Google is for sure the largest search engine on the web controlling over 40% of Internet searches, and with that it also runs pay-per-click advertising (PPC) program. PPC simply involves an advertiser paying a commission rate for every click through (CTR) on their ads. As advertisers budget increases, their position pretty much increases too, and with their position increases, their traffics increases.
This in a sense has lead to pretty much over 140,000 companies choosing to advertise with Google , and these adverts are usually done in a number of ways. One way is through
is through appearing on Google search page results (Paid Searches), another is through running ads on affiliate websites, and a third method is through appearing on webmasters search engines.
As ads appear in Google searches, a question is sometimes asked. Why do they choose to advertise with affiliates as well? One sure reason for this is scalability. Advertisers who originally choose to advertise in search results and were getting a ROI (return on investment) will decide at one point that they need to identify other ad opportunities. With numerous websites which have the capacity to display their ads , advertisers can gain further exposure very quickly. 60% of internet users do not use Google, so an advertiser can appeal to a wider audience via affiliate channels. Many site users may just be looking to buy a product such as a phone, yet instead of coming across a site that sells such products, they come across an article. If the article is on a website which contains Adsense then advertisers can greatly use this channel to penetrate their audience.
One other reason why advertisers choose adsense is the fact that they trust Google. Google is renowned for being an ethical company providing free services to millions worldwide. Advertisers simply feel that money invested with Google is safe. Despite evolution of click-fraud and its inevitable disadvantages for advertisers, they appear to understand that its is an issue Google wants to stop and hopefully will eventually. Advertisers are happy that Google admits a problem exits and provides refunds accordingly. Trust in Google also projects from a trust in pricing. The pricing is set by market forces thus advertisers never feel that publishers or Google are overpricing the service. This probably means that as long as advertisers are able to advertise they will continue to do so, if not at the same rates.
Another strong advantage for advertisers is that they can appear where a publisher promotes their service. A case example of this is seen when a publisher is discussing
the benefits of new IT software. If a software retailer happens to appear on the website then inevitably they will be the likely source from which the web surfer will purchase the product. The services Google provides has pretty much created an opportunity for businesses of all sizes to advertise. Though the issue of click fraud still plagues the service, it is till widely regarded as the best. New businesses attempt to promote themselves on the web, whilst established brands alike choose to attract interest in their service using the same technique.
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Nesimeye I. Oswald
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