When advertising with pay per click Google gives the advertiser two broad options. Advertising in search results, advertising in websites content or indeed many choose to do 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. However, many advertisers are shunning this in favor of merely advertising in search results.
There are several reasons for this, and the first is trust. This has been a result of smaller websites, through to adsense empires choosing to embark on Click Fraud. Although this issue occurs in search it is far less dominant. 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 content is the motivation of the buyer when he is on a website. When someone who is on a different website, he might be there for a different reason. For example a website discussing the disadvantages of Adsense, would actually return adverts for those selling "Adsense Websites". People may click on it, but they are most unlikely to buy after reading something negative. The other reason could be that the person on the Adsense website was actually looking for what is the best colour 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 of the overloading administration work involved. They have to go through the hassle of checking through all the websites to see how relevant they are, and editing their bids to ensure they still appear on a page. 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.
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.
There are several reasons for this, and the first is trust. This has been a result of smaller websites, through to adsense empires choosing to embark on Click Fraud. Although this issue occurs in search it is far less dominant. 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 content is the motivation of the buyer when he is on a website. When someone who is on a different website, he might be there for a different reason. For example a website discussing the disadvantages of Adsense, would actually return adverts for those selling "Adsense Websites". People may click on it, but they are most unlikely to buy after reading something negative. The other reason could be that the person on the Adsense website was actually looking for what is the best colour 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 of the overloading administration work involved. They have to go through the hassle of checking through all the websites to see how relevant they are, and editing their bids to ensure they still appear on a page. 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.
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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