Funding Adwords with Adsense?

It’s been years since the first Adwords advertisers first commented on whether Google would ever release a funds transfer option for Adsense –> Adwords balances.

Just think how this would help cash flow in a company’s advertising budget – you could even call it renewable advertising.

Money In (from Adsense) = Money Out (from Adwords), and then of course you could throw an additional budget into the mix to further promote more visits, hence increasing the money made from adsense further – like a chain reaction.

This would greatly help us as a development and marketing company when working with our self managed customers. We set up all the marketing for them but use their accounts…so we’re constantly pushing for payments in and out of Google. Once funds have left the Adsense account it may be weeks (or on the odd occasion months) before the company accountants approve a push of funds back into the associated Adwords account.

There have been plenty of discussions over the years, outlining many of the problems of such a scheme, but we’ll keep hoping.

Another interesting problem is how Google deals with exchange rates when dealing with customer’s funds. I was reminded of this when reading a short article over at MEMWG on Adsense.

Whether this was down to how we configured Adsense or just how Adsense is, the whole system works in USD. I was reminded of Google’s binding to the American currency when the exchange rate for GBP-USD changed from the highs of less than a month ago, to new lows…where the Dollar is once again worth more against the Pound – meaning each USD in advertising revenue means more £GBP. Good stuff.

I then remembered that our Adwords accounts are all in GBP…which at the moment is favourable since we get more £ from our Adsense, and pay less for our Adwords than if our account was in Dollars.

That sounds about right. Point of the story there was that perhaps adoption of a single currency WOULD prove beneficial, else it could lead to people playing the currency markets through Google. Unlikely I know, but one has to take every opportunity one gets.

It would also remove most of the barriers to transferring balances between accounts.