I came across this rather curious message on the top of a forum that I'm not associated with ...

... and it struck me that I've never given a quick intro (in my words) to how Google Ads 'works'.

The Google Ads model

1. Google generates a lot of visitors to its search engine - a huge number of people use it, and they use it when they are looking to find something

2. In order to provide as wide a range of answers as possible, thus encouraging visitors to return, Google lists as many websites as possible and for free. It needs really good content lists, so a crawler called "Googlebot" automatically visits sites and lists pages. Google is also free to the information seeker, as again it wants to build up a heavy and loyal traffic.

3. Commercial Operations want their business to come high in Google's listing and much work is done with "Search Engine Optimisation" by web site builders and maintainers. Indeed, commercial organisations are prepared to pay Google to make them more visible - and that's where AdWords comes in. Companies (and we use the service) place a two line advert with Google, which Google will display on appropriate pages. Three notes:

3a. Google uses a context sensitive placement system so that adversisers can tune their adverts to appear on search results pages which they (the advertiser) will consider relevant.

3b. Payment is on a "pay per click" basis, so that adverts are only paid for when a searcher actually clicks through the advert. This encourages advertisers to sign up, as it's "no interest, no fee". And it's on an an auction / bid system so that the adverts shown on any particular page are those which - broadly speaking - bring Google the highest income per click

3c. Adverts are kept apart from the "line entry" or free listings to encourage a continuing foundation for the search engine.

So why that strange message I started this email with? In order to allow their adverts to reach even more potential customers, Google allow their adverts to also be displayed on other web sites that choose to do so.

4. Web sites that wish to display Google Ads sign up to Google for an advert feed, and then display those adverts.

5. When visitors click through the Google Ads on a third party site, Google is notified of that click through to bill the company who's site has been visited.

6. Google also pays a fee to the third party site that gave them and the adveriser the extra exposure - a financial inducement to carry Adwords on the site.

Back again to that curious message that I stared this post with. What it's really saying is "Look - you're probably not interested in these adverts, but have a look at them anyway so that you get the advertisers to pay me some money!"

---

At Well House Consultants, we do place some advertising with Google through AdWords but we have made a business decision not to include their advertising on our pages. As metrics change, we may find a different balance in the future that leads to a review of this decision in certain techincal areas. It's not "on principle".
(written 2008-05-25)

