AdSense is a beautiful thing, especially for clearly focused sites that enjoy a reasonable amount of traffic. Once started, AdSense provides easy revenue — sometimes the primary revenue — for information sites. And getting started is simple if you have a basic familiarity with HTML, updating Web pages, and uploading changes to the site server. AdSense is a bit more technical than AdWords, but once launched on your pages, it steams along on its own for the most part, generating passive income. (You are passive while the income, which can be remarkably active, rolls in.) This Rubric extends the overview of Rubric 11 into a tutorial in opening an AdSense account, creating the necessary HTML code, customizing the ads you publish, and viewing your account's performance reports. Rubric 13 is more advanced, delving into finer customization, page-design issues, performance strategies, ad filtering, and optimization.
Joining AdSense
The first step in becoming an AdSense publisher is applying for and starting an AdSense account. As with AdWords, opening the account doesn't obligate you in any way and doesn't cost a dime. Nothing about AdSense ever costs you anything. The AdSense account never requires your credit card information but you must at some point supply tax information so that Google can pay you. That information consists essentially of your tax ID number or Social Security number. (The latter is the appropriate identifier for sole proprietors and small-business operators with no employees.) You use the W-9 form to convey this information to Google. You may fill out and submit that form online or mail a paper version of the form through an anachronistic institution known as the "post office." AdSense offers three significant features: Performance reports. Use your account to check the number of AdSense ad displays at your pages, the number of clickthroughs, the clickthrough rate (CTR), and your earnings. This information can be delineated by date range. Payment reports. Use this section to check your history of payments received. Google pays monthly, whenever $100 or more is due. HTML code for ad layouts. This section provides HTML code for all available ad layouts and color palettes. If Google doesn't know you through the AdWords program, you must apply for an AdSense account. The application process takes only a few minutes, but the acceptance process and opening the account can take up to three days. If you're an AdWords advertiser and use the same password for the AdWords and AdSense accounts, your AdSense account starts immediately. To get going, follow these steps: 1. Go to the AdSense home page here: www.google.com/adsense 2. Click the Click Here to Apply button. 3. Fill in the Email address and Password fields, and then click the Continue button. If you have an AdWords account, you may use its e-mail address and password for your AdSense account. If you don't have an AdWords account, you must enter your e-mail address and create a password, though it can be the same password you use for any other Google account, such as a Google Answers account. For this series of steps, I assume that you don't have an AdWords account. 4. Fill in all the information required on this page and click the Submit button. Included here is an opt-out check box for periodic newsletters from Google. Don't worry about spam; Google is the least spammy company I know. Frankly, I wish it would send more e-mail. 5. Open the e-mail verification from Google and click the supplied link. This standard e-mail verification procedure lets Google know that you're for real. 6. Wait for Google's acceptance e-mail. After you receive that, you can log in to AdSense with the password you chose in Step 3. If you open your AdSense account as an AdWords user, with the same e-mail and password combination, Google skips the formal application procedure through e-mail just described. Instead, Google assumes you're legit and takes you directly to your new AdSense account. Along the way, Google lets you fill out the necessary tax information. Starting your account this way, as an AdWords user, gets you off to a quicker start. If you have an AdWords account, I can think of no reason to open an AdSense account as a new user instead. Even if you own more than one site, and intend to publish AdSense ads on all your domains, open just one account. If you start a new account for each site, and if Google connects the dots between them, your accounts might all be closed. Some AdSense users do have multiple accounts that they procured by writing Google for special permission. If you want to try acquiring your own permission after opening one account, use the Contact Us link on your account pages. The purpose of running multiple accounts is to separate the reporting of different sites, because AdSense currently lumps everything into one set of reports. The account doesn't distinguish Web sites owned by the account holder, even though the account holder is perfectly free to create and paste AdSense code into any site he or she owns. Help is on the way. Google recognizes the demand for site-specific accounting and is working to provide it.
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