If you are planning to do Pay-Per-Click advertising, the biggies are Yahoo’s Search Marketing or Google’s Adwords.
If you purchase a Google Adword advertisement, your position in the listing is determined by the equation:
PI = CPC * CTR * text relevance of ad * history of keyword factors * other
where:
PI = position of your ad
CPC = cost per click
CTR = Click-through rate.
In other words, three of the five facters are determined by Google.
With Yahoo, I could buy a specific position. If I wanted to be #1 for a specific keyword phrase, I could purchase (or actually bid to purchase) that particular slot. Moreover, I could promise a client a position based on what they wanted to purchase.
This advantage is illusionary, however. First, I noticed that the advertisements on CNN (which are Yahoo ads) would often have a company at the top that had questionable ethics. In other words, regardless of their ethics a company could purchase the top slot. As a result, I realized I couldn’t trust any of Yahoo’s advertisements. The free or organic listing was more trust-worthy. With Google, I could drive a top position for my advertisment with little money if I had the click-through rate. In other words, with Google David could slay a Goliath.
Moreover, when I use to buy my ad Yahoo gave me 190 lines for the ad versus the 70 lines Google gave me. Yahoo only gives you 70 lines now.
The conclusion here (and Penny Marshall, a top Pay-per-Click expert agrees) – go with Google’s Adwords.
You must log in to post a comment.