If you are looking to get involved in pay per click advertising or expand the current reach of your existing pay per click advertising, where do you turn? Here are our recommendations on where your ad spend is best used ... and a few tips to optimize your accounts.

PPC and the Big Three

Don't stray far from the proven winners -- stick with Google, Yahoo and MSN for the best results. The Big Three are now offering very similar PPC services. These services all include being able to geo-target ads, set ads to turn on and off during peak times, and split test ad copy. Also, you have quality scores to optimize with each. The large majority of search traffic still belongs to Google, but each offers opportunities.

Google AdWords

Google drives more quality traffic than ever, but you still need to be careful about monitoring your results with frequency. Either do this yourself or hire a professional PPC management company.

Keep in mind that pay per click with Google can sometimes be a challenge. Sure, the competition can be fierce in the PPC arena, and that can make things difficult. But the real challenge is how complex Google continues to get. "Quality Scores" play a major role these days and more bids come up "Inactive for Search." And there's more factors to consider in the making of a successful Google campaign. Don't be discouraged. If you make the effort to continually test and monitor your keywords, you can maintain a thriving account and avoid getting penalized. You'll also avoid seeing bid minimums raised or even being priced out. With a steady vigilance, you can finely adjust your ad campaigns to the point where you are actually paying lower prices, but getting higher ranks than the competition.

With Google as with any PPC engine, you should always track your content network advertising and your search network advertising separately. You may be losing money on bad keywords as you read this, especially if you are not making adjustments in tracking and monitoring your content network advertising.

If you are an advertiser with a large monthly budget, you just can't afford to ignore constant vigilance with Google -- it will cost you. Either spend more time on it, dedicate more staffing and hours or outsource it to a professional management company.

Yahoo Search Marketing

While Yahoo no longer dominates the pay per click arena as they once did, it's still wise to invest ad dollars with them. Yahoo Search Marketing (previously named Overture, which was previously Goto.com) made major changes last year in response to Google's moves in the PPC marketplace.

Similar to Google, Yahoo has a "Quality Index" ... and again, this is something that you have to pay attention to. Continual testing is a must. Yahoo won't hit you as often and as strongly as Google, but your campaign will suffer if you don't frequently split test to fine tune your ad quality.

We recommend focusing on the three C's when it comes to testing that ad copy: Customer, Competition and your Company. Why are you better than your competition? Why are you more relevant to your client or consumer? Try varying your approaches with your ads. Once you've discovered one that really works, use it as a control and tweak your ad with little changes. For best results, continue the testing to drive up that Yahoo Quality Index.

High Quality With MSN AdCenter

Even though MSN was late to the party with pay per click advertising, they shouldn't be ignored. We've noticed some high quality traffic to go along with their very useful targeting capabilities. You'll be able to utilize the same geo-targeting type of local PPC campaigns as the others. Additionally, however, is the ability to target the demographics of users. For example, if you see high conversions on your website for a specific type of visitor, MSN will allow you to raise your bids when it finds those potential clients or consumers using the MSN search network.

An important new feature from MSN allows you to import your Google AdWords accounts with much more ease. Note: Make sure your Google campaigns are as optimized and finely tuned as possible, or you will be making the same errors twice by importing them. And unless you have time to monitor them both daily, it might better to smooth out your problems in Google first. If you have large Ad Groups with huge lists of keywords, you need to condense those down into smaller, more manageable ones. Doing this will allow you to pinpoint the keywords with more relevant ads. And, again, keep testing and re-testing your targeted ads over and over.

Going Beyond the Biggies

We've seen mixed results with Ask and Looksmart. You can find some traffic that will pay off one week, then next week you are flooded with bad results and your Earnings Per Click go south for the winter ... and sometimes the other three seasons, as well. Miva can also be hit or miss. If you are doing a poor job managing your other PPC accounts, we definitely suggest you don't push your luck into any of these others. There is some good traffic there, but you have to double your efforts on tracking and keep a tight eye on results since things can turn sour fast. Avoid all the other pay per click engines.

You'll find that the PPC programs of Google, Yahoo, and MSN are probably more than enough work to keep you occupied -- especially if you are playing the game correctly. If you are not doing daily ad split tests, if you aren't keeping track of sales results down to the keyword level, if you are not searching for the money-making keywords that your competition is using, then you are not using the Big Three to the fullest potential. Invest your time, effort and money there before pushing on to others...you will get a better return on your investment.

Continual Effort Pays Off

If you have been ignoring the daily management needs of your PPC accounts, bad keywords are likely leaking your funds. Meanwhile, the good keywords are getting more and more expensive because your quality scores are slipping compared to your competitors. Protect your investment with close supervision or hire a professional pay per click management company to do the critical work for you.


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