When Adsense Makes No Sense: Knowing When Not To Use The Google Adsense Pay-Per-Click Program

Google's AdSense program is a proven money-maker that has enriched the pockets of many website owners. Unlike many pay-per-click systems, the AdSense program has a large pool of advertisements to draw from -- the ads come from Google's AdWords program, which you can think of as the flipside of AdSense -- which almost guarantees that AdSense can find relevant advertisements to display alongside a site's content.

There are times, however, when using AdSense makes no sense at all. Here are some common scenarios:

1. Your site gets too much traffic.

The basic AdSense program is geared for small-to-medium sites. If your site gets significant traffic, look into the Google AdSense Premium Service (http://services.google.com/ads_inquiry/ct). This is the program used by sites like Amazon.com and the New York Times.

2. Your site does not conform to AdSense program policies.

You cannot display AdSense advertisements on any site that violates the AdSense program policies (https://www.google.com/adsense/policies). This is outlined in the first section of the AdSense terms and conditions (https://www.google.com/adsense/terms) to which you agreed when you joined the AdSense program.

Practically speaking, this means that any content that promotes pornography, gambling, drug use or any illegal activity is unsuitable for AdSense use. You are also forbidden from using AdSense to promote alcohol, tobacco, conterfeit goods and other controversial products or services. If you're running an online casino, for example, AdSense cannot be used on the casino's site.

3. Your visitors are offended by advertisements.

Above all else, AdSense is an advertising distribution program: you're renting space on your pages to Google for the display of advertisements drawn from its AdWords program. In return for the use of your space, Google gives you a cut of the pay-per-click revenue it makes from the advertisements shown on your pages. If most of your visitors find ads offensive, they'll stay away from your site and you won't make any money from the ads that are displayed anyhow, so you might as well not display any ads.

Note that there's a difference between offending your visitors by showing any advertisements at all and offending them by showing the advertisements in so obnoxious a manner that all they want to do is leave your site. In fact, displaying ads in an intrusive manner violates the AdSense program policies and should be avoided for that reason alone.

4. The ads are simply unsuitable.

Although Google does its best to find targeted advertisements that are relevant to a page's content, sometimes that targeting fails and unsuitable ads are shown. If your content is about the evils of dieting, for example, you probably don't want to see advertisements promoting specific diets. Nor do you want to see advertisements for competing products or services. AdSense lets you filter out many advertisements, but in some cases it's simply impossible -- or too much work -- to keep out the unsuitable advertisements.

5. You make more money by keeping visitors on your site.

The fundamental premise of pay-per-click advertising is that you're willing to send your visitors elsewhere in return for some kind of payment. If AdSense is your only form of revenue then this is an acceptable trade-off. If, however, your site makes you more from other programs, you should consider whether or not losing some of your visitors to pay-per-click ads is worth it.

You don't have to remove ads entirely to handle this problem. You can simply reduce the number of ads that you display and even reposition them so that they're clicked less often. Or place them only on the site's exist pages -- the pages from which your visitors typically leave the site. Remember that your visitors are going to leave your site eventually anyhow, you're just trying to get them to stay longer.

Another strategy is to use AdSense link units instead of regular text or image advertisements, because you can configure link units (unlike the regular ads) to open in a separate window when clicked.

Remember that the AdSense program is a flexible pay-per-click program. You don't have to show advertisements on each page of your site -- in fact, the AdSense program policies forbid you from displaying ads on certain kinds of pages. Nor do you have to display ads on each site you own. You can even decide whether image or text advertisements (or both) are to be shown on a page-per-page basis. And of course you can use AdSense channels to discover just exactly which pages are making you money and which pages aren't.

Use AdSense's flexibility to your advantage, but don't get stuck on it if it's not working for you. There are other pay-per-click and impression-based advertising systems out there to explore. For a general, all-purpose program it's hard to beat AdSense, but your situation may warrant a more specialized program. Some sites make more from affiliate programs that from selling advertising, or use a combination of both. Do the search and figure out what's best for you.

