Why do advertisers support Adsense?

Google is the most popular search engine on the internet. It dominates more than 40 % of internet search queries and therefore also pay-per-click advertising (pay-per-click). The advertiser pays a fee for each click (CTR) that is displayed. As spending increases, so does the position, and as the position increases, so does the traffic.

As a result, over 140,000 businesses have chosen to advertise with them and they do this in a number of ways. Firstly, by appearing in Google search, secondly, by appearing on the retailers' websites, and thirdly, by appearing in the retailers' search results. The question arises from the fact that the adverts appear in Google search. Why do they decide to advertise their products via retailers as well?

One of the reasons for this is scalability. Those who have opted to advertise in search results and have seen a return on their investment will eventually realise that they need to look for other advertising opportunities. Advertisers can instantly achieve a wider reach thanks to the thousands of websites their adverts can appear on.

Advertisers prefer to advertise on Google distributors' websites for a number of reasons, including higher visibility. Since 60 % of internet users do not use Google, the marketer can reach a larger audience through their choice of distribution channels. Many internet visitors may want to buy a product, such as a phone, but instead of finding a website offering that good, they find an article. If the content is published on a website that uses Adsense, advertisers will certainly use this channel to reach their target audience.

Advertisers choose AdSense for a number 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 around the world. Advertisers believe that their money is safe with Google. Despite the development of click fraud and the resulting disadvantages for advertisers, Google seems to recognise that this is a problem it wants to tackle and is likely to do so in the future. Advertisers are pleased that Google recognises there is a problem and is offering refunds as a result.

Trust in Google is based on faith in its pricing. Because pricing is determined by market forces, marketers never feel that publishers or Google are overcharging for the service. This means that advertisers will continue to advertise for as long as possible, but at lower prices.

Advertisers also benefit from the fact that they can appear where publishers advertise their service. Take, for example, a publisher who emphasises the advantages of new IT software. If a software retailer appears on the page, it is almost certain that the web surfer will buy the product from them. You could argue that if the surfer is not interested, they will not click on the advert.

Google's service has given companies of all sizes the opportunity to advertise. Although click fraud is still a problem, the service is still generally recognised as the best. New companies are trying to promote themselves online, while existing brands are using the same strategy to generate interest in their services.