Where Adsense Should Appear
When you decide to integrate Adsense into your website, there are several factors to consider. Many believe this diminishes their brand, while others see it as a useful tool for visitors that creates revenue and makes their content profitable. The choice can largely depend on the business goals and purpose of your website. Many companies that sell products decide to place Adsense ads on their website.
This seems like a strange choice, opening up opportunities for rivals to promote their service or product to your potential clientele. Many publishers claim that they do so only to allow businesses that provide ancillary services to advertise. These claims have some merit, because those who sell pillows for example could provide those who sell bedding an opportunity to advertise.
While this would make sense, there are still those online retailers that allow their rivals to penetrate their audience. Many argue that there are still benefits to allowing your direct competitors to advertise on your website. One of them is that ultimately, if visitors want to see your competitors, they could see them through a Google search anyway. This may be true, but the thought of an established brand as coco-cola having a Pepsi ad on their website is not even a possibility.
Another factor that is considered in this situation is that publishers do not think that Adsense is effective in making conversions. They believe that visitors who would click on ads are not highly qualified customers, as they would quickly navigate to the materials or products that interested them if they were. Although Adsense is a questionable choice for online retailers, it is surely an additional good service for other varieties of online publishers.
For example, a website that provides a free service like dictionary.com gets high levels of traffic, and is able to make their service profitable through adsense. This was the case for bloggers who initially provided content for free, being unable to reach the scale that is necessary to contract directly with advertisers. This could also apply to other previously free services, including broader forms of news and information dissemination, for example.
In 2006, a man who later published a selection of videos claims to be earning $19,000 a month via adsense, claiming he was also contacted by Google to help him increase the click-through rate (CTR) he achieved. The idea of such a success was a major factor in encouraging online publishers to opt for Adsense. Many publishers also claim that adsense makes their website more professional.
Those who are able to contract with advertisers are usually perceived to provide a service with great appeal, and therefore those who are not familiar with the program may feel that the Adsense advertiser is in this position. However, Adsense is also aligned with publishers who use the service solely to provide links to advertisements. Everyone did a Google search, clicked on an adwords ad and entered a website that reads the top ten resources on This is a major problem, as it is usually something that surfers find frustrating.
If people see that there are ads from Google, and then they see ads from Google on another site, they can align that site with practices that are hostile to consumers. So this is a problem that Google needs to solve, to keep Adsense as a reputable service. Regardless of the disadvantages and websites for which the service may be inappropriate, it is still a useful tool for website visitors.
Those who visit a website and click a link provide revenue to the publisher, while those who provide free services are able to generate revenue. Google’s only fear is that rival PPC programs offer better deals to publishers and they decide to go elsewhere, taking advertisers with them. However, in the end, it is best for advertisers and publishers if they stay largely in the same PPC channel.