PPC & Advertising Information


When Adsense Makes No Sense: Knowing When Not To Use The Google Adsense Pay-Per-Click Program


Google's AdSense program is a proven money-maker that has enriched the pockets of many website owners. Unlike many pay-per-click systems, the AdSense program has a large pool of advertisements to draw from -- the ads come from Google's AdWords program, which you can think of as the flipside of AdSense -- which almost guarantees that AdSense can find relevant advertisements to display alongside a site's content.

There are times, however, when using AdSense makes no sense at all. Here are some common scenarios:

1. Your site gets too much traffic.

The basic AdSense program is geared for small-to-medium sites. If your site gets significant traffic, look into the Google AdSense Premium Service (http://services.google.com/ads_inquiry/ct). This is the program used by sites like Amazon.com and the New York Times.

2. Your site does not conform to AdSense program policies.

You cannot display AdSense advertisements on any site that violates the AdSense program policies (https://www.google.com/adsense/policies). This is outlined in the first section of the AdSense terms and conditions (https://www.google.com/adsense/terms) to which you agreed when you joined the AdSense program.

Practically speaking, this means that any content that promotes pornography, gambling, drug use or any illegal activity is unsuitable for AdSense use. You are also forbidden from using AdSense to promote alcohol, tobacco, conterfeit goods and other controversial products or services. If you're running an online casino, for example, AdSense cannot be used on the casino's site.

3. Your visitors are offended by advertisements.

Above all else, AdSense is an advertising distribution program: you're renting space on your pages to Google for the display of advertisements drawn from its AdWords program. In return for the use of your space, Google gives you a cut of the pay-per-click revenue it makes from the advertisements shown on your pages. If most of your visitors find ads offensive, they'll stay away from your site and you won't make any money from the ads that are displayed anyhow, so you might as well not display any ads.

Note that there's a difference between offending your visitors by showing any advertisements at all and offending them by showing the advertisements in so obnoxious a manner that all they want to do is leave your site. In fact, displaying ads in an intrusive manner violates the AdSense program policies and should be avoided for that reason alone.

4. The ads are simply unsuitable.

Although Google does its best to find targeted advertisements that are relevant to a page's content, sometimes that targeting fails and unsuitable ads are shown. If your content is about the evils of dieting, for example, you probably don't want to see advertisements promoting specific diets. Nor do you want to see advertisements for competing products or services. AdSense lets you filter out many advertisements, but in some cases it's simply impossible -- or too much work -- to keep out the unsuitable advertisements.

5. You make more money by keeping visitors on your site.

The fundamental premise of pay-per-click advertising is that you're willing to send your visitors elsewhere in return for some kind of payment. If AdSense is your only form of revenue then this is an acceptable trade-off. If, however, your site makes you more from other programs, you should consider whether or not losing some of your visitors to pay-per-click ads is worth it.

You don't have to remove ads entirely to handle this problem. You can simply reduce the number of ads that you display and even reposition them so that they're clicked less often. Or place them only on the site's exist pages -- the pages from which your visitors typically leave the site. Remember that your visitors are going to leave your site eventually anyhow, you're just trying to get them to stay longer.

Another strategy is to use AdSense link units instead of regular text or image advertisements, because you can configure link units (unlike the regular ads) to open in a separate window when clicked.

Remember that the AdSense program is a flexible pay-per-click program. You don't have to show advertisements on each page of your site -- in fact, the AdSense program policies forbid you from displaying ads on certain kinds of pages. Nor do you have to display ads on each site you own. You can even decide whether image or text advertisements (or both) are to be shown on a page-per-page basis. And of course you can use AdSense channels to discover just exactly which pages are making you money and which pages aren't.

Use AdSense's flexibility to your advantage, but don't get stuck on it if it's not working for you. There are other pay-per-click and impression-based advertising systems out there to explore. For a general, all-purpose program it's hard to beat AdSense, but your situation may warrant a more specialized program. Some sites make more from affiliate programs that from selling advertising, or use a combination of both. Do the search and figure out what's best for you.

