There are several reasons for this, and the first is trust. It's been a result of smaller websites, to adsense empires choosing to embark on Click Fraud. Although this challenge occurs in search it is far less dominant. Those that commit Click Fraud on search are those trying to weaken a competitor’s ROI. With Adsense the same applies, combined with website owner trying to raise his revenues using similar tactics.
Another reasons why website owners are choosing to market out with content is the motivation of the buyer when he is on a website. Someone who is on a different website, other as opposed to advertisers might be there for entirely different reasons. For example a website discussing the disadvantages of Adsense, would actually return adverts for anyone selling “Adsense Websites” for instance. People may click into it, but they are unlikely to buy reading a negative review. One other reason could be the person on the adsense website was actually looking for what's the best color palette to work with. The person therefore would not find the advert relevant, but might click the advert in a care free manner.
Adsense websites are regularily rejected by the advertiser because they feel it involves more administration. Checking through websites to find out how relevant they are, and editing their bids to ensure they still appear on the page. With some words having a network of over 500 websites, it is surely a tedious and expensive task. Even though this is the case, many also find that their Adwords account returns websites, that don’t even seem to be trying to support their keywords. The example which is ripe, are the ones advertising under legal phrases who appear on adsense websites “terms and conditions” and “privacy policy” pages.
Although a lot of are rejecting content advertising, there are still those who feel it provides a similar ROI to search. An excuse for this can be found through inside the fact that more plus more advertisers are only choosing search. As this occurs the advertiser has less competition so the buying price of the word reduces. Advertisers are also finding a good ROI from publisher’s websites who finalise to actively promote the advertiser’s services within their content. An illustration of this this can be realized from when someone is discussing printing services, and actually directly recommends the advertiser’s services. This is a positive move for the two publisher and the advertiser, and a good way for publishers to move forward. Despite this, publishers still have to consider, to not be too obvious in carrying this out, or savvy buyers is sure to calculate the publisher’s intention.
Another reasons why advertisers are opting for content is to increase their scale, however this could also be done across other search engines. The fact however still exists that those who choose content advertising should choose the Google Adsense network. It can be regulated far and above yahoo’s among others equivalents whilst its superior network of publishers means the advertisers will benefit from being able to spread their message through a diverse range of websites.
Despite Adsense being the best PPC content distributor, it certainly doesn’t compare to search for the advertiser. On search the leads will be more qualified, more regulated, and fewer fraudulent. This has seen advertisers consistently choose search over content. Not surprisingly advertiser’s should always test adsense and find out if it can provide the ROI they are looking for. Some advertisers say that content provides a better return for their business than search. This varies, however normally search remains King for PPC advertisers.
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