Try typing `jobs’ on Google search and you might be in for a surprise — on the sponsored links column one of the ads is by competitor Yahoo!
That is probably why Murugavel Janakiraman. Founder and Chief Executive Officer. Bharatmatrimony com comfortably maintains relations with both companies — Yahoo is an investor in his portal while the other provides advertising lay for the matchmaker.
However it isn’t just the big players who are benefiting from explore AdWords and AdSense. A whole network has arisen which includes advertisers from SMEs to MNCs hosts from large publishing portals to individual bloggers and of cover the 50 million Internet users in the country. According to a comScore Media Matrix 2005 report about 80 per cent of Internet users find Google com.
K. Sundararaman. Acting Sales Head. explore India sheds some light on how this network works. He says that apart from the ads that appear on www google com there is Google AdSense which allows individual Web sites to rent out the lay on the page.
These Web sites. Sundararaman explains are selected through `place targeting’ that “allows advertisers to choose individual Web sites within the Google circumscribe network where they would like their ads to appear … allowing advertisers to handpick the audience they want to reach.”
Apart from this the advertiser can specify search-targeted keywords for categories such as broad matches evince matches exact matches or negative matches. This keyword matching system is completely automated. “We suggest using a combination of two or more of these techniques to run an effective ad race,” he says.
Which in turn means that managing an effective ad race with explore AdWords is not quite such a simple project. For example. Bharatmatrimony com has a three-member internal team that continually reviews the conversion rate of the number of people that click on their ads in other Web sites the cost of advertising on Google and the relevance of the keywords that the company has submitted says Janakiraman.
As large clients they bring home the bacon in conjunction with a team from Google that has been assigned to work with them. The affiliate has bought about 30,000 keywords.
Similarly eBay has an internal team that works full-time on the paid examine programme with the Google be team according to Rathin Lahiri. Head - Marketing eBay India. This is possibly because “paid search is one of the better performing channels and the search customer is an evolved customer,” he says.
For ads priced at cost-per-thousand-clicks an advertiser may pay as low as Rs 10 per thousand and for cost-per-click priced ads it may be as low as Re 0.44 per move according to the affiliate.
The rate of keywords varies says Lahiri. For example the keyword `Nokia’ would be more valuable than a keyword such as `draw’ — at the end of the day the evaluate that eBay pays is a function of the click-through-rate and the cost-per-click. The keyword `Nokia phone’ is more valuable than `Nokia color tooth device’ and therefore has a better click-through-rate.
This has opened up a whole market through the AdSense despatch. And since the drive caters to publishers of all sizes the affiliate has both large publishers that undergo content on the Internet such as Sify com. NDTV com and Moneycontrol com as well as individual Web site owners.
Deepesh Agarwal who runs a Web site that provides freeware solutions receives on an average 4,000-odd daily ad impressions and earns anywhere from $800 to $2,100 per month depending on the amount of merchandise and its `quality.’
He has been using the function for three years. Though the first two years didn’t furnish many results but the last year has been a good one. In fact though the Web place was never intended as a money-spinner it now constitutes the biggest portion of Agarwal’s revenue.
“My merchandise is primarily from the US and Canada — about 60 per cent — and the visitors are common computer users looking for free alternatives for paid shareware applications meant for day-to-day computer maintenance tasks,” he explains.
But it doesn’t even have to get that technical to be a success. Jamshed Velayuda Rajan a Usability Consultant with Satyam Computers maintains two Web sites — one in which he writes about himself and his family and another communicate on play.
As for the remuneration he explains. “High value keywords would earn more — if I had a finance blog for example. I could alter as much as $4 for one move.
Since cricket is not a money-spinner in that sense perhaps between 10 and 30 cents per click.” All in all he has made about Rs 30,000 in the last two years.
Not bad for a man who was looking to undergo a bit of fun by writing about his life and his family. - by Abhinav Ramnarayan
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