Google is the most popular search engine on the internet. It dominates more than 40 % of internet searches and, consequently, pay-per-click (PPC) advertising. The advertiser pays a fee for each click (CTR) they specify. As expenditure increases, so does position, and as position increases, so does traffic.
Consequently, over 140,000 companies have decided to advertise with them, and they do this in various ways. Firstly, by appearing in Google searches, secondly, by appearing on merchant websites, and thirdly, by appearing in merchant search results. The question arises from the fact that advertisements appear in Google searches. Why do they choose to advertise their products through merchants as well?
One of the reasons for this is scalability. Those who opt for advertising in search results and have seen a return on their investment will eventually find that they need to look for other advertising opportunities. Advertisers can achieve a larger reach instantly, thanks to the thousands of websites where their ads can appear.
Advertisers favour advertising on Google reseller websites for a number of reasons, including increased visibility. Since 60 % of internet users do not use Google, the marketer can reach a larger audience by choosing distribution channels. Many internet visitors may want to purchase a product, such as a phone, but instead of finding a website that sells this commodity, they find an article. When the content is published on a website that uses Adsense, advertisers will certainly take advantage of this channel to reach their target audience.
Advertisers choose AdSense for a variety of reasons, one of which is their trust in Google. The organisation is known as an ethical company that is fun to work for and provides free services to millions of people across the world. Advertisers believe that their money is safe with Google. In spite of the development of click fraud and the resulting drawbacks for advertisers, Google seems to acknowledge that this is an issue it wishes to address and presumably will continue to do so in the future. Advertisers are delighted that Google acknowledges a problem and as a consequence offers refunds.
Trust in Google is based on belief in its pricing. As pricing is determined by market forces, marketers never feel that publishers or Google are overcharging for the service, meaning advertisers will continue to advertise for as long as they can, albeit at lower prices.
Advertisers also benefit from being able to appear where publishers advertise their services. Let’s take the example of a publisher highlighting the benefits of new IT software. If a software dealer appears on the page, it is almost certain that the web surfer will buy the product from them. One could argue that if the surfer is not interested, they will not click on the advertisement.
Google's service has opened up the opportunity for businesses of all sizes to advertise. While click fraud remains an issue, the service is generally still recognised as the best. New companies are trying to advertise themselves online, while existing brands are using the same strategy to generate interest in their services.
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