Advertising Google with pay per click gives the advertiser two broad options. One is advertising in search results, and the other one is advertising in websites content. You can choose either one or both.Advertising in search means that results are displayed in Google under searches, and in its distributors search results. Google content advertising applies to those websites who choose to incorporate "Adsense" into their websites. As adsense rapidly expands, it is now viewable on millions of web pages throughout the web. Most advertisers are choosing to advertise in the search results.
The number one reason for them to do this is trust. This has been a result of smaller websites, through to Adsense empires choosing to embark on Click Fraud. This problem is less likely to happen in the search results. Those who commit Click Fraud on search are those trying to weaken a competitor's ROI. With Adsense the same applies, along with the website owner trying to increase his revenues using similar tactics.
Another reason why website owners are choosing to market out with content is the motivation of the buyer when he is on a website. Someone who is on a different website, other than the advertisers might be there for entirely different reasons. For example a website discussing the disadvantages of Adsense, would actually return adverts for those selling "Adsense Websites" for example. People may click on it, but they are unlikely to buy after reading a negative review. The other reason could be that the person on the adsense website was actually looking for what is the best color palette to use. The person therefore would not find the advert relevant, but might click on the advert in a care free manner.
Adsense websites are also often rejected by the advertiser because they feel it involves more administration. Checking through websites to see how relevant they are, and editing their bids to ensure they still appear on a page. With some words having a network of over 500 websites, it is surely a tedious and expensive task. Although this is the case, many also find that their Adwords account returns websites, that don't even appear to be trying to support their keywords. The example which is ripe, are those advertising under legal phrases who appear on adsense websites "terms and conditions" and "privacy policy" pages.
However, there are still some advertisers who feel that content advertising can still provide a similar ROI to search. A reason for this can be found through in the fact that more and more advertisers are only choosing search. This means less competition so the price of the word reduces. Advertisers are also finding a good ROI from publisher's websites who decide to actively promote the advertiser's services within their content. This is a positive move for both the publisher and the advertiser, and a good way for publishers to move forward. However, publishers should still be cautious so that they are not too obvious in doing this, or savvy buyers will definitely calculate the publisher's intention. It is regulated far and above yahoo's and others equivalents whilst its superior network of publishers means the advertisers will benefit from being able to convey their message through various range of sites.
So, you can see that Adsense cannot compare to search for the advertiser even though it is one of the most powerful tools around. On search the leads are more qualified, more regulated, and less fraudulent. This has seen advertisers consistently choose search over content. However, testing out Adsense is still encouraged to see if it can provide the ROI they are looking for. Some advertisers say that content provides a better return for their business than search. This may vary however in general search remains King for PPC advertisers.
The number one reason for them to do this is trust. This has been a result of smaller websites, through to Adsense empires choosing to embark on Click Fraud. This problem is less likely to happen in the search results. Those who commit Click Fraud on search are those trying to weaken a competitor's ROI. With Adsense the same applies, along with the website owner trying to increase his revenues using similar tactics.
Another reason why website owners are choosing to market out with content is the motivation of the buyer when he is on a website. Someone who is on a different website, other than the advertisers might be there for entirely different reasons. For example a website discussing the disadvantages of Adsense, would actually return adverts for those selling "Adsense Websites" for example. People may click on it, but they are unlikely to buy after reading a negative review. The other reason could be that the person on the adsense website was actually looking for what is the best color palette to use. The person therefore would not find the advert relevant, but might click on the advert in a care free manner.
Adsense websites are also often rejected by the advertiser because they feel it involves more administration. Checking through websites to see how relevant they are, and editing their bids to ensure they still appear on a page. With some words having a network of over 500 websites, it is surely a tedious and expensive task. Although this is the case, many also find that their Adwords account returns websites, that don't even appear to be trying to support their keywords. The example which is ripe, are those advertising under legal phrases who appear on adsense websites "terms and conditions" and "privacy policy" pages.
However, there are still some advertisers who feel that content advertising can still provide a similar ROI to search. A reason for this can be found through in the fact that more and more advertisers are only choosing search. This means less competition so the price of the word reduces. Advertisers are also finding a good ROI from publisher's websites who decide to actively promote the advertiser's services within their content. This is a positive move for both the publisher and the advertiser, and a good way for publishers to move forward. However, publishers should still be cautious so that they are not too obvious in doing this, or savvy buyers will definitely calculate the publisher's intention. It is regulated far and above yahoo's and others equivalents whilst its superior network of publishers means the advertisers will benefit from being able to convey their message through various range of sites.
So, you can see that Adsense cannot compare to search for the advertiser even though it is one of the most powerful tools around. On search the leads are more qualified, more regulated, and less fraudulent. This has seen advertisers consistently choose search over content. However, testing out Adsense is still encouraged to see if it can provide the ROI they are looking for. Some advertisers say that content provides a better return for their business than search. This may vary however in general search remains King for PPC advertisers.
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