I have a pretty good thing going on over at Payraise Calculator. The site has low visits, but high advertiser CTR with Google Adsense. It's nothing that I would retire off of but the site has a profit margin of over 200% sustained. (It's often made me wonder whether I should simply work on building a thousand more internet free tools with Adsense… that could be a tidy income!)
So that's what I did. I signed up, set up a $200 budget and told it to run until depleted. That $200 will get Payraise Calculator listed on paid search results in the #1 position for 4 keywords I selected. Those people will be driven to Payraise Calculator where they will be met with additional Adsense links. Using my average CTR, I'll make between $10 and $20.
Someone paid for that! I don't believe I did anything that would be deemed inappropriate for the advertiser, but I do feel a little dirty. I've seen this technique used by aggregators quite a bit. They bait links that they pay little for to take you to sites where valid Advertisers have a much higher CTR. So the math works if they can sustain a good enough CTR on the advertisements. Aggregators are usually in it for the money alone, though. The sites normally lack any quality content. In contrast, Payraise Calculator is a valid site with both content and a tool for visitors to use.
Is it wrong? Or is it the same as if I had simply gotten some business off of that $200?
Note: I did this as an experiment to compare response rates and to test the system. If this is, indeed, improper – please let me know.