The Progression of Google Google has come a long way in understanding needs of publishers and webmasters. Google now offers a system that allows full ad customization. Webmasters can choose from twelve text ad formats and can customize Google advertisements to complement their website and fit into existing webpage layout. The options provided allow webmasters to select and create custom color palettes that match an existing website's color scheme, making ads a much more natural fit.

Many sites have been able to integrate ads into their site design using different ad formats.

Sample sites with integrated ads:

Investing Partners - http://www.investing-partners.com Podcasting Tools - http://www.podcasting-tools.com . RSS Network - http://www.rss-network.com

Online Reports Google recently took a huge step forward, providing publishers ability to track their earnings based on webmaster-defined channels. Recent improvements to Google AdSense reporting have resulted in webmasters having capability to monitor an ad's performance with customizable online reports that can detail page impressions, clicks and click-through rates. Webmasters now have ability to track specific ad formats, colors and pages within a website. Webmasters can quickly spot and track trends. The new flexible reporting tools allows webmasters to group web pages by URL, domain, ad type or category, providing webmasters insight into what pages, ads and domains are performing best.

Reporting is real-time, allowing webmasters to quickly assess effectiveness of any changes. The new reporting makes it significantly easier for webmasters to optimize and increase click-through rates. Optional reporting allows webmasters to monitor traffic, viewing both ad impressions and page impressions.

Advertisers realize benefits associated with having their ads served on targeted websites, increasing likelihood that a prospective web surfer will have an interest in their product or service.

Truth Still Not Revealed Google still does not reveal what percentage of advertising revenue earned is paid to webmaster serving ads, but they have made strides related to disclosure, recently lifting ban preventing webmasters from disclosing amount they earn through serving Google ads.

If you plan to rank high with Search Engines, you have to follow their dictate on what code (programming language) is used for your site. This is because, high ranking requires Search Engine friendly code. Thus, all cool scripts, animations, and newest technology are a no-no because Search Engines aren't trying to keep up with technology to be able to read code and index it's message.

Are you aware that unless you place a robot.txt file in root of your web site advising Search Engines where they can index, that they have their robots invade every nook and cranny of your web site collecting information? Did anyone ask you for your consent prior to their invading your data? Nobody asked me.

Now I know it may seem as though I'm anti-Search Engine, but I'm not. On contrary, I recognize need for some sort of protection from Search Engine spamming by over- zealous persons trying to be number one on list. However, I think Search Engines are going about it wrong. And, I believe Search Engines should be regulated.

I believe it's time to turn clock back a little. I believe a URL need only be listed one time. The exception to this rule would be a paid for enhanced listing that could be graphical and be a portion of, to a full page advertisement. Funny, it sounds like "Yellow Pages" doesn't it? Then I'd make Search Engines more locale specific. That way you could be listed in a local, state, national, and/or international directory. But regardless of all else I would ensure that every web site that submitted their URL had their site listed.

There would be no "sandbox," no "penalties," and "no dictates on site construction, content, or any other variable that restricts anyone in any way." A few years back, web sites were indexed and added to directories based upon their "KEYWORDS" and "DESCRIPTION" META TAGS. That is as it should be still. And, if anyone is going to apply a rating or ranking to a web site it would most certainly not be Search Engine that web site is listed on. The BBB rates and ranks business, and there are all sorts of other organizations out there to rate any other sites. ..

And, then I would make it a point to educate masses. . .