Top 5 things you should know about invalid clicks

During the AdSense team’s recent policy webinars, a number of publishers posted questions on our Google Moderator page about invalid click activity and the resources available to help them protect their accounts. We’ve brought in experts from the Ad Traffic Quality team to address your top questions about invalid clicks here in this post today.

As a quick introduction, our responsibility on the Ad Traffic Quality team is to monitor traffic across Google’s ad network and prevent advertisers from paying for invalid traffic. We’ve recently launched an in-depth Ad Traffic Quality Resource Center, a site designed for both advertisers and publishers to learn more about invalid clicks. This site also aggregates various resources that help you learn about invalid clicks and maintain a successful AdWords or AdSense account. Please note that the resource center is currently only in English, but will be available in all languages shortly.

Now, onto the top 5 topics that publishers most frequently ask about, and some guidance from our team:  

1. Monitoring your ad traffic 

There’s a lot that you can and should do to monitor your site’s traffic and prevent it from receiving invalid activity. You can find all of our suggestions and best practices listed in our Help Center. If at any time you’d like to report something suspicious, feel free to contact us using this form.

2. Returning earnings to our advertisers

Protecting our advertisers' interests by monitoring invalid click activity is one of the key ways we strive to keep the network a balanced ecosystem where users, publishers, and advertisers can all grow and thrive together. To protect the integrity of our advertising environment, we return earnings from disabled AdSense accounts to affected advertisers, as stated in our Disabled Account FAQ.

3. Our mechanisms catch on to trends

Google uses real-time detection and filtering systems to examine each click on an AdWords ad. We look at numerous data points for each click, including the time of the click, any duplicate clicks, and various other click patterns. Our system then analyzes these factors to isolate and filter out potentially invalid clicks before they ever reach your account reports. Our engineers are constantly improving our monitoring technology, enhancing filters, and examining a growing set of signals.

In addition to our automated click protection techniques, we have a team that uses specialized tools and techniques to examine individual instances of invalid clicks. When our system detects potentially invalid clicks, a member of this team examines the affected account to glean important information about the source of the potentially invalid clicks.

4. How we determine sabotage

Sabotage, which some publishers refer to as ‘click bombing’, is an act committed by a third party to generate invalid activity on a publisher’s ads without their knowledge or permission. Although this topic often comes up on our forums and in the questions we’ve received, we’ve found that click bombing represents only a small fraction of invalid activity. As mentioned in point #3, we’re constantly improving our detection systems to identify these patterns of sabotage and filter them as invalid. We’re committed to protecting our publishers as well as our advertisers, as our goal is to grow the network while continuing to ensure that it is safe and enjoyable for all.

5. You can contact us if you feel your account was wrongfully disabled

We want to work with you and provide you as many resources as we can to resolve issues you may have. If your account has been disabled and you feel that the decision was made in error, we have a process for appealing the decision in your account. For more information, see our Help Center.

Posted by the Ad Traffic Quality Team

Happy Thanksgiving

Tomorrow is Thanksgiving Day in the U.S so we’d like to take this opportunity to thank all of you for your dedicated participation in the AdSense program.

(artwork courtesy of Sofia Andrianakou)

Wishing our U.S. publishers a happy and turkey-filled Thanksgiving!

Posted by Jamie Firkus - Inside AdSense Team

Turkeys and taxes

The NBA season may be unusually absent at this time of year, but thankfully we can still count on Thanksgiving, Black Friday, and oh yes... preparation for taxes. Before falling asleep next to a warm fireplace with a belly full of savory delicacies and sugary sweets, be sure to log in to your AdSense account to double-check your address. To ensure that your AdSense account reflects your current tax standing, you may even re-submit your tax information. We’ll soon be using the information in your AdSense account to generate your tax forms for 2011, so you’ll want to make sure that the information we have is correct.

Remember, you’ll only receive a tax form 1099-MISC from us if you're a U.S. publisher and you meet either of the following requirements:

• You submitted a Form W-9, are not a corporation, and were paid at least US $600 in 2011
• You indicated that you are subject to backup withholding and had taxes withheld

Enjoy the festivities!

Posted by Sharlene Su - AdSense Payments team

AdSense crawler errors: Check your robots.txt file for improved ad targeting and relevancy

This is the first post in our two-part AdSense Crawler Errors series.

