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Google Confidential and Proprietary

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Google Confidential and Proprietary

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3 Google Confidential and Proprietary

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AdSense for content

AdSense for search

4 Google Confidential and Proprietary

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Google Confidential and Proprietary

Agenda • &1 & 980 3 /0 D " # ďœ‹ 8 8;0 • 5 ďœ‹ ďœ‹C AdSense D 8; ;D ;! ">1?9 CTR D 8; ;D ;! ">1?9 Impressions D 8; ;D ;! ">1?9 ďœ‹ !567 AE?!D ; &D 8 ;ďœŠ /CPM D 8; ;D ;! ">1?9 CPC D 8; ;D ;! ">1?9">1?9 ďœ‹ ?;Q

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Google Confidential and Proprietary

Agenda • !"# ďœ‹ % & ' • 5 ďœ‹ ďœ‹C AdSense D 8; ;D ;! ">1?9 CTR D 8; ;D ;! ">1?9 Impressions D 8; ;D ;! ">1?9 ďœ‹ !567 AE?!D ; &D 8 ;ďœŠ /CPM D 8; ;D ;! ">1?9 CPC D 8; ;D ;! ">1?9">1?9 ďœ‹ ?;Q

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Google Confidential and Proprietary

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Google Confidential and Proprietary

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Google Confidential and Proprietary

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Google Confidential and Proprietary

Agenda • &1 & 980 3 /0 D " # ďœ‹ 8 8;0 • ()!* !ďœ‹ *! %+ ďœ‹,-* AdSense D 8; ;D ;! ">1?9 CTR D 8; ;D ;! ">1?9 Impressions D 8; ;D ;! ">1?9 ďœ‹ !567 AE?!D ; &D 8 ;ďœŠ /CPM D 8; ;D ;! ">1?9 CPC D 8; ;D ;! ">1?9">1?9 ďœ‹ ?;Q

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Google Confidential and Proprietary

5  C AdSense Display Advertising

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Impressions Other Revenue Sources

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Agenda • &1 & 980 3 /0 D " # ďœ‹ 8 8;0 • 5 ďœ‹ ďœ‹C AdSense ) ' ' 6'7 ! 8 4 CTR D 8; ;D ;! ">1?9 Impressions D 8; ;D ;! ">1?9 ďœ‹ !567 AE?!D ; &D 8 ;ďœŠ /CPM D 8; ;D ;! ">1?9 CPC D 8; ;D ;! ">1?9">1?9 ďœ‹ ?;Q

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Google Confidential and Proprietary

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! %+  = ! %+  CPC + ! %+  CPM + ! %+ -34'5

CTR

Google Confidential and Proprietary

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Source: F-Shaped Pattern for Reading Web Content Jakob Nielsen http://www.useit.com/alertbox/reading_pattern.html

Google Confidential and Proprietary

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Google Confidential and Proprietary

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Google Confidential and Proprietary

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Google Confidential and Proprietary

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Google Confidential and Proprietary

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Google Confidential and Proprietary

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Google Confidential and Proprietary

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Google Confidential and Proprietary

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Google Confidential and Proprietary

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Google Confidential and Proprietary

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Google Confidential and Proprietary

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Google Confidential and Proprietary

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28 Google Confidential and Proprietary

Agenda • &1 & 980 3 /0 D " # ďœ‹ 8 8;0 • 5 ďœ‹ ďœ‹C AdSense D 8; ;D ;! ">1?9 CTR ) ' ' 6'7 ! 8 4 Impressions D 8; ;D ;! ">1?9 ďœ‹ !567 AE?!D ; &D 8 ;ďœŠ /CPM D 8; ;D ;! ">1?9 CPC D 8; ;D ;! ">1?9">1?9 ďœ‹ ?;Q

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Google Confidential and Proprietary

]3; 9 T">1?9 ďœ‹ ďœ‹ 1BE $ďœ‹ ?

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Webmaster Tools

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Impressions

30 Google Confidential and Proprietary

Agenda • &1 & 980 3 /0 D " #  8 8;0 • 5  C AdSense D 8; ;D ;! ">1?9 CTR D 8; ;D ;! ">1?9 Impressions ) ' ' 6'7 ! 8 4 ! %+ # 7(LMN >E47 C' C'*/CPM D 8; ;D ;! ">1?9 CPC D 8; ;D ;! ">1?9">1?9  ?;Q

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Google Confidential and Proprietary

]3; 9 T">1?9   1BE $ ?