 G902 - Well House Consultants - Web site techniques, utility and visibility
  [23] Skills and responsibilities - (2004-08-22)
  [32] Web design platoon - (2004-08-29)
  [98] No more 'Error 404' pages. Something better. - (2004-10-24)
  [109] URLs - a service and not a hurdle - (2004-11-04)
  [117] A case of case - (2004-11-14)
  [142] Colour for access - (2004-12-06)
  [165] Implementing an effective site search engine - (2005-01-01)
  [173] Data Mining - (2005-01-09)
  [179] The hunt for unique words - (2005-01-16)
  [182] Your personal Google ranking - (2005-01-19)
  [197] Allow for peak traffic on your web site - (2005-02-01)
  [202] Searching for numbers - (2005-02-04)
  [222] Who are all these visitors? - (2005-02-20)
  [259] Responding to spam - (2005-03-27)
  [261] Putting a form online - (2005-03-29)
  [268] Information request forms, cleaning up spam - (2005-04-05)
  [274] Our most popular resources - (2005-04-10)
  [276] An apology to Mr Boneparte - (2005-04-11)
  [278] Cover all the options - (2005-04-13)
  [284] The Iconish language - (2005-04-19)
  [288] Colour blindness for web developers - (2005-04-22)
  [311] Growth pains - (2005-05-14)
  [314] What language is this written in? - (2005-05-17)
  [320] Ordnance Survey - using a 'Get a map' - (2005-05-22)
  [322] More maps - (2005-05-23)
  [347] Frightening and from-friend viruses and spams - (2005-06-14)
  [348] Graveyard pages - (2005-06-15)
  [369] CMS - the minefield of Choices - (2005-07-05)
  [376] What brings people to my web site? - (2005-07-13)
  [414] Form Madness - (2005-08-14)
  [492] New Navigation Aid - Launch of My Wellho - (2005-11-11)
  [510] Dynamic Web presence - next generation web site - (2005-11-29)
  [528] Getting favicon to work - avoiding common pitfalls - (2005-12-14)
  [533] Bigger Box Campaign - (2005-12-18)
  [649] Denial of Service ''attack'' - (2006-03-17)
  [658] Keeping the visitors happy and browsing - (2006-03-26)
  [681] Mirroring a dynamic site - (2006-04-12)
  [718] Protecting images from theft - (2006-05-12)
  [732] Where is a web site visitor browsing from - (2006-05-24)
  [757] Horse and Python training - (2006-06-12)
  [767] Finding the language preference of a web site visitor - (2006-06-18)
  [800] Effective web campaign? - (2006-07-12)
  [893] Visibility - (2006-10-14)
  [916] Driving customers away - (2006-11-07)
  [976] Santa at the station - (2006-12-09)
  [994] Training on Cascading Style Sheets - (2006-12-17)
  [1015] Search engine placement - long term strategy and success - (2006-12-30)
  [1029] Our search engine placement is dropping. - (2007-01-11)
  [1055] Above the fold - (2007-01-28)
  [1104] Drawing dynamic graphs in PHP - (2007-03-09)
  [1177] Sorting out for a site map - (2007-05-05)
  [1184] Finding resources - some pointers - (2007-05-13)
  [1186] Two new pages / sites - (2007-05-14)
  [1198] From Web to Web 2 - (2007-05-21)
  [1207] Simple but effective use of mod_rewrite (Apache httpd) - (2007-05-27)
  [1212] What brought YOU to our web site? - (2007-06-01)
  [1237] What proportion of our web traffic is robots? - (2007-06-19)
  [1297] Stuffing content into a web page - easy maintainance - (2007-08-09)
  [1437] Above the fold with First Great Western - (2007-11-19)
  [1494] A time to update pictures - (2008-01-03)
  [1505] Script to present commonly used images - PHP - (2008-01-13)
  [1506] Ongoing Image Copyright Issues, PHP and MySQL solutions - (2008-01-14)
  [1513] Perl, PHP or Python? No - Perl AND PHP AND Python! - (2008-01-20)
  [1534] Where in the world / country is my visitor from? - (2008-02-07)
  [1541] Colour, Composition or Content - (2008-02-16)
  [1554] Online hotel reservations - Melksham, Wiltshire (near Bath) - (2008-02-24)
  [1610] PHP course dot co, dot uk - (2008-04-13)
  [1630] To provide external links, or not? - (2008-05-04)
  [1634] Kiss and Book - (2008-05-07)
  [1711] Rapid growth leads to server move - (2008-07-17)
  [1747] Who is watching you? - (2008-08-10)
  [1756] Ever had One of THOSE mornings? - (2008-08-16)
  [1793] Which country does a search engine think you are located in? - (2008-09-11)
  [1797] I have been working hard but I do not expect you noticed - (2008-09-14)
  [1833] Web Bloopers - good form design - avoiding pitfalls - (2008-10-11)
  [1856] A few of my favourite things - (2008-10-26)
  [1888] Find the link - (2008-11-16)
  [1955] How to avoid duplicating web page maintainance - (2008-12-20)
