signals for promoting your blog or get confused by technical SEO videos, don’t worry. Just know that Google Ad Manager involves line items, yield groups, pricing rules, inventory rules, and private auctions. Header bidding, and what was I saying? Demand partners.
You will have to learn all this. I don’t want to discourage anyone. If you want to learn, if you like to learn, understand, and handle technical things, then Google Ad Manager is very cool. But it is not easy to learn from it. And it’s even harder to put into practice. To get hands-on experience with Google Ad Manager, you’ll need a sizable website with a significant amount of traffic.
Practice and Traffic Requirements
Otherwise, how will you practice? If you want to practice driving a Ferrari, then you cannot do it in the lane. For that, you need a racing track. You need a highway, you need an expressway. If you don’t have access to this expressway, then buying a Ferrari would be pointless. If you have a blog or website with decent traffic (around 100-200k), and you’re not affiliated with any brand, then there’s no need to chase after Adx.
Google AdSense has already been created for such websites, so that this website can monetize its content. You might think that having 100k, 200k, or 500k monthly website visitors is a lot, but that doesn’t mean Adx advertisers will automatically come to your site to run ads. AdSense is designed for small and lesser-known websites to help them earn money from their content.
Conclusion
AdSense ensures that your ad spaces are always filled as it attracts small advertisers who are promoting their small businesses, startups or running re-marketing campaigns to run ads on your website. And you don’t have to worry about finding other ways to fill your ad space. So don’t run after Adx.
