Today I'm going to keep talking about the way of advertising your company or website that I was talking last week. However, I'm going to focus on the major PPC search engines. The market leaders of this programs are undoubtedly Google and Yahoo. But what is the difference between these two programs? That is what I'm going to explain right now.
Google's PPC program is know as "Google AdWords" and is considered the best of this industry. And the competitive advantage of Google is the ad positioning strategy. "AdWord's bid prices and click through costs are not synonymous. That's because your
bid could be on a variety of phrases and because their discounting system attempts to keep
bid spreads from getting too large. Your specified maximum bid of $3.99 per click may
actually result an average of only $2.65 per click instead. Ads can contain 25 characters for
the title, 70 characters for the ad text, and 35 characters for a display URI. America Online
shows the title and ad text all on one line."
- Yahoo
Yahoo's PPC program, on the other hand, is know as "Overture" and was the first Pay Per Click advertising of the world. "In Google AdWords, ads are added automatically whereas in Yahoo human editors
review your keywords and your site. You may bid on a search term only if the web site has
substantial content that is clearly reflective of the search term. Also Yahoo asks their
advertiser to rewrite the ad if they are not receiving proper click through and the landing
page for visitors must be according to the query phrase."
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