It's true that there are many different PPC (pay per click) services out there. So why is the landscape of PPC advertising dominated by just a couple of services? The answer is unsimple - volume.
The top PPC services are offered up by Google and Yahoo, with Google dominating the head-to-head match up in convincing fashion. Both of these top PPC services offer similar features and benefits, and you can run a very successful campaign with either. So which should you choose? If you're gunning for the biggest campaign possible, then you should probably choose Google. Simply put, no other search marketing service out there can match Google customer for customer. If you're looking for the most possible customers for your PPC management campaign, then Google is it.
Yahoo's search marketing service has many of its own merits, and can work very effectively for a campaign that doesn't require its owner to completely dominate their particular industry. Many people choose to use both Google and Yahoo, creating a campaign that incorporates both of these top PPC services. For someone with a larger budget, this can be a very effective way to maximize reach.
Just because Google and Yahoo are the biggest names in the game doesn't mean there aren't other relevant players. Several others exist, such as Ask.com and MSN. And, on a smaller scale, there are several other niche PPC providers. Sometimes, these services can actually be a better bet for a small campaign, because certain keywords can be less saturated than with the big services. This makes is possible to have a lower cost per click average, and thus makes it possible to increase the profitability of the campaign. Of course, the biggest drawback of these services is their scope. On a large scale, they can't compete with the numbers of the top PPC services.
To be honest, most of the PPC services out there offer similar features and benefits. Google and Yahoo, being the media giants that they are, have developed very smooth and refined backend systems, making it easier and more efficient to manage just about every aspect of your campaign you can think of. The biggest advantage, though, is simply volume. If you want to conduct a large-scale marketing or advertising campaign on the web, and you want to utilize PPC to do it, then your best bet is one of these top PPC services. If you are looking to conduct a small, targeted campaign, then perhaps the smaller services are worth taking a look at.
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