Google is the largest search engine on the net. It controls over 40% of Internet searches, and with that it controls pay per click advertising (pay per click). PPC involves the advertiser paying a rate for each click through (CTR) in which the advertisers set. As their budget boosts, their position boosts, and as their position boosts, they obtain more traffic.
This has lead to over 140,000 companies choosing to advertise with them, and they advertise in severeal ways. The first approach is via appearing on Google searches, the second is by means of appearing on distributors websites, and the third is through appearing in distributors search results. As advertisers appear in Google searches, the question is sometimes asked. Why do they select to advertise with distributors as well?
One reason for this is scalability. Those who first pick to advertise in search results and who were getting a ROI (return on investment) will decide at one point that they need to identify other advertising opportunities. With thousands of websites which have the capacity to show their adverts the advertisers can gain further exposure incredibly fast.
A further cause why advertisers opt to advertise in Google distributors websites is that it gains them further exposure. 60% of internet users do not employ Google, thus the advertiser can appeal to a wider audience through choosing to opt for distribution channels. Many website users may be looking to buy a product for example a phone, yet instead of coming across a website which sells such a product, they come across an article. If the article is on a website which contains Adsense then inevitably advertisers can use this channel to penetrate their audience.
One more reason why advertisers choose adsense is since they trust Google. The company is renowned for being an ethical company who are fun to work whilst providing free services to millions worldwide. Advertisers feel that cash invested with Google is safe. Despite the development of click-fraud and its inevitable disadvantages for advertisers they appear to comprehend that this is an issue which Google wants to stop and hopefully will sooner or later. Advertisers are happy that Google admits a difficulty exits and provides refunds accordingly.
The trust in Google also stems from a trust in pricing. The pricing is set by market forces and as a result advertisers never feel that publishers or Google are overpricing the service. This means that as long as advertisers are able to advertise they will go on to do so, if not at the same rates.
A further strong advantage for advertisers is that they can become visible where publishers promote their service. An example of this can seen if you consider a publisher who is discussing the benefits of new IT software. If a software retailer appears on the website then unavoidably they will be the likely source from which the web surfer will acquire the product. If the surfer is not interested then you could argue that they would not click on the advert.
The service which Google provides has created the chance for businesses of all sizes to advertise. Although the issue of click fraud still plagues the service it is till generally regarded as the best. New businesses make an attempt to promote themselves on the net, whilst established brands alike pick to attract interest in their service using the same system.
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