There are many ways that publishers can go about optimizing their site for AdSense; opting-in to text/image ads, upgrading to our preferred ad formats, and increasing ad coverage across a site are just a few of the more well-known ones. But did you know that there’s another straightforward optimization tip that many publishers often overlook?

A bit of context
Your site’s robots.txt file essentially acts as a gatekeeper that determines which web crawlers, web robots, and search engines have access to your site and which do not. Those that are granted permission can do things like view your pages and index your site. Those that don’t have permission are not able to view or index specific sections of your site, depending on what you’ve specified.

AdSense ads are displayed through the use of an AdSense web crawler. That crawler scans your page’s content and determines which ads to display, according to specific keywords. If our AdSense crawler is being blocked by your robots.txt file, we’re going to have a difficult time displaying relevant ads on your site. As a result, your users may see less relevant ads, which can lead to a lower CTR.

How you can help yourself
View the contents of your robots.txt file by going to [yourdomain.com]/robots.txt.  (If you have a subdomain, it likely has a robots.txt file as well, located at [sub.yourdomain.com]/robots.txt.) Be sure that the file is configured to allow our AdSense ad crawler to view your site. You can do that by simply adding the following two lines to the very top of the file:

User-agent: Mediapartners-Google
Disallow:

This will ensure that our AdSense ad crawler can access your site and will help display more relevant ads. As a result, you can potentially benefit from increased ad revenue. Please note that making this change will not impact your Google search rankings. Adding these two lines to your robots.txt file will only help to deliver better, more relevant ads to pages with AdSense code already on them. Pages that don’t have AdSense ad code will not be affected.

If you have URLs with any errors, you can see what they are by logging into your AdSense account and clicking on ‘Account Settings’ from the home page. From there, click on ‘View errors’ under ‘Access and Authorization.’

Stay tuned for the second post in our AdSense Crawler Errors series, where we’ll cover crawler login issues and how you can solve them.

Posted by Andrew Boni - Inside AdSense Team

New Layout for the Help Center

As AdSense has developed over years, the Help Center has also grown to help you answer your questions and learn more about AdSense. With continuous updates and articles being added regularly, however, the Help Center became increasingly difficult to navigate. Today we’re pleased to announce a redesigned Help Center, making it easier for you to access materials to answer your questions.  We’re excited to share some of the changes we have made to make the Help Center more user friendly.

With the new layout, you can quickly move through topics to answers and in the left navigation bar, you'll see all articles related to the same topic. The links along the top that show you how you've progressed through topics will help you navigate more quickly. In addition, we've reorganized help articles based on the task you're trying to accomplish. We hope that this will cut down the time it takes you to find the article you're looking for, make it much easier to find that content, and help you learn about AdSense.

In the new layout, you’ll recognize that we have four separate sections:

• Learn about AdSense contains all help articles organized by category.
• Fix an issue is for publishers that have a specific question.
• Additional resources in the right navigation bar has more useful information about AdSense.
• Get Started in the left navigation bar has basic information about AdSense and how to get started.

For security reasons, some forms require publishers to login. Thus, we recommend that you login to your account while you are visiting the Help Center, especially the “Fix an issue” section.

In the coming weeks, you may notice more design and layout changes that will make your Help Center experience even better. Combined with the new Help Center organization, we hope that these ongoing design changes will make your learning experience in the Help Center more enjoyable, efficient, and useful.

Posted by Özge Kökçü, AdSense Help Center Lead

Policy Tips - Creating unique and valuable content

We enjoyed reading all your comments from our blog post on family-safe content. Today we’d like to shed some light on how to expand your business and attract more visitors by creating sites with unique and valuable content. This topic is one of our most asked about policies from publishers, and is often misunderstood because of the varying perspectives on what is considered unique and relevant content.

Creating a useful and information-rich site is essential to the AdSense business model to generate long-term revenue growth for publishers and to maintain a quality network. Not only does this enhance the user experience so your visitors stay longer to browse and possibly click on a relevant ad, but it also helps keep your account in good standing. Webmasters who clearly and accurately describe their content provide a much better user experience, and subsequently enjoy better ranking than those who spend their time looking for loopholes they can exploit in the quality guidelines.

