Google Adsense

Google AdSense displays Google ads on external websites. Operators integrate code and earn per click/impression; ads are chosen based on themes and users through auctions. Rules against click incentives, criticism: Lack of transparency/competition.

With Google Adsense, the American internet company operates an advertising system where the ads from Google Ads are displayed on websites outside of the Google network. For this, the website operator must register for the advertising program and integrate a corresponding plugin on their website. This code enables the search engine to display ads on the website. Only websites that adhere to specific guidelines are accepted as Google Adsense partners, which means, for example, they must be free of pornographic content and offers for alcoholic beverages. Furthermore, it is strictly forbidden to encourage users to click on the ads, as this would artificially increase the revenue from Google Adsense.

Google selects the advertisements from the Ads program based on the theme of the website. The company aims to display relevant ads that also match the personal profile of the visitor. If multiple ads are available at the same time, the auction principle decides—similar to the Ads system in SEA. According to this principle, preference is given to the advertisement with the highest chances of good revenue for the AdSense partner.

What advertisements are there?

There are different types of ads from Google Adsense. A maximum of 3 content blocks, 3 link blocks, and 2 search fields may be placed on a page. One can choose from various types of ads that, for example, fit well with the website's own design.

Text ads

This ad consists of a title, one or two lines of text, and the address of the advertising website. It is available in horizontal, vertical, or square orientation.

Display ads

Display ads are graphic ads and are most eye-catching. They have a maximum size of 150 kB, resulting in a short loading time on websites.

Link blocks

Through this ad, users are directed to a website with a collection of Google ads on a specific topic. When one of the ads is clicked, the website operator receives the revenue.

Rich Media

This refers to interactive ads such as HTML, Flash, or video ads. These draw a lot of attention and can increase the click-through rate.

For whom is Google Adsense worthwhile?

For many webmasters, Google Adsense is a small support for financing the website. Since especially smaller websites or forums have few other sponsors or advertising partners, it is particularly worthwhile for them to run Adsense ads. Excessive advertising on company websites tends to be less well received. The specific earnings are difficult to quantify. However, estimates suggest that 60 to 70 percent of the advertiser's maximum CPC in Google Ads goes to the Adsense partner. It should be noted that although the earnings are not subject to VAT, they must still be reported in the tax return or VAT advance notification.

Criticism of Adsense

Due to the auction for the best advertisement, the concrete costs for the ads can be difficult to estimate, especially since Google withholds a portion of the CPC (Cost-per-Click) as a brokerage fee. Critics often view the advertising system as non-transparent for this reason. Additional points of criticism arise from the auction principle: for instance, Adsense ads might be displayed by a direct competitor on one's own website, which could be counterproductive for the user of the system. The handling of alleged click fraud is also viewed critically. As soon as Google suspects misuse, the partnership is terminated without Adsense users being informed of a specific reason in the termination notice. Since third parties can also copy a page and consequently "steal" the Adsense ads, the misuse does not necessarily have to originate from the partner.