Social Media Mavens / Experts

Google AdSense has long held a status as being the leader in contextual advertising. We’ve seen companies come and go, but Google seems to stay right up there on top. Despite some fluctuations in the Google profits in the first quarter of 2008 and the last quarter of 2007, AdSense continues to stand the test of time, and I could be wrong, but I’m pretty sure it’s not going anywhere anytime soon. There are some companies trying to emulate the Google AdSense success, but most are failing. They are failing because of the very bad ad-quality that exists in their system, this is something which they ultimately cannot resolve unless they get better advertisers.

Why Did AdSense Revenues Fall? And Why You Shouldn’t Be Worried. This is some very simplistic logic that the media failed to grasp when reporting about the recent drop in AdSense click-through rates. Google decided that it is only fair to give the advertiser’s a greater opportunity for more genuine clicks, and I totally understand this. So they reduced the amount of white space that can be clicked around a typical AdSense Ad. Previously the whole AdSense block could be clicked on, but this led to false and accidental clicks, so now, more valid clicks are being recorded, hence a marginal decrease in revenue as a result of less accidental clicks.

Google AdSense Has Some Competition: There are quite a few companies wanting to reap profits from the contextual advertising market, and why not, it is quite lucrative. The contextual advertising competition are companies like Yahoo Publisher Network, Microsoft Ad Center, IndustryBrains, ContextWeb and Quigo (AdSonar) technologies. Then there are the in-text contextual advertising companies whom also serve as a bit of competition to Google AdSense for publishers who are seeking a different experience, the major ones to date are Kontera, IntelliTXT, Vibrant Media and more recently Amazon Links and Chitika Linx.

The Problem with Google AdSense, You May Want To Get Packing…Yes, there is a problem with AdSense, quite a big problem actually. AdSense currently has a huge amount of advertisers in their database (directory). Some of these advertisers lead you to sites that are utterly disgusting and unworthy of a click. The problems lies herein, AdSense is being filled by less trustworthy and less reliable sites, you’re beginning to be brought to random sites that seem very scam-like and gray area. The other companies I mentioned above tend to have more quality advertisers because they target high profiles news and celebrity sites as opposed to blogs and smaller sites.

New Technologies Being Rolled Out By Google AdSense Developers, As Google tries to combat a few problems such as click-fraud and ad quality (which is what they are well renown for), new technologies are continually being unveiled. A recent update saw AdSense publishers being able to select various ads they wanted to be displayed and not allow other ads to be displayed, I think this is certainly a move in the right direction. Webmasters want to have a certain amount of control over what gets shown on their sites, so it is only logical to allow this to occur.

Google AdSense and The Future: The future for Google AdSense is still looking quite good, despite these problems mentioned above. The competing companies are failing to reap considerable profits as a result of a bad business model. Google has grown and developed into a huge company, they are backed by a range of profitable networks and services of their own. Other companies don’t have a firm foundation that they can rely on, they rely on a sole service which they provide, therefore they can’t sustain themselves in harsh times, they are bound to fail or not be very profitable.

Do You Think Google Is Still A Leader In Contextual Advertising? Why?

Comment here…

News and magazine publishers are already using the wildly popular site Twitter to distribute their content online. If you are unfamiliar with Twitter, check out our What is Twitter? blog post from yesterday that explains why and how publishers are using Twitter to distribute their content. PCMagazine.com also has a fairly in-depth review.

Bloggers are doing incredibly well on Twitter, but we thought we’d focus this article more on traditional print publishers. Twitter is a no-brainer for any publisher who is trying to step up their game on the Internet. If you have an RSS feed, you can instantly be connected to anyone on Twitter that chooses to follow you. Here are some traditional print publishers who are using Twitter to increase their online presence:

The New York Times: (3,390 followers)  Updates every half an hour automatically with the latest story title and link back to the article on their website.

Craft: Magazine: (642 followers) Automatically feeds their HOW TO and blog articles with titles and a link back to the article on their website.

Washingtonian Magazine: (68 followers) Has a “voice”; of Washingtonian that talks about current events within the magazine, upcoming interviews and articles, and links back to specially selected articles and guides.

CityWeekend (49 followers) Has a “voice”; of City Weekend that “tweets” new job listings and magazine updates.

PCMagazine (38 followers) Started a PC Gaming Twitter that feeds from the gaming section of the website.

New Media Age Magazine – (34 followers) Automatically feeds the latest media news that includes the article title and a link back to the article on their website.

Yankee Magazine – (29 followers) Automatically feeds the latest new england news that includes the article title and a link back to the article on their website.

OK! Magazine: (24 followers) Automatically feeds the latest celebrity gossip that includes the article title and a link back to the article on their website.

Other magazines such as InStyle have a good amount of followers, but they don’t update their feed. With something as simple as TwitterFeed available, they could be banking on that audience. A “follower”, by the way, is a person who is subscribed to your Twitter account and gets your updates amongst the rest of their other friend updates.

Personalizing your Twitter feed increases followers

There are also other approaches being taken by the industry including personal Twitter accounts by the publishers themselves. Bill Palmer from iProng Magazine has racked up 2,098 followers, and even Carlos Gutiérrez who is an editor at PC Magazine has 228 followers.

Personalization is obviously key here and if you have someone you trust to be the “voice”; of your publication, you should be nudging him or her towards Twitter.com.

What online publishers are saying about Twitter

We recently started talking to the co-author of the upcoming Twitter Handbook, Warren Whitlock (who Mequoda’s own Editor & Publisher Amanda MacArthur happened to have met on Twitter). After a few exchanged emails, Amanda asked him how he thought traditional publishers should be using Twitter.

“I’m currently co-authoring a book on Twitter (TwitterHandbook.com) with a colleague I met on MySpace and introduced to Twitter. The open collaboration has now involved hundreds of people and we have had offers other publishing deals based on the buzz we are creating. Twitter is a fantastic tool for connecting with the media people that are using it. I’ve done several interviews based on connections made on Twitter. In on promotional experiment, I offered a few copies of a new book. In minutes, we had people talking about the subject of the book, and telling their followers about the promotion.”;

Whitlock feels, however that it’s important to engage your community. He told us “The best use of Twitter is when I listen. I open the feed of people I’m following and get news fast, a feel for what is important in other parts of the nation and world and see new opportunities. I read with an eye towards helping my friends. When I see a question, I answer. When there is an interesting blog link, I go read and comment, adding as much value as I can in a couple of minutes to build relationships with others. When I engage in the community, listen to them and respond, I find that a simple link to my blog entry, or question about a project gets immediate response from real friends. In the past few months, I’ve gained hundreds of friends. Met up with some at live events, talked to many by phone, and done business with a few.”;

David Berlind from ZDNet, in an article he wrote on the “Twitterization of mainstream media“; said, “Publishing one-liners takes only as long as it takes to type the one-liner. Subscribing to a source of one-liners the way an investor might subscribe to Bloomberg’s information services takes only seconds as well. Whereas Bloomberg puts a sophisticated system in the hands of an exclusive group of people on a private network, Twitter and Pownce make such a system available to everyone on the Web.

Twitter tools that make it easy:

Twhirl: A Twitter client that looks like an instant messenger and makes it incredibly easy to update from your desktop, post links and respond to other Twitterers.

Twitter Updater WordPress Plugin- A plugin that sends a “tweet” to your followers every time you post a blog using tinyurl technology.

TwitterFeed - Automatically streams your RSS feed into Twitter and posts with your article name followed by a tinyurl link to your article.