(LMN 7 C' C'*/ (LMN CPM

! %+  = ! %+  CPC + ! %+  CPM + ! %+ -34'5

32 Google Confidential and Proprietary

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33 Google Confidential and Proprietary

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Google Confidential and Proprietary

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35 Google Confidential and Proprietary

AdSense Technology - ! ďœ‹ ďœ‹AE?9E@ 1AB12 > ďœ‹ ďœ‹ ďœŠ < ďœ‹ 567 CPC 80 CPM /<ďœ‹0 567 !D ;

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Google Confidential and Proprietary

1BE&3d ďœŠ 3$567

Google Confidential and Proprietary

D ; 9 ! ďœ‹/<ďœ‹0 567

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Google Confidential and Proprietary

1? AE?/<ďœ‹0 567 " #;"9 ? &ďœ‹ ! " "0 ! %&ďœŽ

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Google Confidential and Proprietary

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40 Google Confidential and Proprietary

Agenda • &1 & 980 3 /0 D " # ďœ‹ 8 8;0 • 5 ďœ‹ ďœ‹C AdSense D 8; ;D ;! ">1?9 CTR D 8; ;D ;! ">1?9 Impressions D 8; ;D ;! ">1?9 ďœ‹ !567 AE?!D ; &D 8 ;ďœŠ /CPM ) ' ' 6'7 ! 8 4 CPC D 8; ;D ;! ">1?9">1?9 ďœ‹ ?;Q

• A$A ;;5 $ 5@ 8! 9 • Q&A

Google Confidential and Proprietary

]3; 9 T">1?9   1BE $ ?

CPC

! %+  = ! %+  CPC + ! %+  CPM + ! %+ -34'5

42 Google Confidential and Proprietary

;ďœŠ 8 ! ;% ďœŽ 5 ďœ‹ 468x60 Top

Level

Navigation

C ,ďœ‹- !34-*

300x250

43 Google Confidential and Proprietary

! 567 8 ďœŠ D "@ďœ’;

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44 Google Confidential and Proprietary

]3; 9 T">1?9 ďœ‹ ďœ‹ 1BE $ďœ‹ ?

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! %+ ďœ‹ = ! %+ ďœ‹ CPC + ! %+ ďœ‹ CPM + ! %+ ďœ‹-34'5

45 Google Confidential and Proprietary

Agenda • &1 & 980 3 /0 D " # ďœ‹ 8 8;0 • 5 ďœ‹C AdSense D 8; ;D ;! ">1?9 CTR D 8; ;D ;! ">1?9 Impressions D 8; ;D ;! ">1?9 ďœ‹ !567 AE?!D ; &D 8 ;ďœŠ /CPM D 8; ;D ;! ">1?9 CPC ) ' ' 6'7 ! 8 4 8 4 ! %+ ďœ‹-34'5

• A$A ;;5 $ 5@ 8! 9 • Q&A

Google Confidential and Proprietary

]3; 9 T">1?9 ďœ‹ ďœ‹ 1BE $ďœ‹ ?

! %+ ďœ‹ = ! %+ ďœ‹ CPC + ! %+ ďœ‹ CPM + ! %+ ďœ‹-34'5 •

AFS/CSE

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C'ďœŠ % *7ďœŽ

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47 Google Confidential and Proprietary

;ďœŠ 01 !ďœŽ – ďœ‹@ 5 ;ďœŽ> d;AE? D !3 ďœŠ "&#9AE?

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48 Google Confidential and Proprietary

AdSense for search & >o&1! 9C /< 

Search-Dominant

50%

MixedDominant

LinkDominant

30%

20% Source: Search and You May Find Jakob Nielsen http://www.useit.com/alertbox/9707b.html

Google Confidential and Proprietary

AdSense for Search

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50 Google Confidential and Proprietary

]3; 9 T">1?9 ďœ‹ ďœ‹ 1BE $ďœ‹ ?

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51 Google Confidential and Proprietary

@: ]3;&ďœ‹ AD 3 "> ? ďœ‹ ďœ‹ < ? Display Advertising

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Google Confidential and Proprietary

Agenda • &1 & 980 3 /0 D " # ďœ‹ 8 8;0 • 5 ďœ‹C AdSense D 8; ;D ;! ">1?9 CTR D 8; ;D ;! ">1?9 Impressions D 8; ;D ;! ">1?9 ďœ‹ !567 AE?!D ; &D 8 ;ďœŠ /CPM D 8; ;D ;! ">1?9 CPC D 8; ;D ;! ">1?9">1?9 ďœ‹ ?;Q

• >;> ''(%; %(=! 7! • Q&A

Google Confidential and Proprietary

A$A ;;5 $ 5@ 8! 9 AdSense

;5 $ 5@ 8! 9 www.google.com/adsense/policies

Cďœ‹ !D ; 80 " ? ; C ;! ďœ‹$ 1! www.google.com/adsense/terms

Google Confidential

Google Confidential and Proprietary

54

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Google Confidential

Google Confidential and Proprietary

55

Policy Do’s and Don’ts

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Google Confidential

Google Confidential and Proprietary

56

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Google Confidential and Proprietary

Policy Do’s and Don’ts

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Google Confidential

Google Confidential and Proprietary

58

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Google Confidential

Google Confidential and Proprietary

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Google Confidential and Proprietary

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Q&A

Google Confidential and Proprietary

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Google Confidential and Proprietary

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