  [1961] Making our things easier to find - (2008-12-26)
  [1970] Plagarism - who is copying my pages? - (2009-01-02)
  [1982] Cooking bodies and URLs - (2009-01-08)
  [2056] Web Site Loading - experiences and some solutions shared - (2009-02-26)
  [2065] Static mirroring through HTTrack, wget and others - (2009-03-03)
  [2225] How important is a front page ranking on a search engine? - (2009-06-09)
  [2332] Formation, des langages Open Source - (2009-08-09)
  [2333] Formaci[83][c2]ón, de los lenguajes de c[83][c2]ódigo abierto - (2009-08-09)
  [2334] Formazione, Open Source computer lingue - (2009-08-09)
  [2335] Ausbildung, die Open-Source-Sprachen - (2009-08-09)
  [2336] Forma[83][c2]ç[83][c2]ão, Open Source computador l[83][c2]ínguas - (2009-08-09)
  [2337] Opleiding, Open Source computertalen - (2009-08-09)
  [2338] Uddannelse, Open Source computer sprog - (2009-08-09)
  [2339] Oppl[83][c2]æring, Open Source datamaskinen spr[83][c2]åk - (2009-08-09)
  [2340] ldning, Open Source dator spr[83][c2]åk - (2009-08-09)
  [2341] Koulutus, Open Source tietokone kielill[83][c2]ä - (2009-08-09)
  [2389] Writing with our customers words - (2009-09-01)
  [2410] Removal of technical resources from this site - (2009-09-19)
  [2519] Status Page / breaks of service in early December - (2009-11-30)
  [2532] Analysing Google arrivals by country of origin - (2009-12-10)
  [2552] Web site traffic - real users, or just noise? - (2009-12-26)
  [2569] How to run a successful online poll / petition / survey / consultation - (2010-01-10)
  [2668] Is it worth it? - (2010-03-09)
  [2981] How to set up short and meaningfull alternative URLs - (2010-10-02)
  [3022] Retaining web site visitors - reducing the one page wonders - (2010-10-31)
  [3087] Making the most of critical emails - reading behind the scene - (2010-12-16)
  [3149] Looking back at www.wellho.net - (2011-01-28)
  [3197] Finding and diverting image requests from rogue domains - (2011-03-08)
  [3367] Google +1 - what is it? - (2011-07-22)
  [3426] Automed web site testing scripted in Ruby using watir-webdriver - (2011-09-09)
  [3491] Who is knocking at your web site door? Are you well set up to deal with allcomers? - (2011-10-21)
  [3532] Sharing the user experience - designing a form with the customer in mind - (2011-11-29)
  [3554] Learning more about our web site - and learning how to learn about yours - (2011-12-17)
  [3563] How big is a web page these days? Does the size of your pages matter? - (2011-12-26)
  [3589] Promoting a single one of your domains on the search engines - (2012-01-22)
  [3623] Some TestWise examples - helping use Ruby code to check your web site operation - (2012-02-24)
  [3734] QR codes with marketing logos embedded - (2012-05-16)
  [3744] Short Web Addresses for Melksham - (2012-05-30)
  [3745] Legal change - You need to obtain user consent if you use cookies on your website - (2012-06-01)
  [3776] Some traps it's so easy to fall into in designing your web site - (2012-06-23)
  [3896] An email marathon - (2012-10-15)
  [3974] TV show appearance - how does it effect your web site? - (2013-01-13)
  [4001] Helping search engines with appropriate 400 error codes - (2013-02-11)
  [4076] Web site - fully back! - (2013-04-29)
  [4115] More or less back - what happened to our server the other day - (2013-06-14)
  [4136] How do I post automatically from a PHP script to my Twitter account? - (2013-07-10)
  [4239] Facebook marketing - early experiences - (2014-01-19)
  [4376] Well House Consultants, Well House Manor, First Great Western Coffee shop, TransWilts / 2014 web site reports - (2015-01-01)
  [4401] Selecting RECENT and POPULAR news and trends for your web site users - (2015-01-19)
  [4474] Effect on external factors on traffic to our web sites - an update - (2015-04-26)
  [4492] Almost so wrong, but perhaps it's right for some? - (2015-05-11)

Back to Old Sarum airfield brings back fond memories

Previous and next or Horse's mouth home

Forward to The old sayings are the best (FSB)

Farewell, Newcastle to Stavanger, Haugsund and Bergen
Be careful of misreading server statistics
A date for your diary - 16th July 2008
The old sayings are the best (FSB)
How do Google Ads work?
Old Sarum airfield brings back fond memories
ls command - favourite options
Looking for files with certain characteristics (Linux / Unix)
Easy conversion - image formats, currencies and distances
The tourists guide to Linux