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Google PPC: Content or Search?

Wednesday, 21-Jul-2010 0:56 AM

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Google PPC: Content or Search?
By Jeff Casmer

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

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
yahoo’s and others 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
advertiser’s 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.

Jeff Casmer is an award winning entrepreneur, keynote speaker, and internet marketing consultant with career sales over $25,000,000. He is currently featured as a "Top" Affiliate of ThePlugInProfitSite. His "Top Ranked" Earn Money at Home Directory gives you all the information you need to start, maintain, and prosper with your very own Work at Home Business in the 21st century. 

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