Google PPC: Content or Search?
When placing pay-per-click ads, Google provides the advertiser with two options. Advertising in search results, advertising in website content, or, in fact, many people prefer to do both. Search ads and results are displayed in Google in the search queries section and in the search results <url>. Google content advertising is distributed to websites that have decided to integrate "Adsense" into their site. In the process of full expansion, Adsense is now visible on millions of web pages all over the Internet. However, many advertisements are not in favor of simple advertising in search results.
There are several reasons for this, and the first of them is trust. Indeed, from small websites to empires, Adsense prefers to engage in click fraud. Although this is a search question, much less dominant. Those who commit click fraud in search are those who are trying to reduce the return on investment of a competitor. The same applies to Adsense, which is trying to increase its revenue with a similar system.
The reason why website owners prefer to sell their content is the motivation of the buyer when visiting the website. The person who is on the site, in addition to advertising, can be completely different. For example, a website about the shortcomings of Adsense actually returns ads for those who sell, for example, "Adsense Sites". People click on them, but they are unlikely to buy after reading a negative review. Another reason may be that the man Adsense site was also looking for the best color scheme to use. Therefore, a person could not find the matter but click on it without worrying about anything.
Adsense websites are also often rejected by advertisers because they believe it requires additional administration. Websites need to be checked momentarily and their orders need to be changed to make sure they are still displayed on the page. In other words, having a network of over 500 websites is certainly a tedious and expensive task. Despite this, many also find that their Adwords account returns to sites that don't even seem to be trying to support their keywords. An example that is mature is those advertisements with legal phrases that appear on the "Terms and Conditions" and "Privacy Policy" pages of AdSense websites.
Although many people reject content advertising, there are still those who believe that it gives the same return on investment as search. This is due to the fact that more and more advertisers are choosing only search. This is an advertiser who has less competition and the price of a word is lower. Advertising also finds a good return on investment from website editors who decide to actively promote the advertiser's services in their content. For example, when one of the printing services directly recommends the advertiser's services. This is a positive step for both the publisher and the advertiser, as well as a good way for publishers to move forward. However, publishers should remember that this step should not be too obvious, otherwise the company's monitoring will certainly calculate the publisher's intentions.
Another reason advertisers choose content is to increase its scale, but this can also be done in other search engines. However, those who choose content advertising should choose the Google Adsense network. It is regulated much higher than Yahoo and other peers, while its excellent network of publishers means that advertisers will benefit from the ability to distribute their messages on a wide variety of websites.
Although Adsense is the best distributor of PPC content, it certainly doesn't compare to advertiser search. In the search process, leads become more qualified, more regulated, and less fraudulent. This has led to advertisers constantly preferring search to content. Despite this, advertisers are still testing Adsense and checking whether it can provide the return on investment they are looking for. Some advertisers say that content provides a better return on investment than search. It doesn't change, but in general, search is still the king for PPC advertisers.
