There are many Pay per click (PPC) search engines available on internet, but all do not generate high traffic. Some of the largest PPC sites available in order of their popularity are: Google Adwords, Yahoo Search Marketing and MSN Live. It’s best to advertise in all the three of them but for some, campaign budget limits the use of PPC ads in all the three. So in that case advertisers need to weigh the benefits of one over the other so that they can spend their money on that search engine which will give them higher ROI. Below are the factors that are needed to be considered in the selection of the most appropriate PPC search engine for your campaign.
i. Amount of traffic:
This is undoubtedly, the first and the foremost point that should be considered for a PPC search engine. The traffic generated by via each search engine should be reviewed. Not only the general traffic, but also the traffic for your targeted keywords should be viewed at. Traffic should be sufficiently high or just about perfect to meet your audience goal in your budget. This should be the first factor to be taken care of while searching for a search engine.
ii. Setup Cost:
The amount of money that will be required to set up your ad campaign in a search engine is a crucial factor in determining in ROI. Set up prices are different for different search engines. Since these prices are mostly non-refundable, make sure that you want to advertise with them after considering all the corners.
Some search engines instantaneously post your ads once the deal is done; whereas, some take a bit of time to showcase ads. Instantaneous posting may result in sudden increase of traffic, thereby gathering you better and instant return.
Some Pay per click search engines offer help and are better than others. Search engine’s help centers works differently and at their own speed. Some work faster and are more helpful than others.
Tools that PPC search engines provide need to be looked at. Some search engines provide tool that are easily accessible and which enables them to spend their budget wisely. Yahoo provides a tool for to view your competitors and what they are bidding, but Google does not have any tool like this.
vi. Tie ups:
Some search engines have tie ups with other websites. This facilitates top ranking of your ad in more than one search website at the cost of one. Google has tie ups with AOL, Ask.com, Netscape. If your PPC ad shows up on top of a search engine list, then it is very likely that it will show on top on other affiliated websites also. This gets you more viewers, more traffic and better results.
vii. Cost per click:
Cost per click of your ad depends on different search engines. CPC is the bid amount for the keyword used in your ad. So it is your bid that determines your CPC. Search engines have a minimum bid amount. Yahoo allows a starting bid of $0.10 and Google has a starting bid of $0.05.
viii. Minimum Balance:
Many Pay-Per-Click providers require a minimum balance or deposit to keep your ad up. This minimum balance is used to cover what your daily budget is set at although some search engines require a balance of at least twice your daily budget. Once your account balance is below the required minimum they will debit you for more money to keep up this balance to keep your ad up.
Do not hurry in this process. Choose the most appropriate PPC search engine after careful analysis of the above factors.
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