Adword and Adsense Compliment Each Other
That does not seem to be the case either, because whenever we see the ads on the right side of the search result pages, there is always room to put more ads. For those who have noticed, it does not matter how many pages the searchers go through, the ads more or less remain similar all along, in fact they are the same initial ads that will appear repeatedly. What this could reveal is there are not enough ads for every given keyword, which could be translated into there should not be bidding war, even if that is not what we hear.
The final outcome however, is that most people are satisfied with Google’s Adwords that has a proven track record of driving traffic to an advertising site better than anything else, and the ad is text throughout. Somehow, the days of the banner ads are waning, because of their limited nature, where they appear only on the webmasters Web site, and maybe on a few others that could be affiliates.
Furthermore, if ads had remained stationary, almost all sites would have been crowded, and the system would have suffered a setback. But that problem had been solved when rotating banners were introduced, which could load as many banner as needed, and give every banner a few seconds of impression so that those that are loaded on the system will appear as many times as possible in a given period of time. In spite of that limitation, it does not fall far behind, for example, from what Google is doing with Adword.
Google’s Adsense that always uses text gives a little bit of a twist to what banners had been doing all along, and the major difference is Adsense is text, it does not take much to download, and a good number of them could be shown on a Web page, even if there are button banners that are smaller than text. Also Adsense is content-driven when compared with banners that are handpicked and in most cases, except that they have the potential of making money for the webmaster, they do not necessarily have relevance with what the site is doing.
A site selling a car could have a banner advertising a clothe-selling site, with the assumption that the car-buying customer could also be interested in buying clothes. But Adsense makes sure that there is relevancy and on the same site for example Adsense would end up showing ads that have car accessories or ads that have relevance to cars only. Some might see this as a limitation, but webmasters could overcome this problem by mixing both banner ads and Adsense, and this shows there is not a perfect advertising platform to meet all needs. At times, embracing a number of them might be necessary.
Adsense has another disadvantage too, in a sense that unless the content of the site changes, the ads it will generate on a regular basis will be the same, making it similar with banners, that are handpicked in almost all cases, and prearranged to rotate with no precondition. Consequently, that is why Adsense can thrive on a blog site rather than on a site that could be selling any product or service, whose copy will not be changed frequently. In that sense, it is not at all different from banner ads, but with an explosive potential that would surface if the content of the site changes frequently.
For the advertisers who are using Adwords, it creates a sure outlet where they might be effective in exposing what they do and be able to generate traffic in a large scale instead of through a banner ad that will appear on a handful of sites. The sites themselves might not be easily found, unless they advertise, and what they are using could be a fixture or even rotating banners, picked only for their money generating capabilities. Moreover, it is not difficult to see that Google’s advertising system has taken Internet advertising at least one notch farther than its competitors. But it is like a vehicle where it needs more things to make it work effectively, unlike banners that might do the job as long as there is traffic, and the traffic is always scarce unless effort is exerted to direct it to a given site.
What comes, among other things, to the rescue of Internet advertisers is Adwords, where as long as advertisers are willing to pay for keywords, their ads will be displayed whenever those key words are used. That will take place on Googles search engine and on other varied upscale sites among many smaller ones that are using the Adsense program, which attract millions of visitors on a daily basis, unlike banners that could appear on a handful of sites, where there are ads touting visitors to visit an advertising site, and the site itself might not have the needed traffic to accomplish even that. That is why cost-per-click advertising is so effective, as the number of sites where the ads could be appearing is totally unlimited and it could even be mind boggling, but still limited to those that are using the Adsense program. In addition, the advertising process could be controlled, and tweaked as many times as necessary in a given day and the automated system reflects the new changes introduced immediately and most of all it is cost- effective in most cases.
And the other major difference is banner advertising is performance-per-click, where the clicking customer will have to buy before the site displaying the banner makes money, whereas Adsense is pay-per-click-through only, because there are sure payers for all the click-through. The amount paid out varies, it could go up and down, and because of the bid what Google gets could also be high. However, Google could pay out a fixed amount or a percentage, and no one per se knows how it is paying, except that people get checks every now and then, and the amount could go high for those who have high traffic volume, because the higher the number of the click-through, the more the captive advertisers pay. And it is no wonder if many people choose Adsense and they could be Adwords advertisers too, which means they can even cover their Adwords expense from what they make from the Adsense program. Google itself is also selective compared to the banner advertisers, but unless that mechanism that changes the relevance on ongoing basis is not in place, it is not productive.
There are advocates who are saying the commercial intent of Google is changing the landscape of sites, because the number of sites that are working for the Adsense program is presumably on the rise. That presumption might not stack up because, any site that is working to meet the Adsense requirement alone cannot attract traffic, because they have to offer something of attraction and value for others. However, sites that are dealing with information that has demand or those who can create that demand are having a bonanza, because visitors will come in droves for the information provided, while at the same time they have a chance to click through what captures their interest. Whether they buy or not the site displaying the ads makes a few changes that could add up.
One other subject matter that is surfacing frequently is what search engine optimizing companies (SEO) are claiming that generic optimizing is as good as or even better than using Adwords. Some people will find it difficult to come to terms with the outlook, knowing that unless someone is operating in a shoestring budget, which is the case most of the time when someone starts doing business on the Internet, because the startup-cost is very low, no one wants to waddle into that uncertainty where it takes a very long time to get indexed.
Making it to the top ten sites takes eternity and for very many sites, it will not happen. Many reasons could be cited as the cause and like it was mentioned earlier if a webmaster has a problem of keeping a site fresh because of the nature of what is involved, this might be a good route to follow or mixing the two is recommended in most cases, because one might not go without the other if doing an effective business is the drive, but Adwords could sure do the job alone even if it could hit hard on the pocketbook.
