Selecting the Right Pay-Per-Click (PPC) Program for You

By Janet Driscoll Miller | May 19, 2006
More Articles by Janet


It seems like everyone is entering the world of pay-per-click (PPC) ads these days. But for many, entering the world of pay-per-click advertising is a big unknown, so Search Marketing Sage is here to help! Each program has slightly different characteristics, so it’s important to first decide which program is right for your company or organization, and suprisingly, it might not be Google!

In this series, each day we’ll review a program and its benefits and drawbacks. Here’s a brief overview of the pay-per-click programs we’ll cover…

Google AdWords Pay-Per-Click Program

While not the first pay-per-click program in the industry, Google has emerged as a clear leader, as evidenced by its explosive growth and revenue increases from the past few years. Google also boasts the greatest percentage of search engine traffic, with a whopping 49% of searchers turing to Google to perform their Internet searches.

Yahoo! Sponsored Search Pay-Per-Click Program

Yahoo! Search Marketing, formerly Overture, was the first major company to market pay-per-click advertising. Yahoo garnishes approximately 30% of all search traffic, so it’s definitely a powerhouse. But while Yahoo! Sponsored Search has its benefits, it has its problems too, and it has been lagging behind the Google AdWords pay-per-click ad program in terms of functionality and options.

MSN AdCenter Pay-Per-Click Program

Recently relaunched, MSN’s AdCenter pay-per-click advertising program is the newest program we’ll review. MSN serves its ads on the MSN search engine as well as Amazon.com and its engine, A9. MSN AdCenter still has hurdles to overcome, but it can be cheaper per click and it does currently command 15% of search engine traffic.

Tomorrow: The Basics of Google AdWords

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