| Why Use Large Pay Per Click Search Engines (GoogleAdWords + Yahoo! Search Marketing)? | | Print | |
• The results will be scaleable.
• The feedback will be quicker.
• Large pay per click search engines offer many great tracking and targeting
features free.
• Larger pay per click search engines generally present higher quality traffic
and are less susceptible to fraud.
• It is less complex managing two or three accounts versus 100 accounts.
• It’s easier to track the ROI on 2 accounts than on 100 accounts.
• Many of the extremely small search engines never have real traffic. You
are wasting your time registering with them.
• Even some of the better second tier search engines may waste a big hunk
of change. In early November 2004 I tried using LookSmart. It sent me
twice as much traffic as Yahoo! Search Marketing and traffic from
LookSmart had a 95% bounce rate. That means that 19 of 20 site visitors
from LookSmart immediately left and I paid for a ton of garbage traffic.
The quality of traffic from smaller engines will vary from term to term, but
its best to go with the biggest guys off the start and then try some of the
smaller engines.
Case Study: the Ignorant Bidder
If a term does not convert well for you then it may not be worth it to rank near the
top for that term.
Not too long ago a person was bidding on an eBay ad for “SEO Book” at over $1 a
click. Assuming I can get a 1.5% conversion rate I can afford to pay that much, but
this person was just throwing away their money.
Just to test the waters I placed my ebook on eBay and it did not go for anywhere
near what I usually sell them for.
I find it hard to believe the person who was bidding a dollar a click was making any
money. They later lowered that bid to 21 cents. In some markets there will be
dumb companies that rotate in, lose money, and then go bankrupt. By the time they
go bankrupt others may soon take their money wasting market position.
Some terms are not worth buying at the price the keywords go for.
Published in TIPS, PPC - Pay Per Click
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