Should You Put Google Ads On Your eCommerce Site?
By Mark Walters
One of the biggest debates in the eCommerce world is whether to post PayPerClick
advertisements on a website, or not. Many sites are using video advertisements to improve the look and feel of
their sites. Others are hoping that PayPerClick will offer a passive source of income, but this short-term thinking
may cost the company serious profits.
The purpose of a PayPerClick ad is to take a visitor from your website and put them on another website. This person
leaves before they ever see the host company’s squeeze page, buy-now page, or Social Networking tools. This means
that a potential customer is gone for good. The problem is - the ads on the host company’s website represent the
competition.
PayPerClick Passive Income
On one side of the debate is the idea that PayPerClick lets eCommerce businesses generate some revenue from people
who were going to leave the website anyway. The problem arises when the website looks at the actual numbers.
It takes several months before Google starts registering clicks, even if thousands of people have already clicked
the link. Even when Google does start registering links, they rarely register more than one half of the actual
links. In many cases, Google counts less than half.
Then, there is the Page Rank Trap. Google only pays a percentage of the money promised, based on the site’s page
rank. A site can build more than 10 000 inbound links and 1000 pages of content and still have only Page Rank 3,
earning about .05% of Google’s promised payout. Many sites (non MFA - Made For Adsense) work for 2 - 3 years before
they earn $100 a month.
A website can make hundreds of dollars a month from Adsense, as long as the primary purpose of the site is to
generate PayPerClick traffic.
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