When it comes to pay-per-click advertising, Google offers advertisers two broad options. Advertising in search results, advertising in website content, or indeed many choose to do both. Advertising in search means that results appear on Google under search and in search results for their distributors. Google content ads apply to websites that integrate “Assense” into their websites. Because Adsense has grown rapidly, it is now visible on millions of websites across the web. However, many advertisers avoid this in favor of advertising only in the search results.
There are several reasons for this, and the first is trust. This is the result of smaller websites until the Adsense empire decided to start click fraud. This problem does occur when searching, but is not as dominant. Those who click scams in search are trying to undercut the competitors’ ROI. The same is true with Adsense, as website owners try to increase their revenue with similar tactics.

Another reason why website owners choose to market content is to motivate the buyer while they are on the website. Someone who is on a different website than the advertiser may be there for a completely different reason. For example, a website that discusses the lack of Adsense will actually return ads to those selling say “Adsense websites”. People can click on it, but they probably won’t buy after reading negative reviews. Another reason could be that people on Adsense sites are actually looking for the best color palette to use. Therefore, the person would not find the ad relevant but could click on the ad without worry.
Adsense sites are also often rejected by advertisers because they think it’s more complicated to manage. Browsing websites to determine how relevant the offers are and editing their bids to ensure they stay on the page. In short, having a network of 500+ websites must be a tedious and expensive task. Despite this, many also find that their Adwords account returns websites that don’t seem to even try to endorse their keywords. An example that has matured is the ad under the legal phrase that appears on the Terms of Service and Privacy Policy pages of the Adsense website.

While many dismiss content advertising, there are still others who find it offers a similar ROI for search. The reason for this is that more and more advertisers are opting for pure search. As a result, the advertiser has less competition and the price of the word falls. Advertisers also find good ROI from publisher websites that choose to actively promote advertisers’ services in their content. This example can be seen when someone talked about print services and actually immediately recommended the advertiser’s services. This is a positive move for both publishers and advertisers, and a great way for publishers to move forward. However, publishers must not be too conspicuous, otherwise experienced buyers will certainly reckon with the intentions of the publisher.

Another reason advertisers choose content is for scaling, but this can also be done on other search engines. However, the fact remains that those who choose content advertising should choose the Google Adsense network. It stands well above Yahoo and other equivalents, while its superior publisher network means advertisers benefit from getting their message out across a variety of sites.

While Adsense is the best PPC content distributor, it certainly doesn’t compare to advertiser search. When searching, prospects are more qualified, organized and less fraudulent. This leads advertisers to consistently prioritize search over content. Nonetheless, advertisers should always test AdSense and see if it can deliver the desired ROI. Some advertisers say that content provides a better return on their business than search. This varies, but in general, search remains king for PPC advertisers.