Pay
Per Click Google: Content or Search?
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 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.
Although many are rejecting content advertising, there are still
those who feel it provides 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. As this occurs the
advertiser has 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. An example of this
can be realized from when someone is discussing printing
services, and actually directly recommends the advertiser’s
services. This is a positive move for both the publisher and the
advertiser, and a good way for publishers to move forward.
Despite this, publishers still have to remember, to not be too
obvious in doing this, or savvy buyers will definitely calculate
the publisher’s intention.
Another reason why advertisers are opting for content is to
increase their scale, however this can also be done across other
search engines. The fact however still exists that those who
choose content advertising should choose the Google Adsense
network. 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 spread their message
through a diverse range of websites.
Despite Adsense being the best PPC content distributor, it
certainly doesn’t compare to search for the advertiser. On
search the leads are more qualified, more regulated, and less
fraudulent. This has seen advertisers consistently choose search
over content. Despite this advertiser’s should always test adsense and 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 varies, however in general
search remains King for PPC advertisers. |
