Google is the biggest search engine on the Internet. It controls more than 40% of Internet searches, and that it controls pay per click advertising (pay per click). PPC, the advertiser pays a fee for every click through (CTR) in which the advertisers. As their budget increases, their position increases, and as their position increases, they get more traffic.

This has led to more than 140,000 companies choosing to advertise with them, and they advertise in a number of ways. The first way is through is shown on Google searches, the second is through distributors websites, and the third is through distributors are listed in search results. As advertisers appear in Google searches, the question is sometimes asked. Why do they choose to advertise with distributors as well?

One reason is scalability. Those who originally choose to advertise in search results and received a ROI (return on investment) will decide at some point they need for other advertising opportunities. With thousands of websites that have the capacity to display their adverts the advertisers can gain further exposure very quickly.

Another reason why advertisers choose to advertise in Google distributors websites is that they gain further exposure. 60% of Internet users do not Google so the advertiser can appeal to a wider public to use by choosing to opt for distribution channels. Many users of the website are looking to buy a product, such as a phone, but instead of coming across a website that sells such a product, they come to an article. If the article on a website that contains Adsense then inevitably advertisers can use this channel to penetrate their audience.

Another reason why advertisers choose adsense is because they trust Google. The company is known as an ethical company who are fun, while providing free services to millions of people worldwide to work. Advertisers feel that money invested with Google is safe. Despite the evolution of click-fraud and its inevitable disadvantages for advertisers they appear to understand that this is an issue which Google wants to stop and hopefully will eventually. Advertisers are happy that Google admits a problem exits and provides refunds accordingly.

The trust in Google also stems from a trust in pricing. The price is the market and thus advertisers never feel that publishers and Google are overpricing the service. This means that as long as advertisers are able to advertise they will continue to do, if not at the same rates.

Another strong advantage for advertisers is that they can appear where publishers promote their service. An example can be seen when you consider a publisher who discuss the benefits of new IT software. If a software vendor appears on the website then inevitably they will likely source from which the web surfer will have to buy the product. If the surfer is not interested may argue that they would not click on the ad.