Google PPC: content or search?
When pay-per-click advertising Google gives the advertiser two great options. Advertising in search results, advertising in the content of websites or many choose to do both. Advertising in search means that the results are displayed in Google under the searches and in the search results of its distributors.
Google content advertising applies to websites that choose to integrate «Adsense» with their websites. As adsense grows rapidly, it is now visible on millions of web pages across the web. However, many advertisers avoid this in favor of simple advertising in search results.
There are several reasons for this, and the first is trust. This was the result of smaller websites, through the adsense empires choosing to engage in click fraud. Although this problem occurs in research, it is much less dominant.
Those who commit Click Fraud on search are those who try to weaken a competitor’s ROI. With Adsense, the same applies, as well as the website owner trying to increase his revenue using similar tactics.
Another reason why website owners choose to market with content is the buyer’s motivation when they are on a website. Someone who is on a different website, other than advertisers may be there for entirely different reasons.
For example, a website discussing the disadvantages of Adsense, would actually return ads for those who sell «Adsense websites» for example. People can 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 would therefore not find the ad relevant, but could click on the ad without worry.
Adsense websites are also often rejected by the advertiser because they feel it involves more administration. Check websites to see if they are relevant and change their bids to make sure they always appear on a page. With a few words having a network of over 500 websites, this is surely a tedious and expensive task.
Although this is the case, many also find that their Adwords account returns websites, which do not even seem to try to support their keywords. The example that is ripe, are these advertisements under legal expressions that appear on the websites adsense «terms and conditions» and the pages of the privacy policy.
While many reject content advertising, there are still those who think it provides a similar ROI to search. One reason for this can be found in the fact that more and more advertisers are only choosing search. As this happens the advertiser has less competition so that the price of the word reduces.
Advertisers also find a good return on investment on the websites of publishers who decide to actively promote the advertiser’s services in their content. An example of this can be achieved when someone discusses printing services and directly recommends the advertiser’s services.
This is a positive step for the publisher and advertiser, and a good way for publishers to move forward. Despite this, publishers should always remember, not to be too obvious in doing so, or savvy buyers will certainly calculate the intent of the publisher.
Another reason advertisers opt for content is to increase their scale, but this can also be done on other search engines. The fact however still exists that those who choose content advertising should choose the Google Adsense network.
It is regulated from far and above yahoo and other equivalents while its superior network of publishers means advertisers will benefit from being able to broadcast their message across a wide range of websites.
Although Adsense is the best distributor of PPC content, it certainly does not compare to looking for the advertiser. In terms of search, prospects are more qualified, more regulated and less fraudulent, which has allowed advertisers to systematically choose search over content.
Despite this advertiser should still test adsense and see if it can provide the ROI they are looking for. Some advertisers claim that content provides a better return for their business than search. This varies, but in general, search remains the king for PPC advertisers.