When advertising with Googles Adwords pay per click program they give you two main options for where your ads will appear on the world wide web. These two choices are advertising in Googles search results and advertising on website content of other peoples websites.
Advertising in search means that results are displayed on the Google search results pages usually on the right hand side however sometimes at the top when the advertiser is the number one bidder.
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 competitors 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 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 publishers websites who decide to actively promote the advertisers services within their content.
An example of this can be realized from when someone is discussing printing services, and actually directly recommends the advertisers 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 publishers 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 other 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 advertisers 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.
Google Adword programs also allows the advertiser to set different prices for ads from search and content. So with the ability to set lower prices for your content ads it is certainly worth testing to see if your returns are worthwhile.
Whatever you decide pay per click advertising certainly allows you to reach a wide audience in a very short time and should be the first stop in your promotional efforts.
Got a Question? Ask.
Ask the community a question about this article:
Frequently Asked Questions
Elecam archive?
By: Jase | 07-10-2007
I can't see much on the elecam, is there an archive of interesting thing that happened on the elephant sanctuary?
FaceBook etiquette
By: Angeline Sanders | 07-10-2007
I've been using FaceBook for a few months and I recently got into situations where I don't know what to do.The first one: I got a friend request from someone I don't know. We have 1 friend in common but I'm not very close to that friend and I can't ask him why one of his contacts wants to be a friend of mine. I sent her a message asking what's the deal but she didn't answer me. What do people usually do in these situations? Just add friends to collect as many as possible?The second: I found people who used to be friends of mine a few years ago (or many years ago) but we're no longer in touch. The relationships didn't end in a bad way, we just drifted apart after we stopped working in the same place. Are people usually happy to get contacted in such situations, or will they think that since we're no longer friends in real life there's no reason for us to be friends of FaceBook?
I want Google Transit!
By: left_speaker | 07-10-2007
What's needed to get Google Transit to work in my area? Do I need to nag Google or the local bus companies? Can the conversion of routes and timetables to Google Transit format be done by volunteers? What are the file formats that Google Transit uses anyway? Is it XML?
Boyfriend stuff!!!
By: ilovejoejonas531 | 05-10-2007
question should i tell the preson that i like him ???????? please answer me thank u
BETA Means
By: panindra | 05-10-2007
what is BETA stands in WEB site
Make new friends online
By: yclee82 | 03-10-2007
I am single and am having trouble extending my social circle. I have heard others using social networking sites to meet people and make friends online. Do those sites really work? If so, which sites should I try using?
Q&A Powered by:
Latest Advertising Articles
During Shaky Tmes, Be Careful What You Cut
By: Robert Schumacher | 19/08/2008
When the going get rough, small business owners and managers correctly cut expenses. Advertising should not be one of those cuts. A shaky economy offers an ideal opportunity for the small business to gain market share if they hang in and continue to advertise.
Grow Your Online Business With These Offline Marketing Tips
By: Deep Arora | 19/08/2008
Starting an online business is easy, but attracting ever increasing traffic is not!
Making the Right Choice to Save Thousands on Your Mortgage
By: Jim Thornton | 18/08/2008
When you are thinking about refinancing or renewing you mortgage the first thing that comes to mind is the interest rate. The lowest rate is not always the the cheapest or the best choice. The right mortgage specialist can give your options to make the right .
Everybody Talks About The Demise Of Advertising Agencies. But Are We Seeing The Demise Of Brands?
By: Gad Romann | 15/08/2008
Explore new ways to glean brand meaning and new ways to create brand narrative
Hollywood Stars As The Brand Promoters
By: Victor Epand | 15/08/2008
The above article explains how manufacturers use Hollywood stars to promote their respective brands. It also tries to assess how much they influence the customers or the buyers.
Why Should Customers Trust Your Online Company? Marketing Tips from Owner Builder Loans
By: Chris Esposito | 14/08/2008
For small businesses, online marketing can be the primary means of finding new customers. But, potential customers have grown more skeptical of online companies as it has become almost too easy for anyone to maintain a website. Use these tips from successful online marketing of owner builder construction loans to design your business's website in such a way to build trust with your customers.
Learning How To Sell Online
By: Jerry Work | 13/08/2008
When it comes to online selling, two options make up the bulk of online sales: online auctions and online classified ads. Both markets are quite effective for used goods, and most auction sites allow the seller to start an Internet store on the site as well.
Internet Marketing 101 for Beginners
By: Chris Simpson | 13/08/2008
Internet marketing knowledge is an essential if you want to take your business in the virtual world, and actually succeed at it. Internet marketing, simply put, is the process of advertising online.
Advertising 
