Google being the largest search engine on the web controls over 40% of Internet searches and reigns Pay Per Click (PPC) advertising.

In PPC advertising the advertiser pays a rate for every click through (CTR) which the advertisers set according to their budget. As their budget increases, their position increases, and as their position increases, they get more traffic.

This has lead to many advertisers choosing to advertise with them, and they advertise various ways. Firstly, appearing on Google searches, secondly appearing on Adsense publishers websites, and thirdly appearing in Adsense publishers search results. As ads appear at the side of Google searches, you may ask - Why do the advertisers choose to publish ads with Adsense publishers as well?

One such reason for this is scalability. Advertisers who choose to advertise in search results and who were getting a ROI (return on investment) will decide at one point that they need to identify the scope of other advertising opportunities. With billions of websites which have the capacity to display their ads the advertisers can gain further exposure very quickly.

Choosing to advertise with Adsense publishers also helps the advertisers to gain further exposure. As 60% of internet users do not use Google, the advertisers can appeal to a wider audience by choosing to opt for distribution channels. Many website users may be looking to buy a product such as a phone, yet instead of coming across a website which sells such a product, they come across an article. If the article is on a website which contains Adsense ads then inevitably advertisers can use this channel to penetrate their audience.

Another reason why advertisers choose Adsense is because Google is renowned for being an ethical company who are fun to work whilst providing free services to millions worldwide. Advertisers turst Google and feel that money invested with Google is safe. Despite the evolution of click-fraud and its inevitable disadvantages for advertisers they appear to understand that this is an issue which Google wants to stop and hopefully will eventually. Advertisers are happy that Google admits a problem exits and provides refunds accordingly.

Trust in Google also stems from a trust in cost. The pricing is set by market forces and therefore advertisers never feel that Google is overpricing the service. This means that as long as advertisers are able to advertise they will continue to do so, if not at the same rates.

Another strong advantage for advertisers is that they can appear where Adsense publishers promote their service. The service which Google provides has created an opportunity for businesses of all sizes to advertise and is till widely regarded as the best. New businesses attempt to promote themselves on the web, whilst established brands choose to attract interest in their service using the same technique.