I’ve been involved with Google Adsense since 2003 and there are a few weaknesses in the program that I don’t care for. In one sense, there’s an overemphasis on the traffic needing to convert in order for the publisher to make good money. It’s a great concept. Of course, in a perfect world, the traffic should convert, but this world we live in is as flawed as it is diverse. So why do we have to get paid less if the advertiser doesn’t sell something?

I’m certain that more and more ad models are coming from Google. We’ve seen them experiment with all types of formats, and we know they’re currently experimenting with CPA ads, so some of what they do in coming months could be quite different than what we’re used to. And I think it’s definitely time to revamp certain parts of their program.

If CPM gets too low, Google will lose ground with publishers

I’m sure it seems like Google can’t be beat currently, but you know they’ll face more and more competition over the years. Some of these companies will end up using systems that aren’t as volatile as Adsense. If webmasters could get used to steadily increasing earnings, they would switch from Adsense immediatedly. If that time ever comes, Google will be vulnerable, just like any other company.

Do you think ad payouts should be reduced if the visitors don’t convert on the advertiser’s website?