Copyright 2005 by Eric Giguere. Permission is granted to reproduce the article in electronic newsletters or on websites provided that the complete article text is included, unchanged, and that neither the copyright declaration nor this license are removed. This article was originally published at http://www.MakeEasyMoneyWithGoogle.com/no-adsense.html.

Eric Giguere is the author of Make Easy Money with Google: Using the AdSense Advertising Program, an introductory AdSense book published by Peachpit Press. Find out more about the book from the companion site http://www.MakeEasyMoneyWithGoogle.com or by contacting the author directly at eric@makeeasymoneywithgoogle.com.


MORE RESOURCES:
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news


How to write PPC advertising copy that converts
theEword (blog)
If you know your target audience inside and out, you will be in a good position to craft PPC advertising copy that converts, and understanding this audience will enable you to alter your tone of voice in order to appeal to your ideal consumers. When it ...



Search Engine Journal

SEO vs. PPC: Which is Better in the Long Run?
Search Engine Journal
That's not to say a sub-par website wouldn't ever see some sort of lift from PPC advertising. It would (assuming the landing pages are live and decent). But there would need to be a sizeable budget that would span years. That's because once a brand ...
Google and Facebook Claim 60% of 2017 Digital Ad SpendSearch Engine People (blog)

all 8 news articles »


Deccan Chronicle

Top tips on ecommerce PPC to improve your advertising ROI
Deccan Chronicle
Invest time–Advertising online is quite different from traditional advertising, and you need to spend time to understand and follow these to get the best ROI possible from your PPC ads. Instead of losing hope, if the results are not as promising as ...



Peninsula Daily News

Search Advertising Remains One of the Best Ways to Reach Customers
Peninsula Daily News
Every search that consumers conduct can be considered signals of intent, giving advertisers a massive opportunity to put their brand names and websites in front of potential customers. This is why search engines are some of the most powerful marketing ...

and more »


Vertical Measures (blog)

5 Paid Media Trends You Should Know in 2018 (So You Don't Fall Behind)
Vertical Measures (blog)
5 Paid Media Trends You Should Know in 2018 (So You Don't Fall Behind). Jacob OronaFebruary 08, 2018PPC Advertising. New year, new you… right? Well, ready or not, 2018 is here. And with it, comes a slew of new moves you should add to your paid media ...



Influencive

Can't Miss Quick-Start Guide to Launching a New Business Venture
Influencive
You do not need to be completely detailed, but you should have a good plan in place. Start with a short description about your business. Set your short term and long term goals. Include any research from the first step in your marketing plan. You can ...



Influencive

5 AI Products to Immediately Improve Your Online Store's Sales
Influencive
Mastering PPC advertising can be one of the most time-consuming and costly parts of any digital marketing strategy—but not with the help of StoreYa's Traffic Booster. This AI tool uses an advanced algorithm to automatically optimize PPC campaigns on ...



Search Engine Journal

7 Powerful Benefits of Using PPC Advertising
Search Engine Journal
A major benefit of PPC advertising run through AdWords is that it's easy to measure and track. Simply use the AdWords tool in combination with Google Analytics. You'll see high-level performance details including impressions, clicks, and conversions ...



Forbes

How To Determine The Right PPC Advertising Budget
Forbes
Forbes Agency Council PR, media strategy, creative & advertising execs share trends & tips Opinions expressed by Forbes Contributors are their own. Post written by. Brett Farmiloe. Founder and CEO of Markitors, a digital marketing company that moves ...



Business 2 Community

Take Your eCommerce Store to the Next Level with These 5 AdWords Tips
Business 2 Community
When it comes to selling online, pay per click (PPC) advertising provides one of the quickest solutions to drive sales online. Unlike SEO that can take months to see results, running a PPC campaign can generate results overnight. One of the main ...


Google News

home | site map
© 2007