I have always known that Adsense arbitrage, also called PPC arbitrage, is an illicit method that blatantly violates the Google policy. Yet it seems that things are not quite like that or at least there are those who violate this rule every day.
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What is AdSense or PPC arbitrage?
In a post from Antezeta Blog from 2008, the author expresses surprise that in some searches like Flights Milan – Rome there is AdSense arbitrage. The author explains with examples and especially illustrative screenshots how widespread this phenomenon is. Essentially, there are companies that buy keywords from tools like Google’s own AdWords and instead of directing the user to a specific page related to the search keyword, such as a flight search engine, they make them “land” on a specially built page (landing page) filled with Google AdSense for the search. The page is almost entirely built for AdSense with some content taken from external sites to create a sort of fake filler. It is clear that at this point, the user has no option but to click on the AdSense advertisement.
Why AdSense for search?Â
AdSense for search contextualizes the search keyword very well. So the returned result is absolutely in synergy with the search performed by the user upstream. For a publisher (a generic term used to indicate the site owner, not to be confused with the true Italian publishers, i.e., those who usually create quality content) to use the search JavaScript, they must obtain confirmation from Google. In particular, Google offers the publisher the AdSense JavaScript which can be customized with colors and fonts. At the same time, however, Google must confirm if the integration has been well executed according to their policies. Therefore, landing pages containing AdSense for search must be approved by Google. To date, nothing has changed. Especially in competitive sectors such as travel, for example, in Italy there are companies that use PPC Arbitrage.It is enough to do a Google search with “hotel Paris” (a very competitive keyword) and then observe the sponsored link results. Apart from tour operators and travel agencies, legitimately present in that list, I am certain your eye will fall on links whose landing pages use this technique.
So, isn’t PPC arbitrage an illegal policy?
The answer is obvious: evidently, it is not illegal. However, be careful. Google might penalize or ban some publishers (for unknown reasons) and not intervene on others (for equally unknown or not obvious reasons). In practice, it is not said that the rule applies to everyone. If you are small publishers, do not use these techniques; I am not so sure that PPC arbitrage is legal for you or complies with the democratic rules stating:the policy is the same for everyone.
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