Google is the largest search engine on the web. It controls more than 40% of Internet searches, thereby driving pay-per-click (pay-per-click) advertising. PPC means that the advertiser pays a rate for each click through (CTR) that the advertisers set. As their budget increases, their rank increases, and as their rank increases, they get more traffic.
This has resulted in over 140,000 companies choosing to advertise with them 'and' they advertise in many ways. The first way is through showing up in Google search, the second way is showing up on distributor websites, and the third way is showing up in distributor search results. When advertisers appear in Google searches, this question is sometimes asked. Why do they decide to advertise with distributors as well?
One reason is scalability. Those who initially decided to advertise in search results and who were achieving ROI (return on investment) will at some point decide that they need to identify additional advertising opportunities. With thousands of sites that have the capacity to display their ads, advertisers can gain additional exposure very quickly.
Another reason why advertisers choose to advertise on Google Distributor Websites is because it gives them more exposure. 60% of Internet users do not use Google, so an advertiser can reach a wider audience by choosing distribution channels. Many website users may want to buy a product such as a phone, but instead of coming across a website that sells such a product, they come across an article. If the article is on a website that includes AdSense, then advertisers can inevitably use this channel to penetrate their audience.
Another reason advertisers choose AdSense is that they trust Google. The company is known for being an ethical company that is fun to work for while providing free services to millions of people around the world. Advertisers believe that the money invested in Google is safe. Despite the development of click fraud and its inevitable downsides for advertisers, they seem to understand that this is a problem that Google wants to stop, and hopefully it will eventually succeed. Advertisers are happy that Google is admitting that the issue has been resolved and is issuing refunds accordingly.
Confidence in Google also stems from confidence in pricing. Prices are set by market forces, so advertisers never feel like publishers or Google are overcharging for the service. This means that as long as advertisers are able to advertise, they will continue to do so, if not at the same rates.
Another big advantage for advertisers is that they can appear where publishers promote their service. An example would be a publisher discussing the benefits of new IT software. If a software vendor appears on the web, then it will inevitably be a likely source from which a web surfer will purchase the product. If the surfer isn't interested, you can argue that they won't click on the ad.
The service provided by Google has created an advertising opportunity for businesses of all sizes. Although the issue of fraudulent clicks still plagues the service, it is widely regarded as the best so far. New businesses try to advertise on the web, while established brands choose to attract interest to their services using the same technique.
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