Google AdWords and Yahoo Search Marketing Guide - Google AdWords vs Yahoo Search Marketing

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Google AdWords 

Google holds a search engine and search ad market share of around 70 percent. Its dominance allows for greater distribution and reach throughout the world.

• You can test keywords before doing SEO or test a business idea relatively cheaply.

• You can reach up to 70% of the search market.

• You can use advanced filtering to target prospects by zip code, city or geographic area.

Yahoo Search Marketing

Yahoo's distribution is much smaller then Google's, at around 20 percent. Yahoo traffic delivers lower conversion rates, but costs less per click.

Content Networks

Both Google and Yahoo will show your advertisements on their content networks by default. You can turn off your ad distribution on their content networks in campaign settings.

Content networks deliver much lower conversion rates than search ads. Google's content network is very relevant and carefully matches ads to the content on the page. They slip from time to time however, and show offensive ads, but in general I find them very relevant.

Yahoo's content network is much less relevant. Sometimes they show completely unrelated ads -- only for the sake of profit, it seems. Yahoo has long promised to improve it, but they have not delivered to date.

If you're new to pay per click, it's best to opt out of content networks and focus only on search. You'll save money without losing much in the way of conversion rates.

Google allows you to select specific sites on which you can show your ads. If you know your audience well, you can craft very persuasive ads and show them only on selected websites. If you do choose to use content ads, set them up separately from search ads. This way you can measure content ROI vs search ROI.

Content ads, especially display ads, are best fit for branding.

Google also lets you filter out websites on which you do not wish to advertise. Simply block the URL of the site, and ads will not show there. You can also opt out from a whole category of sites, like domain pages and offensive content. To truly know if a site sends poor traffic, you need to track it and base your decision on stats.

Next: AdWords on TV, Radio and Print >>
 

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