humblebeginnings - 6:49 pm on Jun 27, 2006 (gmt 0) Publishers complaint 1: Some advertisers have poorly written low quality ads. I will block their ads. Publishers complaint 2: Some advertisers pay only 3 cents per click. I wish I could block them. Publishers complaint 3: Advertisers only want their clicks as cheap as possible. Publishers complaint 4: Some ads just have a very low CTR. Advertisers should write better ad-copy. Publishers Complaint 5: Some advertisers do not sell a real product. Their clicks can't be worth much. I will block their ads.
I am usually not lecturing others but I have the feeling that this Adsense forum sometimes is too much in an anti-advertiser mood. I see so many threads complaining about bad quality advertisers, low paying advertisers and advertisers not selling a real product. As many others in this forum I am both an advertiser and a publisher. I strongly support the idea that publishers, advertisers and Google form a unity, they all need each other to make a profit. Therefore I wish to put some complaints about advertisers in another perspective.
Advertisers point of view: That is correct. There are thousands of Adwords advertisers, some of them indeed provide poorly written ad-copy.
All the same some publishers have poorly written bad quality content. If needed we block them too. But that's not the real solution. The real solution is that Google will continue their ongoing effort to improve the quality of both advertisers ads and publishers content.
Advertisers point of view: If you really want that you should do that. But remember advertisers don't bid low just to annoy publishers. Sometimes they just don't have a choice. If you are selling $3,- widgets, you need to find very cheap ways to promote them. Otherwise you will not make money. This really works both ways. If you are a publisher and you have a website about $3,- widgets, perhaps you should think twice before anticipating on large advertising revenues.
Advertisers point of view: Advertisers do not want their clicks as cheap as possible, they want their return of investment to be as high as possible. If I have to invest $100, what do you think I will do; will I get 10.000 clicks of $ 0.01 each, or 100 clicks of $ 1.00 each? The answer is simple; whatever makes me the most money. If 100 clicks of $1.00 makes me more money, you will get your expensive clicks! And sometimes, your wonderful content is just what makes the difference for the advertisers sales!
Advertisers point of view: That could be the case. Perhaps there is also a chance for publishers to improve their content in order to get higher CTR. Most of my ads are targeted at selling a product. Is your content aiming to sell my products? If not, there is part of your explanation. If publishers wish to improve their CTR, perhaps they should consider to re-write their content in order to pre-sell the advertisers products.
Advertisers point of view: Some of my campaigns indeed do not sell real products, but I offer good money for my clicks. In some case I wish to establish a position in my market by running a large scale campaign, bringing many visitors to niche content pages. It is in fact my strategy to sell these initial visitors nothing yet. As soon as I have established trust and these visitors start coming back, I start selling them stuff. In some cases it is just worth to invest for a while in a campaign that doesn't sell any products yet. If I am in a competitive market, my clicks won't be cheap and you miss them cause you blocked me. In other cases, I get paid if people sign up, for example for a newsletter. In some cases the commission I get for a signup is very high. Since these high-paying markets are mostly very competitive, my clicks are very expensive. But if you block me because I don't sell a real product, you don't get these clicks.
Publishers complaint 1: Some advertisers have poorly written low quality ads. I will block their ads.
Publishers complaint 2: Some advertisers pay only 3 cents per click. I wish I could block them.
Publishers complaint 3: Advertisers only want their clicks as cheap as possible.
Publishers complaint 4: Some ads just have a very low CTR. Advertisers should write better ad-copy.
Publishers Complaint 5: Some advertisers do not sell a real product. Their clicks can't be worth much. I will block their ads.