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Other of Interest 5/28/12

The Drawbacks of Using Google Adsense On Your Website

As Adsense becomes the most popular publisher program for Price per Click advertising, there are still some advantages if you use it. Since its inception advertisers have chosen to advertise in search because they felt that visitors would be less targeted. This is a genuine concern because the problem is very obvious. If you are visiting a website, you will notice adverts and this will distract the visitor from the content. Adsense has also become so popular that people can distinguish them from other adverts. Therefore people tend to ignore it at all cost. This has been a hot topic discussed by Bloggers and one that could contain a lot of truth. Many have blamed Google for this, and their decision to include text that says “ads by Google” beneath the advert.

Many publishers also fail to ever gain the revenues they anticipated when starting the program. Those only gaining 30 – 40 visitors a day to their website would be unlikely to earn even one dollar a day. Many advertisers talk of rates such as 1.5%- 5% for traffic to click conversion, whilst only gaining around $0.10 per click. The math doesn’t work out great, but you can hardly blame advertisers or Google if you are not bringing enough traffic. The key is to bring targeted traffic to your website that are likely to click on adverts, however it is said that it may be easier on other programs which allow figures such as 75% share of advertising revenues for publishers.

Another disadvantage in Adsense is that it has almost become tacky. Its appearance on websites that generally appear to be designed in a DIY fashion has led people to associate them inextricably. This can only be tackled through Adsense evolving to be more attractive to the bigger brands, whilst those who currently use Adsense are restricted. Google Adsense also has to tackle the issue of click fraud which is anticipated to count for over 15% of click-through rate in content. This has meant that advertiser’s who have been particularly affected, have moved away to other programs or have restricted their advertising to search.

So, there is not that much competition in content and therefore smaller revenues for publishers. Publisher’s who previously had high yielding ads, are now having to alter their content to ensure they get adverts displayed. This has largely been the fault of the publishers themselves however the issue is one that; if not addressed could bring Adsense to its knees. Google Adsense also tends to pay much less for their search program. Publishers can get higher rates with other programs, and if publishers decide to go elsewhere than problems will occur for advertisers and publishers alike. Although Google fails to pay enough for search. Another major problem with Adsense is that it does not have a powerful database of graphic adverts for publishers to choose from.

Whilst this may not be a problem for all publishers, many complain that the adverts within their site do not change, so their repeat visitors fail to see fresh adverts so therefore fail to visit them. This is a problem which could be addressed through making adverts rotate. However if adverts rotate then how will that be linked with advertisers paying a rate per click? These are all problems which Google has to address to ensure that Adsense remains the market leader.

AdWords also has major advantages, and remains the best. Its CPC rates can be chosen by the advertisers so that even when they feel that they are not getting the results they expect they can edit their prices. Whilst many issues remain with Adsense the program still remains the most popular amongst publishers, whilst Google AdWords remains the most popular amongst advertisers; with a database of over 140,000 AdWords will remain on top for quite some time.