ith so many keyword and PPC tools and services, it’s hard to
know which one to choose. You’ll find, though, that only a few
companies are major players in this space. The top three are
Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter. Others
exist, of course, but these three are the most well known.
They also represent both directories and search engines, which gives you a
good idea of how the different types of PPC services work. The basics from
the advertising end are about the same. It’s the setup and some of the more
advanced features that are different.
When you’re looking for a PPC program, remember that you’ll probably use
more than one, and some companies use several to reach both broader and
narrower markets. Which company you choose and whether you choose to
work with more than one company should be determined by your needs.
But when you’re considering PPC agencies, here are some qualifications to
keep in mind:
Length of Service:
How long has this company been around? If
you’re considering a new agency, use caution. New companies aren’t
necessarily stable and you might find that you get your campaign
started only to have the company gobbled up by another — or could
just fall off the face of the Internet.
The PPC industry has been around a while,
but as with anything on the Internet, it changes often. Find out how
invested your target company is in the industry. Industry investment
usually means long-term plans and goals within an industry. It also
means that the company is more likely to stay in good standing with
IN THIS CHAPTER
Yahoo! Search Marketing
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