Google provides its customers with two advertising choices – AdWords (advertising in search result pages) and AdSense (advertising in a website) or even both who choose to opt for it. With AdWords, the results are displayed during searches whereas AdSense applies to those websites who incorporate Ads on their websites. Through AdSense, companies and individuals earn a share of the revenue that Google earns from AdWords by displaying these same text ads on your website.  In other words, you’re helping Google advertise and they pay you a percentage of what they earn.

There are different types of AdSense options available to website owners, and these include:

• AdSense for Feeds – With the increasing popularity of RSS feeds owners can put advertisements within their feeds to increase the visibility of their ads.
• AdSense for Search – This allows website owners to add a Google search box to their site that allows users to search both the entire Internet as one would  as well as the particular website they’re on.
• AdSense for Mobile Content – As more and more people are using smart phones and other portable devices to search the web, many website owners create mobile versions of their sites, and this allows those mobile versions to also have AdSense advertisements.
• AdSense for Domains – This allows website owners to put ads on their domain even if there isn’t a site there yet, which helps bring in some revenue while a site is being built.
• AdSense for Video – With more and more people using video for video blogging, advertising and more, this method allows content owners to place relevant ads in their videos.

AdSense is popular with a lot of webmasters and website owners in order to bring in revenue concurrent with an AdWords campaign.

Though Adsense is available on many web pages, advertisers are ditching it for, advertising in search result pages. The main reason behind this trend is the issue of trustworthiness. This has happened because few small companies indulge in click fraud. This occurs comparatively lesser in search pages and it is done to weaken the competitor’s ROI (Return on Investment). In Adsense, the same applies, along with the website owner trying to raise his returns using similar tactics.

Another reason for discarding Adsense in websites is that, the advertisers feel it involves more administration issues, such as going through websites to check their relevancy or edit their bids to ensure that they still appear on a page. It has been found that the Adsense account catches websites that do not even incorporate their key words. For example, those who advertise under the legal phrases, appear on Adsense websites with “terms and conditions” and “privacy policy” pages.

One of the discrepancies with advertising on the website is that questionable motivation of the buyer to visit the website. An individual other than the advertisers could be there on the website for completely different reasons. Some may just visit to check out the colour pallet of the website or simply click on it in a carefree manner or out of curiosity. In fact, when there is a negative review about a product, people tend to visit that website even more often though they have no intention of buying the product.

However, there are still some advertisers who actively support advertiser’s services within their website. A reason for this can be found in the fact that more and more advertisers are only choosing search. As this occurs the advertiser has inferior competition and the price of the product trims down.

Advertisers that go for content advertising prefer Google Adsense as compared to Yahoo and other such equivalent service providers as it provides a robust network of publishers and in turn benefits the advertisers as they can spread their message via a variety of different websites.

Besides, the person can directly recommend the advertisers services to another person that needs that particular service. This is a positive move for both the publisher and the advertiser and an excellent way for publishers to move ahead. Despite this, publishers cannot be too obvious in doing this or savvy buyers will definitely see through the publisher’s intention.

Conclusion:
Even though AdSense maybe the premium PPC content distributor, it cannot compete with search. The search results are less fraudulent and more competent than the content. This may vary from company to company, depending upon their marketing strategy and comfort zone.