There are several factors to be considered when deciding whether to incorporate Adsense into your website. While some of us feel that it is a useful tool which generate revenue and makes the content profitable, others feel that it some how diminishes their brand image.
However strange it may seem, many businesses who sell products on their sites decide to place Adsense ads on their website. Not only does it steal valuable traffic, but also opens up opportunities for rivals to promote their service or products to the potential customer base.
Some businesses claim to do this to allow ancillary services to advertise. These claims may have some merit, for example, sites selling pillows may provide sites selling bedding an opportunity to advertise.
Although this would not be a good idea, there are many online retailers who allow rival companies to penetrate their audience. According to them there are still benefits in allowing direct competitors as if visitors wish to see their competitors they would be able to see them through Google search regardless. However, even the slightest thought of an established brand like Coca-cola having a Pepsi advert on their website does not seem a possibility.
Some Adsense publishers also feel that Adsense is not that effective in making conversions.They feel that visitors who click on the adverts are not qualified customers, as they would quickly navigate to the materials or products that interest them if they were.
Adsense may be a questionable choice for some online marketers, but for other varieties of online publishers it is a good supplementary service. Take the case of a free service like dictionary.com. It offers a free service, but due to high level of traffic they are able to make their service profitable through adsense. The same can be said about Bloggers who mainly provide content free of any charge, but generates some revenue as Adsense publishers.
Many publishers also claim that adsense makes their website look more professional. Those who are able to contract with advertisers are generally seen to provide a service with large appeal, and therefore those unfamiliar with the program may feel that the Adsense advertiser is in this position.
Adsense however, is also aligned with those publishers who use the service purely to provide links to adverts. Everyone has done a Google search, clicked on an Adwords advert and came into a website which reads top ten resources on… This is a major problem, as is generally something that surfers find frustrating. If people see that it says adverts by Google, and they then see adverts by Google on another site, they may align that site with consumer unfriendly practices. This is therefore an issue which Google has to address, to maintain Adsense as a reputable service.
Regardless of the disadvantages and for websites which the service may be inappropriate, Adsense is still a useful tool for website visitors. Those who visit a website, and click on a link provide revenues for the publisher, whilst those who provide free services are able to generate revenue.
The only fear that Google has, is that rival Pay Per Click programs offer better deals to publishers and they decide to go elsewhere, therefore taking advertisers with them. However, ultimately it is best for advertisers and publishers if they largely remain in same Pay Per Click circuit.