Netimperative - Google Vs Yahoo: Which is better for your PPC campaign?

Netimperative - Google Vs Yahoo: Which is better for your PPC campaign?: "Google Vs Yahoo: Which is better for your PPC campaign? By Staff
05-07-2006 06:30 PM
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Daniel JuppChoosing the right platform for your pay per click advertising campaign is not as straightforward as you might think. Daniel Jupp, founder and managing director of PPC management consultancy, Top Position, takes a look at the pros and cons...
Search engine marketing is literally a war of words. Clawing your way to the top of the pile often requires a skill level befitting the most advanced of military campaigns but in order to reap the benefits, you first have to ensure you�re fighting the right battle. On the plus side, the benefits of pay per click advertising are well documented. Independent research shows that advertisers receive the highest return on investment from search marketing when compared to other forms of advertising. Strictly controlled costs are a powerful weapon and one that the online marketing industry has used to devastating effect. With multiple changes to ad campaigns permitted at no extra cost, it�s fair to say that pay per click advertising has heralded a new era of flexibility for businesses. "

Daniel goes on to say more, however as well written as his article is, it asks a question which it never even begins to answer.

The answer is not straight forward but I was expecting at least a stab at it.

Well here is a stab - or perhaps an informed opinion.

The effectiveness of the yahoo vs. Google network for pay per click advertisers is highly dependent on the demographics of the users who patronize it on a country by country basis.

In North america, Yahoo being the older of the two networks, tends to have a following that we think is older and stands a stronger chance of being in business or searching for business reasons.

Google tends to have a younger network of searchers who do research but perhaps not as much purchasing.

My clients who do well on the Yahoo or Overture network tend to be business clients with offers to corporate clients.

Those who do extremely well on Google are sometimes those that might cater to a slightly younger crowd.

In the uk, I would not say the reverse is actually true, but just that american results don't always have exact parallels and sometimes for odd political reasons.

Limo companies do extremely well on Google, not quite as well on Yahoo.
Business solution offerings tend to do well on Yahoo and not quite as well on Google.

Just an opinion, backed up with both Google/Yahoo reporting data. I am sure that there is lots of data out there to both refute and butress this.

Buyer be ware.

Study: Click fraud could threaten pay-per-click model | CNET News.com

Study: Click fraud could threaten pay-per-click model CNET News.com: "Online advertisers estimate that about 14.6 percent of the clicks on ads for which they're billed are fraudulent, costing them about $800 million last year, according to a study released Wednesday.
The study, called 'Click Fraud Reaches $1.3 billion, Dictates End of 'Don't Ask, Don't Tell' Era' and released by research and advisory firm Outsell, claims that 'Google, Yahoo and MSN...are stonewalling on click fraud, to their own and others' detriment.'
Search engines have refused to release figures on the amount of fraud in search advertising, most of which comes from Web sites boosting their revenue by clicking on ads on their own sites.
A recent study from the Click Fraud Network put the click fraud rate at 14 percent, while other companies that sell click fraud detection and prevention services have pegged it at 20 percent to 30 percent. Search companies say it is much lower than that and is under control.
The total effect of the $1.3 billion mentioned in the Outsell study represents $800 million spent on fraudulent clicks by advertisers and $500 million that advertisers say they no longer spend on pay-per-click advertising, the study said. Pay-per-click is the primary revenue "

More here

SEO Myths

Promotion World : Don't Let SEO Myths Confuse You: "What do you need to do in order to get high rankings in all of the search engines then? The truth is this: no matter how these search engine’s algorithms differ, they all take into consideration the importance, relevant content and navigability of your pages; so work on these. With these, you won’t need to crack algorithms."

Monica Lorica, thanks for an interesting article. http://www.promotionworld.com/se/articles/article/060704dontletseo.html

However, i disagree strongly with your bias torwards simply creating better content. No man is an island, and a great website with no backlinks or credible references pointing to it whether that is in the form of backlinks or social networking references is still a website that can't be found easily, if at all.

Nearly all search engines look at the credibility of a site in terms of its backlinks and the topic of the pages that backlinked to it, as well as the link text. Type in miserable failure into Google and see what site comes up first.

Well, let me save u the time. Its George Bush's site. Do you suspect that his people put miserable failure somewhere in the text of the site?

You can be assured that they most emphatically did not.

A SITE needs great content, Monica, but it also needs credible backlinks and in some cases those backlinks can be more highly valued by the search engines than the content on the site.

In addition to ranking high in the serps ( search engine results ), most sites are usually attempting to engage their customers.

To engage their customer base, a website must entice the incoming visitors to give up their email address in return for some type of stated value ( hopefully )

A set of coordinated low key sales messages with highly interesting ( or provocative ) content should then flow steadily to the potential customer as a way of attempting to engage that potential customer to interact with the site.

So, there is considerably more involved than merely great content, though we agree wholeheartedly with the view that great content should be the basis of the site itself.

While on the topic of natural search engine results, let me also repeat that it can take months to achieve such results particularly on highly competitive keywords.

Most customers can afford to budget a few hundred dollars to test whether or not a much faster route can be had by putting their keywords up in the sponsored results so that qualified traffic can see their site near the top of page one and start perusing and interacting with the site immediately.




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