Google PayPerClick: Content or Search?
http://traffic-software.com/freewebinar.html
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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.
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.
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.
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