Where Adsense should appear
When deciding to integrate Adsense into your website, there are several factors to consider. Many feel it detracts from their brand, while others see it as a useful tool for visitors to generate revenue and monetize their content.
The choice can largely come down to your business goals and the purpose of your website. Many companies selling products decide to put Adsense ads on their website. This may seem like an odd choice, which opens up opportunities for competitors to promote their service or products to your potential customer base.
Many publishers claim that they only do this to allow companies that provide additional services to advertise. These claims have some merit, in that those selling pillows, for example, could give those selling bedding an opportunity to advertise.
While this makes sense, there are still online retailers that are allowing their competitors to carve out their audience. Many claim that there are still benefits to allowing your direct competitors to advertise on your website. One is that after all, if your visitors want to see your competitors, they will be able to see them through a Google search regardless. That may be true, but the idea of an established brand like Coco-cola having a Pepsi ad on their website isn't even on the table.
Another factor taken into consideration in this case is that publishers do not believe that Adsense is effective in increasing conversions. They feel that the visitors who will click on the advertisements are not highly qualified customers, because they will move quickly to the articles or products they are interested in if they are.
Although Adsense is a questionable option for online retailers, it is definitely a good add-on service for other types of online publishers. For example, a website that offers a free service like Dictionary.com gets high levels of traffic and can monetize their service through adsense. This was the case for bloggers who originally provided content for free, and could not achieve the scale required to contract directly with advertisers.
This can also apply to other previously free services, including for example wider forms of dissemination of information and news. In 2006, a man who later posted a bunch of videos claimed to be earning $19,000 a month through AdSense, saying he was also approached by Google to help him increase his click through rate. The idea of this success was a major factor in influencing online publishers to choose Adsense.
Many publishers also claim that Adsense makes their website more professional. Those who are able to contract with advertisers are generally seen as providing a very attractive service. Therefore, those who are not familiar with the program may think that the Adsense advertiser is in this situation.
However, Adsense is also compatible with publishers who only use the service to provide links to ads. Everyone has done a Google search, clicked on an Adwords ad, landed on a website that reads the top ten resources on… That's a big deal, because it's usually something Internet users find frustrating. If people see ads from Google, and then see ads from Google on another site, they may be associating that site with unfriendly practices for consumers. So this is an issue that Google needs to address in order to maintain Adsense as a reputable service.
Regardless of the flaws and sites for which the service may be unsuitable, it remains a useful tool for site visitors. Those who visit a website and click on a link generate revenue for the publisher, while those who provide free services can generate revenue.
Google's only fear is that competing PPC programs will offer publishers better deals and they will decide to go elsewhere, taking their advertisers with them. However, at the end of the day, it's best for advertisers and publishers if they stay pretty much in the same pay-per-click circuit.
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