Why advertisers support AdSense

Google is the largest search engine on the web. It controls over 40% of Internet searches, and also controls pay per click advertising. In PPC, the advertiser pays a rate for each click through (CTR) that the advertiser sets. As their budget increases, their position increases, and as their position increases, they get more traffic.

It has chosen over 140,000 companies to advertise with them, and they advertise in a variety of ways. The first way is through appearing on Google searches, the second is through appearing on distributors' websites, and the third is through appearing in distributor search results. This question is sometimes asked as soon as advertisers appear in Google searches. Why do they choose to advertise with distributors too?

One reason for this is scalability. People who originally chose to advertise in search results and who were getting ROI (return on investment) will decide at one point that they need to identify other advertising opportunities. With thousands of websites that have the ability to display their ads, advertisers can get more exposure very quickly.

Another reason why advertisers place ads on Google distributors' websites is because it gives them more exposure. 60% of Internet users do not use Google, so the advertiser can appeal to a wider audience by opting for distribution channels. Many website users may be looking to buy a product

like a phone, yet instead of visiting a website that sells such a product, they get an article. Essentially advertisers can use this channel to enter their audience if the article is on a website that has AdSense.

Another reason why advertisers choose AdSense is because they trust Google. The company is renowned for being an ethical company that is fun to work for while providing free services to millions of people around the world. Advertisers think the money invested in Google is safe. Despite the growth of click-fraud and its inevitable pitfalls for advertisers, they understand that this is an issue that Google wants to stop and hopefully will eventually happen. Advertisers are happy that Google recognizes that a problem is fixed and provides a refund accordingly.

Trust in Google also stems from a belief in pricing. Pricing is determined by market forces and therefore advertisers never feel that publishers or Google are over-valuing the service. This means that as long as advertisers are able to serve ads, they will continue to do so, if not at the same rates.

Another strong benefit for advertisers is that they can appear by publishers to promote their service. An example of this can be seen if you consider a publisher that is discussing the benefits of new IT software. If a software appears on a retailer website, they will inevitably be the likely source from which a web surfer will purchase the product. If the surfer isn't interested you can argue that they won't click the ad.

The service provided by Google has provided businesses of all sizes with the opportunity to advertise. Although the issue of click fraud still plagues the service, it is widely regarded as the best. New businesses attempt to promote themselves on the web, while established brands choose to use similar technology to attract interest in their service.