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Very few companies have had as large an impact on
our society as Google. If you want to find out what a mongoose
eats, how many people would understand if you said that you were
going to “MSN it”? What makes Google unique is that they are
genuinely interested in making the world a better place, and money
is secondary. Their company motto is “Don’t be evil,” and they
legitimately try to live up to that code. With that said, you might
wonder why we only ranked Google Adword as the 3rd best PPC company
to use. Here are the main 2 reasons:
1) Google Adwords is not true
pay per click. Just like regular pay per click, Adwords allows you
to choose keywords, create a title/description, and you only pay
for clickthroughs… that’s about where the similarities end. With
any other pay per click company, your rank is solely determined by
your bid amount. With Adwords, there are a number of factors that
determine your rank: your bid amount, your daily budget, your
clickthrough ratio, and other unknowns.
2) Adsense. Google Adsense is the
name of the affiliate program that allows relevant Google Adwords
lists to appear on a website other than Google.com. You’ve probably
been to a website that has “Ads by Gooooogle.” The idea is to make
pay per click ads appear as contextual advertising. Google will
look through the site and find relevant keywords. If you are
bidding on those keywords on Google, your listing might very well
appear on that website. In theory, the idea of putting relevant ads
on a website is great. The problem is that the website owner is
paid a percentage of that clickthrough. Now this might come as a
real shock, but not everyone is honest; so the problem with Adsense
is that website owners click on the links to earn money. Even
though Google watches for this kind of fraud, if it only happens
once a day on a website it isn’t going to get caught. Now take that
once per day and multiply it by who knows how many websites. Don’t
understand this to mean that other PPC companies don’t have a
similar affiliate program, but what makes Adsense different is that
Google’s cost per click tends to be higher and the number of sites
that display Adsense also tend to be greater.
One question to ask yourself is ‘Who
doesn’t Google?’ The fact that Google is the most used search
engine on Earth can be a good thing or a bad thing; it all depends
on who you are and what kind of advertising you are trying to do.
Google allows you to be in contact with internet users all over the
world (although they do offer geographical targeting), but this
makes certain keywords very expensive.
Click here to sign-up for Google Adwords. |
