Google PPC: Content or Search?
When advertising with pay-per-click, Google gives the advertiser two main options. Advertising in search results, advertising in website content, or in fact many choose to do both. Advertising in search means that results are displayed in Google under searches, and in distributor search results. Google content advertising applies to websites that choose to integrate "Adsense" into their site. In full expansion, Adsense is now visible on millions of web pages across the web. However, many advertisers avoid it in favor of simple advertising in search results.
There are several reasons for this, and the first is trust. Indeed, from small websites to Adsense empires have chosen to engage in click fraud. While this is a problem in search, it is much less dominant. Those who commit click fraud in search are those who try to weaken a competitor's ROI. The same is true for Adsense, and the website owner is trying to increase their revenue by using similar tactics.
Another reason why website owners choose to market their content is the motivation of the buyer when they are on a website. A person who is on a website other than the advertisers may be there for completely different reasons. For example, a website discussing the drawbacks of Adsense would actually return ads for those selling "Adsense websites" for example. People may click on them, but they are unlikely to buy after reading a negative review. The other reason could be that the person on the Adsense site was actually looking for the best color scheme to use. Therefore, the person would not find the ad relevant, but they might click on the ad without worrying about anything.
Adsense websites are also often rejected by the advertiser because they feel that it involves more administration. Websites need to be checked for relevance and their bids need to be changed to ensure that they still appear on a page. With some words having a network of over 500 websites, this is surely a tedious and expensive task. While this is the case, many also find that their Adwords account is returning websites that don't seem to even try to support their keywords. The example that is ripe, are those advertising under legal phrases that appear on adsense websites "terms and conditions" and "privacy policy" pages.
Although many reject content advertising, there are still those who believe that it offers a similar return on investment as search. This is because more and more advertisers are choosing search only. This means the advertiser has less competition and the price of the word goes down. Advertisers are also finding a good return on investment from website publishers who decide to actively promote the advertiser's services in their content. For example, when someone discusses printing services and 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. Even so, publishers must remember not to be too obvious in this move, or smart buyers will certainly calculate publisher intent.
Another reason advertisers opt for content is to increase their scale, but this can also be done on other search engines. Still, those who opt for content advertising should choose the Google Adsense network. It is regulated far and above Yahoo and other equivalents while its superior network of publishers means that advertisers will benefit from being able to spread their message across a diverse range of websites.
While Adsense is the best distributor of PPC content, it certainly doesn't compare to search for the advertiser. On search, leads are more qualified, more regulated and less fraudulent. This has seen advertisers consistently choose search over content. Despite this, advertisers should still test Adsense and see if it can provide the ROI they are looking for. Some advertisers claim that content offers a better ROI than search. It varies, but in general search is still king for PPC advertisers.
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