You could. After all, why in the world would you want to give Google a portion of the income that you can generate selling advertising space on your Web site?
Okay, okay. I give. The question was a setup. The truth is I can think of a few (very good) reasons that it might be worth losing a small portion of your advertising revenue to allow Google to handle the logistics:
Ease of advertising sales: You could find out which advertisers are putting their ads on your site and go straight to them to cut a deal for
advertising that would cut Google right out of the picture. But would you know who to contact? And would you know how to go about convincing the advertiser to put his ads on your site? Probably not. Instead, Google handles those sales issues for you, and that alone justifies the premium that Google gets from connecting advertisers with ad publishers.
Availability of time: Think of it like this: You can make and bake homemade bread to go along with your dinner every single night, but it’s time-consuming and bread’s available on the grocery store shelves that you don’t have to knead, let rise, or bake. And that bread is just as good as anything most people could make at home (and in a lot of cases, much better!). AdSense is the same. You could track down the sales, negotiate the deals, design the ads, and then connect your site to the advertiser’s site. But why would you spend time on that when you could let Google do it, place a couple lines of code in the design of your Web site, and then sit back and wait for the clicks to happen? Time is at a premium, and you have better ways to spend that premium than on the time-consuming activities that go along with selling, designing, and
implementing advertising on your Web site.
Avoidance of technological frustrations: Those ads that are placed on your Web site when you sign up for AdSense are created by someone.
Usually that someone is a tech geek of some kind who not only knows what works in online advertising but also knows how to program pages
or sections of pages to see, display, and update advertisements regularly. Are you that someone? Most of the time, the answer to that ques-
tion is no, you’re not the tech guru. If you were, you’d be in advertising and wouldn’t need this book. It just makes more sense to allow someone who knows how to handle the situation to handle it. That frees you up to do tasks that are more essential to making money.
Welcome to reproduce this passage. Please indicate the source when you reproduce this passage.
