When advertising with pay-per-click, Google offers the advertiser two broad options. Advertising in search results, advertising in website content, or many choose to do both. Search advertising means that the results appear on Google below the search and in the search results of its distributors. Google Display Advertising applies to websites that choose to incorporate AdSense into their website. As the AdSense service expands rapidly, it is now visible on millions of websites across the web. However, many advertisers avoid this in favor of simply advertising in search results.
There are several reasons, and the first is trust. This has resulted in smaller websites all the way up to the AdSense empire deciding to engage in click fraud. Although this problem occurs in search, it is much less dominant. Those who commit fraud in search are those who are trying to undermine the ROI of the competition. The same is true with AdSense, along with the website owner trying to increase their income using similar tactics.
Another reason why website owners choose to sell content is to motivate the buyer while they are on the site. Someone who is on another site, other than advertisers, maybe there for completely different reasons. For example, a website discussing the downsides of AdSense would actually return ads for those selling "AdSense websites" for example. People may click on it, but after reading a negative review, they're not likely to buy. Another reason could be that the person on the AdSense website was actually looking for the best color palette to use. So a person would not find the ad relevant, but could click on it without a care.
While many dismiss display advertising, there are still those who believe it provides a similar ROI as search. The reason can be found in the fact that more and more advertisers are choosing only search. As this happens, the advertiser has less competition, so the cost of the word decreases. Advertisers also find good ROI from publisher websites that choose to actively promote the advertiser's services within their content. An example would be when someone is discussing print services and is actually directly recommending the advertiser's services. This is a positive step for both publisher and advertiser and a good way for publishers to move forward. Despite this, publishers still need to remember not to make it too obvious, otherwise, savvy buyers will surely miscalculate the publisher's intent.
Another reason advertisers choose content is to increase their reach, but this can be done in other search engines as well. However, it is still true that whoever chooses content advertising should choose the Google AdSense network. It is regulated far beyond Yahoo and its equivalents, while its excellent network of publishers means advertisers will benefit from being able to spread their message across a diverse range of websites.
Although AdSense is the best distributor of PPC content, it is definitely not comparable to finding an advertiser. Prospects are more qualified, more regulated, and less fraudulent in prospecting. As a result, advertisers are constantly prioritizing search over content. Despite this, this advertiser should always test AdSense to see if it can provide the ROI they are looking for. Some advertisers claim that content gives their business a better return than search. This varies, but in general, search remains king for PPC advertisers.
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