Putting a Google search box on your site brings advantages anddisadvantages. The big plus is that all the ads the user sees are going to berelevant. The user chooses the keyword so the results are going to be rightin line with what the user wants.
On the other hand, that means you’ve got no control over the keywords theychoose so you can’t try to promote high-paying keywords. You have to takewhat you’re given. You could have a high click-through rate but low revenues(although there’s still no guarantee that the user will click on an ad ratherthan an unpaid listing on the search results page.)
But your users will leave your site at some point anyway. Why shouldn’t youtry to make money when they do click away? Even if Search doesn’t bringyou huge amounts of money, you should still use it as an added revenuesource and to bring extra functionality to your users. I look at it this way. Ifa visitor doesn’t find what they want on my site, I’d prefer that they leavesome change in the “tip jar” on the way out the door!
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