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Google AdSense ™ FOR DUMmIES ‰ by Jerri Ledford Google AdSense ™ FOR DUMmIES ‰ by Jerri Ledford Google AdSense™ For Dummies® Published by Wiley Publishing, Inc. 111 River Street Hoboken, NJ 07030-5774 www.wiley.com Copyright © 2008 by Wiley Publishing, Inc., Indianapolis, Indiana Published by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permit- ted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Legal Department, Wiley Publishing, Inc., 10475 Crosspoint Blvd., Indianapolis, IN 46256, (317) 572-3447, fax (317) 572-4355, or online at http://www.wiley.com/go/permissions. Trademarks: Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affi liates in the United States and other countries, and may not be used without written permission. Google and AdSense are registered trademarks of Google, Inc. All other trademarks are the property of their respective owners. Wiley Publishing, Inc., is not associated with any product or vendor mentioned in this book. LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITH- OUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE CREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES CONTAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OR OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OF A COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZATION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OF FUR- THER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THE INFOR- MATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY MAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORK MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT IS READ. For general information on our other products and services, please contact our Customer Care Department within the U.S. at 800-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002. For technical support, please visit www.wiley.com/techsupport. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. Library of Congress Control Number: 2008930527 ISBN: 978-0-470-29289-1 Manufactured in the United States of America 10 9 8 7 6 5 4 3 2 1 About the Author Jerri Ledford has been a freelance business technology writer for over 15 years. During that time, she’s written 14 books, and over 700 of her articles, profi les, news stories, and reports have appeared online and in print. Her publishing credits include: Intelligent Enterprise, Network World, Information Security Magazine, DCM Magazine, CRM Magazine, and IT Manager’s Journal. She develops and teaches technology training courses for both consumer and business users, including courses on security, customer service, career skills, and various technologies. When she’s not writing for a consumer audience, Jerri also produces corporate collateral — white papers, case studies, Web content, templates, help documents, and presentations. Her corporate clients include: Microsoft, Switch & Data, The World Health Organization, FujiFilm, Coca-Cola, and NaviSite. In her off-time (which is infrequent), Jerri spends hours reading, gardening, and playing with her electronic gadgets. She’s fondly referred to as “tech support” by friends and family members. Dedication For James because you always believed in me, and for Sean, Jennifer, Kyle, and Brandi because a Mom couldn’t ask for better kids. I love you all ceaselessly. Author’s Acknowledgments Above all else, I thank God for giving me the ability to string two sentences together coherently (sometimes). Because I only reach my full potential sometimes, I thank the team at Wiley that helped make this book what you expect it to be. Paul, Jen, Paul Chaney (acting as tech editor), and all the people in production that put in as much time as I have — thank you. Your input is more valuable than I could ever express. A huge thank you also goes out to Steve Olechowski over at Google. Steve, your last-minute save made you nothing short of a superhero in my book. Thanks so much. My biggest thanks go out to you, the reader. Thanks for reading this book. I hope it helps you realize all the potential of AdSense. Acquisitions and Editorial Senior Project Editor: Paul Levesque Acquisitions Editor: Amy Fandrei Copy Editor: Jennifer Riggs Technical Editor: Paul Chaney Editorial Manager: Leah Cameron Editorial Assistant: Amanda Foxworth Sr. Editorial Assistant: Cherie Case Cartoons: Rich Tennant (www.the5thwave.com) Composition Services Project Coordinator: Kristie Rees Layout and Graphics: Carl Byers, Laura Pence, Christine Williams Proofreaders: Laura L. Bowman, Jessica Kramer Indexer: Potomac Indexing, LLC Publishing and Editorial for Technology Dummies Richard Swadley, Vice President and Executive Group Publisher Andy Cummings, Vice President and Publisher Mary Bednarek, Executive Acquisitions Director Mary C. Corder, Editorial Director Publishing for Consumer Dummies Diane Graves Steele, Vice President and Publisher Composition Services Gerry Fahey, Vice President of Production Services Debbie Stailey, Director of Composition Services Publisher’s Acknowledgments We’re proud of this book; please send us your comments through our online registration form located at www.dummies.com/register/. Some of the people who helped bring this book to market include the following: Contents at a Glance Introduction ................................................................. 1 Part I: AdSense Basics ................................................. 5 Chapter 1: Understanding Google AdSense ....................................................................7 Chapter 2: Getting Started with AdSense .....................................................................15 Chapter 3: Building a Content-Rich Web Site ...............................................................39 Chapter 4: AdSense and Search Engine Optimization .................................................57 Chapter 5: Installing the AdSense Code ........................................................................77 Part II: The Major Players: AdSense for Content, AdSense for Search .................................................. 107 Chapter 6: Building the Right Content ........................................................................109 Chapter 7: Designing the Per fect Content Ad ............................................................129 Chapter 8: Understanding AdSense for Search ..........................................................143 Part III: Other Types of AdSense ............................... 163 Chapter 9: Show Me Some Video (& Other Gadgets) ................................................165 Chapter 10: AdSense for Mobile ...................................................................................187 Chapter 11: AdSense for RSS ........................................................................................199 Chapter 12: The AdSense Referral Program ...............................................................213 Chapter 13: AdSense Your Blog ...................................................................................239 Part IV: AdSense Administration ............................... 253 Chapter 14: Tracking AdSense Responses .................................................................255 Chapter 15: Using AdSense Reports ............................................................................275 Chapter 16: AdSense Revenues ....................................................................................293 Part V: The Part of Tens ........................................... 305 Chapter 17: Ten (Plus Two) Must-Have Tools for AdSense .....................................307 Chapter 18: Ten AdSense Don’ts ..................................................................................317 Chapter 19: Ten Ways to Improve Web Site Traffi c ..................................................327 Index ...................................................................... 337