When you look on the internet for articles based on the publisher or advertiser side to PPC, you will most likely fall upon an article about tips, tricks and helpful information. I want to make this article different from the typical informative article. Just like with everything, nothing is perfect. As much as pay per click advertising has revolutionised the way we look at advertising in general, it will and does still have its flaws. For this reason, below are, what I feel, some flaws of PPC which programs such as Adwords and Adsense can improve upon.
 

Publisher Side

The publisher side to PPC has always been the best way to monetize websites. If you look at the biggest websites out there, they will all be using PPC as a tool of monetisation. But, as much as PPC has many benefits, it also has its drawbacks too.
 
My first example is with payment thresholds. Although payment thresholds do not affect me, I know that it will affect a new time publisher when deciding what PPC program to go for. The problem is that there are many bloggers out there that are blogging as a hobby and making one to two dollars a day. Although it is not much, it is enough to give the person a bit of spending money at the end of each month. The problem with the payment thresholds is that for some bloggers, they are still too high. If Google want to encourage as many people to use PPC on their websites as possible, abolish the payment threshold down to around the $10 mark.
 
I have to say that after being accepted as a publisher to use Media.net, the majority of PPC programs are in the past. The adverts Media.net display are not always the typical advert being headline/description/URL. Instead, the layouts change of the adverts for every refresh of the page. The diversification of adverts being displayed ultimately means the users don’t scan past the advert gaining the publisher more clicks. For all those PPC programs that stick to headline/description/URL adverts, try and spice it up by introducing new layouts for advertising units.
 
 

Advertiser Side

Like with the publisher side, there are areas I feel PPC can improve upon to make the user experience for advertisers the best it can be. My first criticism comes linked to my last point I made on the publisher side. PPC should give advertisers the absolute freedom to create the advert of their choice from a single headline line to multiple lined text adverts: let the advertiser choose. From doing this, advertisers will be more able to mould their adverts to their campaign resulting in more success. If you have read about the history of advertising, PPC has been around since 2000. That’s 12 years. Is it not time now to change the way adverts look like Infolinks has?
 
As well as this, I do think the customer support provided by the biggest PPC programs such as Adwords needs to improve too. Again, I will relate to Media.net of whom sent an email to me to tell me my website has been approved and that I have a mentor that will help me optimise my adverts for maximum performance on my website. If Google provided this kind of support for both Adwords and Adsense, there would be no other program out there that could even get close to competing against them.