Copying content from other sites, auto-generating content, or rewriting content from other publications and monetizing these types of pages without permission or the necessary legal rights to do so is considered a violation of our program policies. If you see an article with content that you think would be interesting to share, or that you’re particularly passionate about, don’t copy it. Instead, write your own opinion regarding the issue. We love seeing the original and valuable content you come up with and we’ve found that our most successful partners are the ones that have developed a unique voice.

Some other things to keep in mind are to structure the layout of your site as intuitively as possible and to avoid confusing implementations that may unnaturally lead users to click on your ads or artificially inflate your impressions. Our policies around unique content also do not allow filling a page with keywords that are designed only to manipulate the targeting system and have no relation to the content or audience of the page. This practice results in badly matched ads, as well as a poor user experience. By adding unique content and services to your site, users will remember the added value and be more likely to visit again.

When creating a site, make the focal point about your users, not about search engine rankings or generating more clicks on ads. At Google, we grow our business with the notion “Focus on the users, and all else will follow,” and we hope you can also grow your business with us by following the same principle. Let’s make the AdSense network a clean and balanced environment, where you, the publishers, can grow together with users and advertisers.

Posted by Arudea Mahartianto, AdSense Policy Team

Ad serving explained

As an AdSense publisher, you know that the ad revenue you’re earning from your site is important to maintaining and growing your online business. In addition to AdSense, are you also using other ad networks on your pages or selling some of your ad space directly to specific advertisers?

If so, you may have found that it can be time-consuming to determine and manage when and where your ads should show, in order for you to earn the most money possible. And if an advertiser has very specific requirements for their campaigns -- such as only appearing during a certain time of day or only to users located in a certain country -- it can be challenging to fulfill these types of requests.

That’s where an ad server like DoubleClick for Publishers (DFP) Small Business can help. An ad server helps you deliver ads to your pages, allowing you to manage ads from AdSense, multiple ad networks, and directly sold ads. Watch our introductory video below to learn more:



If you’ve started using multiple ad networks or have started receiving requests from advertisers to place their ads on your site directly, DFP Small Business is a great solution. Sign up for a free account, or visit our Help Center to learn more.

Posted by Arlene Lee - Inside AdSense Team

Understanding eCPM and RPM

Recently, we’ve heard some questions about the difference between eCPM (effective cost per thousand impressions) and RPM (revenue per thousand impressions), as the older AdSense interface references eCPM and the newer version shows RPM. We’d like to clarify and let you know that the terms are referring to the same thing: both eCPM and RPM represent your estimated earnings for every 1000 impressions. To calculate this figure, divide your estimated earnings by the number of page views, impressions or queries that you received, then multiply by 1000. For example, if you earned an estimated $0.20 from 50 page views, then your page eCPM or RPM would equal ($0.20 / 50) * 1000 or $4.00.

Formula:
eCPM or RPM = (Estimated earnings / Number of page views) * 1000

To avoid confusion in the future, we’ll work to use only one term (RPM). RPM is a commonly used metric in advertising programs, and you may find it helpful for comparing revenue across different channels. You can learn a lot more about using RPM in our two part blog series (part 1 and part 2).

Posted by Jamie Firkus - Inside AdSense Team

Updates on the AdSense mobile interface and low bandwidth version

If you’ve tried out the mobile-optimized AdSense interface that we launched in March, you know that it gives you quick access to important information from your account including earnings, basic reports and some alerts, without the need for Flash. Starting today, you can access this same interface from most desktop browsers as a low bandwidth version -- this is particularly helpful if you’re using a slower internet connection. You can toggle between the the different versions by clicking the links “Classic / Low bandwidth” in the top right corner of the screen. Please note that your preferences are saved for both mobile and desktop versions. For example if you’ve accessed the low bandwidth version from your desktop, we will show you this interface first the next time you log into your account.

When you use the mobile interface or low bandwidth version and navigate to the Home tab, you’ll be able to see your estimated and finalized earnings, quick links to standard and saved reports, and account alerts. In the Reports tab, you’ll find quick reports (aggregated data for 7 days, 30 days, current month, last month) and your saved reports. In addition, you now have more insights on earnings as you can see data on Page Views, Clicks, Page CTR, CPC, Page RPM and Estimated earnings in a table underneath the earnings graph.

Stay tuned for more new features to come in the future. In the meantime, try the enhanced mobile-optimized and low bandwidth AdSense interface. As always, you can find more information in our Help Center.

Posted by William Montgomery -- AdSense Engineering