My name is Matthew Bredel and as of March, 2007, I am a full-time, work-at-home internet marketer.
For close to 10 years, I worked for a defense company which was an OK job, but I was so uninspired in life and frankly, I needed some more money. That is when I first discovered internet marketing! Now I admit that I didn't start making thousands in my first couple of months (in fact, I lost my shirt!), but I finally saw the "internet light"...
Adwords, Adwords everywhere, but what about the others?
We read so many forums, blogs and eBooks surrounding Google Adwords these days. Sure, it is the biggest and perhaps the most effective online form of advertising currently available, but this does not mean that it is the ONLY pay-per-click program available.
Anyone who is embarking into the world [...]
Adwords, Adwords everywhere, but what about the others?
We read so many forums, blogs and eBooks surrounding Google Adwords these days. Sure, it is the biggest and perhaps the most effective online form of advertising currently available, but this does not mean that it is the ONLY pay-per-click program available.
Anyone who is embarking into the world of online marketing should not ignore Yahoo Marketing Solutions (also know as Overture). No, they are not as big as Google, but they ARE Yahoo!, the number ONE visited website on the internet (Alexa Ranking #1! versus Google Alexa Ranking #3). Still, surprising enough being number #1 on Alexa does not mean it is the number one search engine online. The high volume is still there, though.
The next question (and perhaps more important question) is the quality of Yahoo clicks. From my experience, Yahoo clicks have been nearly as quality as Google. What Yahoo lacks is the quantity. But so what? If I receive 100 quality clicks at 10 cents each on Google and 30 quality 10 cent clicks on Yahoo, what does it matter? To some degree, I cannot control the number of clicks that Google can give me. By conducting a Yahoo campaign in parallel with Google, I have just increased my clicks and traffic to my website by 30% with no addition cost per click.
Always remember there are limitations to the number of clicks one can get. Certain keywords are only searched a finite amount of time and the Click Through Rate (CTR) of these ads have an asymtotic limit. Joining additional PPC’s does not improve your CTR, but it does improve your volume. If your landing page is set up correctly and your quality of visitors is the same, your Return on Investment (ROI) should remain unchanged. If your ROI is the same and your traffic increases, your total income should increase proportionally.
Why is Yahoo so important?
- They are reputable
- They are large
- They combat click fraud very effectively
- They are reasonably priced
- They provide quality visitors
But Yahoo Marketing Solutions is changing. Some argue for the better, some argue for the worst. Starting this year, Yahoo is abandoning its position goes to the highest bidder algorithm. In the past, that made Yahoo very simple to manage to determine your ad position. Yahoo is now learning from its counterpart, Google, and determining position not only on bids, but on quality as well. The mystery and complication associated with Adwords is slowly creeping into Yahoo. Plus, we lose access to Yahoo’s bidding and keyword selection tools: Both major blows to the online marketing world.
What we gain, though, is why Google is so great:
- Higher quality visitors
- Potential for smaller budgets to compete in larger markets
- Ad rotation for ad testing purposes
- Advanced analytics for conversion analysis
- Quicker review cycles for more real-time marketing testing
As heartbreaking it is to see Yahoo abandon its simple pay-per-click services and tools, I welcome the more advanced structure of the program. And just like Adwords, if you spend the time and money to create an ad campaign correctly, these new changes will only result in higher quality visitors at a lower click price.
- Matthew Bredel
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