Copyright 2005 by Eric Giguere. Permission is granted to reproduce the article in electronic newsletters or on websites provided that the complete article text is included, unchanged, and that neither the copyright declaration nor this license are removed. This article was originally published at http://www.MakeEasyMoneyWithGoogle.com/no-adsense.html.

Eric Giguere is the author of Make Easy Money with Google: Using the AdSense Advertising Program, an introductory AdSense book published by Peachpit Press. Find out more about the book from the companion site http://www.MakeEasyMoneyWithGoogle.com or by contacting the author directly at [email protected].

In The News:

9 PPC Mistakes That Impact Success  Search Engine Journal
5 Tips for Hyper-Optimizing Your SEO  Business 2 Community
How top landing pages convert in under 8 seconds  Marketing magazine Australia
How Not to Work with PPC Managers  Search Engine Journal
Why PPC Is a Must Have for Ecommerce Sites  JumpFly PPC Advertising News
Are bots eating your Facebook budget?  Global Banking And Finance Review
What Is Ethical PPC?  Search Engine Journal
10 Awesome PPC Text Ads  JumpFly PPC Advertising News
A Complete Guide to PPC Ad Formats  Search Engine Journal

Discover the Art of the Pay per Click Start (Round 2 of 2)

Starting an ultimately effective pay-per-click campaign is difficult. Although the... Read More

How I Boosted My Monthly AdSense Profits from $673.07 to $21,398.85 in Just 6 Months

How I Boosted My Monthly AdSense Profits from... Read More

Click Fraud ? Threatening the Internet Economy

One of the most popular forms of Internet advertising is... Read More

Successful Pay Per Click Ad Copy

Writing outstanding ad copy for pay-per-click advertising campaigns is critical... Read More

What You Need To Know About Googles New AdWords Affiliate Policy

A lot of affiliates are selling other people's products with... Read More

4 Steps To A Successful AdWords Campaign

Not getting the satisfaction you want from your AdWords account?... Read More

The Truth About Why People Search!

Why do people search on search engines? Let's confess this... Read More

Optimizing Adsense For Better Performance and More Money!

So you want to make money with Google Adsense? I... Read More

Advertising Your Work From Home Internet Business With PPC Search Engines

If you want to make money online with a work... Read More

How to Maximize Paid Search Results

Because of increasing competition that has led to higher advertising... Read More

Team Up With Your Competitors

Pay per click search engines are a great way to... Read More

Can I Make Money Online with the Adsense Program?

Sure you can. If you will learn how many other... Read More

Pay Per Performance Web Traffic

Why should you pay to get web site traffic, isn't... Read More

Pay Per Click Advertising Can Be Very Risky Business

Click fraud is an unfortunate byproduct of the pay per... Read More

Posturing Yourself As The Expert By Utilizing Google Search

First, go to google and type "dan kennedy" into the... Read More

It Makes Sense to Add AdSense to Your Blog

Google AdSense is easy to install on a web page... Read More

Google AdWords: Like Playing The Lottery

A "dollar and a dream," is all you need said... Read More

AdWords Campaign Set Up Tips - Part Two

Ready for more tips on how to make your AdWords... Read More

Secret Reasons Why Some Businesses Can Afford to Bid Ridiculous, Amounts On Pay-Per-Click Keywords

The other day I was talking to one of my... Read More

A Smart Trick for Attracting Higher Paying AdSense Ads

There are no guarantees in life, so I don't guarantee... Read More

Get Real-time Adsense Channel Stats And Find Out Which Ads Are Being Clicked

If you have multiple sites or multiple directories in your... Read More

Grow Your Internet Business with Pay Per Click Search Engine

As you probably know, Google is the world largest search... Read More

99 High Paying Keywords: The Secret Is Out!

Incorporating high paying keywords into your site is critical to... Read More

Organic Natural Search Engine Optimization versus Pay-Per-Click Search Engine Advertising

When you purchase visitors or "clicks" from a search engine,... Read More

Googles AdWords Select(tm) Groundbreaking Program

One of the absolute best online marketing processes available to... Read More