"Google isn't in it to be fair to publishers. "
Webmasters arent in it to be fair to google either.
Without us, google would have nothing to advertise on outside of their own sites.
The games they play with their algo's are rubbish. Its a rigged market.
The correlation between clicks and CPC is absurd.
When my clicks go up.... it instantly drives CPC down.
If clicks go down... CPC goes up.
This is NOT a bid/ask marketplace. Google estimates what it thinks your site should be getting in clicks and games the numbers to fit their formula.
I have billboards on the internet that I sell space on.
Problem is.... there is this middleman monopoly guy I have to work through. If people pay $X to advertise on my billboard and its doesnt convert the middleman steps in and takes back money. WTF?!? That is google.
As a billboard space seller, I want an ad agent that takes %X cut in return for managing my ad system. Oh yes, google does that,but also F's us with their secret algo's that determine prices instead of letting a bid be a bid.