Some common reasons for failure include:
- Competing websites – There are now websites that number in the billions and growing each day. Establishing your website as a desirable destination is a multi-year effort requiring you to produce quality content over a period of time that increases your reach and makes your site as a trustworthy resource. Abandoned websites are a commonly seen phenomenon.
- Weblogs or Blogs – The new craze of the Internet, blogging, has made maintaining and updating a web-property extremely simple. And most bloggers rely on AdSense to provide a supplemental income stream. Blogs attract heavy and loyal traffic as well.
- Click Fraud Policing – If Google senses that you have clicked on advertisements on your websites, it will throw you out of this program unceremoniously without even paying you for any pending amounts. Detecting click fraud is a highly imperfect science, and thus at any time, with Google AdSense, you are on thin ice with this program. Viable competition is emerging and could become alternatives to Google AdSense.
- Cost of bringing in traffic – Obviously the best way of getting traffic is through search engine placements and by links from other websites. However, this may take a long time to bring in substantial traffic and you may have to rely on other means (press releases, article submissions, Google AdWords and so on) to bring in traffic (assuming you do not have other means such as a radio show, or newspaper column to bring in traffic). The cost of this traffic should be factored into your calculations.
- Fight for click-through-rates: Even if you have a large number of visitors, what would motivate your visitors to click on the Google Ads? In fact, sometimes, websites that provide less information start doing better with Google AdSense than those with substantial information. Over time, the odds start favoring a better site, but still there is no guarantee of a large number of clicks occurring on your website.
- Low Payment per Click – This is another factor that you cannot really control – and that is the payment that you are due per click. Each click may pay you anything from $0.01 to $1-$2. If most of your clicks pay you in the $0.01 to $0.05, your earnings are likely to remain low (unless you have a very large traffic and a high click-through rate).
- Variability in earnings from month to month – Several AdSense publishers have reported drastic changes in month-to-month earnings, with some months dipping to as low as zero! You will have to roll with the punches and plan for such periods.
- Google may make modifications to how they display their ads, and the change in algorithm could have adverse affects on your earnings due to the nature of your site and traffic. Large publishers are likely to be less affected than smaller publishers by these changes.
- Overall, give yourself two to three years before you can expect to generate substantial income from Google AdSense.
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