Zen Of Internet Marketing

It’s true that there are many different PPC (pay per click) services out there. So why is the landscape of PPC advertising dominated by just a couple of services? The answer is unsimple - volume.

The biggest names in the PPC game are Google and Yahoo. Google’s service, AdWords, is the undisputed champion of the PPC landscape. Either service, though, offers a host of quality benefits and features, and they match up fairly similarly. If you’re trying to choose between the two, think about the size of your campaign. If you’re going to a very widespread campaign that needs to target the highest number of prospects possible, then Google is your best bet. Why? Google does a higher volume of PPC each month than the other services combined.

That’s not to say Yahoo’s service is not a smart option for an online advertising campaign. Yahoo can be a great choice, especially for a campaign that is a little bit smaller in scope and is not as dependent upon mass quantity. Or, some campaigns utilize a combination of both services. This can be a good way to create a campaign that has even further reach into your target demographic.

Just because Google and Yahoo are the biggest names in the game doesn’t mean there aren’t other relevant players. Several others exist, such as Ask.com and MSN. And, on a smaller scale, there are several other niche PPC providers. Sometimes, these services can actually be a better bet for a small campaign, because certain keywords can be less saturated than with the big services. This makes is possible to have a lower cost per click average, and thus makes it possible to increase the profitability of the campaign. Of course, the biggest drawback of these services is their scope. On a large scale, they can’t compete with the numbers of the top PPC services.

In truth, almost all of the PPC services you can choose from offer very similar features and benefits. There is a standard across the PPC industry, and most services comply tot his. But as Google and Yahoo are very large media companies, they have developed very smooth systems that are bug-free and streamlined. But what really separates the top PPC services is simply volume. Google does more customer volume than all the other PPC services combined. Yahoo is a solid (though distant) second place. Both of these campaigns can be used on a large-scale basis, while the other services are perhaps better suited for smaller, more specified PPC campaigns.

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Tags: Advertising

This entry was posted on Monday, August 4th, 2008 at 8:07 am and is filed under Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.