Where Adsense Should Appear
When deciding whether to
incorporate Adsense into your website there are several factors
to consider. Many feel that it diminishes their brand, whilst
others see it as a useful tool for visitors which creates
revenues and makes their content profitable.
The choice can largely come down to the commercial goals and the
purpose of your website. Many businesses who sell products
decide to place Adsense adverts within their website. This would
appear to be a strange choice, opening up opportunities for
rivals to promote their service or product to your potential
customer base.
Many publishers claim that they are only doing this to allow
companies who provide ancillary services to advertise. These
claims have some merit, as those who for example sell pillows
could provide those who sell bedding with an opportunity to
advertise.
Although this would make sense, there are still those online
retailers who allow rivals to penetrate their audience. Many
claim that there are still benefits in allowing your direct
competitors to advertise within your website. One of these is
that ultimately if visitors wish to see your competitors they
would be able to see them through a Google search regardless.
This may be true however the thought of an established brand
like coco-cola having a Pepsi advert in their website is not
even a possibility.
Another factor which is
considered in this situation is that publishers do not feel that
Adsense is effective in making conversions. They feel that
visitors who would click on adverts are not highly qualified
customers, as they would quickly navigate to the materials or
products that interest them if they were.
Despite Adsense being a questionable choice for online
retailers, it is surely a good supplementary service for other
varieties of online publishers. For example, a website which
provides a free service like dictionary.com gets high levels of
traffic, and is able to make their service profitable through
adsense. This has been the case for Bloggers who originally
provided content free of charge, being unable to reach the scale
that is necessary to contract with advertisers directly.
This could also apply to other previously free services,
including wider forms of information broadcast, and news for
example. In 2006 a man who later published a selection of Videos
claims to make $19,000 a month through adsense, claiming that he
was also contacted through Google to help him increase the CTR
(Click Through Rate) that he achieved. The thought of success
like this has been a major factor in stimulating online
publishers to opt for Adsense.
Many publishers also claim that adsense makes their website look
more professional. Those who are able to contract with
advertisers are generally seen to provide a service with large
appeal, and therefore those unfamiliar with the program may feel
that the Adsense advertiser is in this position.
Adsense however, is also aligned with those publishers who use
the service purely to provide links to adverts. Everyone has
done a Google search, clicked on an Adwords advert and came into
a website which reads top ten resources on… This is a major
problem, as is generally something that surfers find
frustrating. If people see that it says adverts by Google, and
they then see adverts by Google on another site, they may align
that site with consumer unfriendly practices. This is therefore
an issue which Google has to address, to maintain Adsense as a
reputable service.
Regardless of the disadvantages and the websites for which the
service may be inappropriate it is still a useful tool for
website visitors. Those who visit a website, and click on a link
provide revenues for the publisher, whilst those who provide
free services are able to generate revenue.
The only fear that Google has, is that rival PPC programs offer
better deals to publishers and they decide to go elsewhere,
therefore taking advertisers with them. However, ultimately it
is best for advertisers and publishers if they largely remain in
same PPC circuit. |
