Content Versus Search

Google contextual ads appear on web content as in Figure 7-5 when the owner of the web content site signs up with the AdSense program.

Content ads appear on websites that have enrolled in the AdSense program

Figure 7-5. Content ads appear on websites that have enrolled in the AdSense program

Note

See Chapter 6 for a discussion of how well (or poorly) contextual relevance software actually works.

These ads also appear on search results pages, as shown in Figure 7-6.

Entries marked as sponsored (right) are paid ads, while the longer entries on the left are natural search results

Figure 7-6. Entries marked as sponsored (right) are paid ads, while the longer entries on the left are natural search results

Within the Google AdSense program, ads of the first kind are called content ads, and those of the second kind are search ads.

If a user goes to the Google home page and searches, only Google profits from the ads placed on the search results page. If, however, the search originates from an AdSense search unit, like the one shown in Figure 7-7, the owner of the site hosting the search box shares in any proceeds from the search.

When a search box is placed on a content site, ads on the search results page are profitable to the site owner

Figure 7-7. When a search box is placed on a content site, ads on the search results page are profitable to the site owner

See Chapter 8 for information about adding a search box to your site, and Chapter 10 for a comparison of content and search ads from the viewpoint of an advertiser.