Google AdSense is a cross platform web based application developed by Google for online advertisement. Web site owners can make use of Google AdSense to fulfill their need of electronic advertisement. The web site owners need to enroll and then enjoy text, image and video advertisements in their websites. The revenue is generated either on pay per click or pay per impression basis.

Advertisements by Google AdSense are less intrusive by nature than banner and advertisement content is very often relevant to the owners' web sites. Google AdSense makes use of the JavaScript to incorporate the advertisement in a website. In a situation where Media bots have not yet crawled through the web site, Google AdSense will temporarily display the advertisement for charity and is then known as Public Service Announcement (PSA).

Web site owners use AdSense to monetize the web content. AdSense finds more importance among small web sites which does not have enough funds and resources for the development of advertising sales programs and also for appointing sales person. The richer the web content is the better is the performance of Google AdSense.

In order to increase the revenue from AdSense, various web masters can use any of the following techniques or can even use all of these:

• Increase traffic to their site by various optimization techniques.
• Add extremely rich content and attract Google AdSense ads.

Modus Operandi of Google AdSense :

• The Google AdSense JavaScript code is inserted in the webpage by the web masters.
• An IFrame is created by the JavaScript code with the help of src attribute (set to the URL of the page) whenever the page is visited.
• Google Server uses page cache and determines keywords of high value. This happens in case of contextual advertisements. Keywords are based on the bidding system of AdWords.
• When it is site targeted ad, the advertisers chooses the target pages and the payments are based on either cost per mile (CPM) or they choose the pay for every 1000 ads displayed.
• Whenever a visitor downloads the referred software or subscribes to the services referred, Google sends money to the account of the advertiser.
• Google AdSense code is a JavaScript code which is sent to the web browser whenever a page (containing the code) is requested. It is therefore possible for other site owners to copy the code into their web pages. Google prevents this fraud by ignoring clicks from pages apart from the ones which are specified.

Criticism :

Google AdSense is criticized by certain Search Engine Optimization firms on the basis of 'click frauds'. A rival company may deliberately click on the ads of the other company to pull up its costs. Also web masters publishing Google AdSense can be victimized by a lifelong ban without clear justification.

No matter what, Google AdSense remains as one of the most innovative web-based advertisement application and will continue to serve the various purpose (specially advertising needs) of the web site owners in a simple and effective way.