“Bulk of the SEM spending was spent in 2005 on paid placement, accounting for 83 percent or $4.7 billion.” – The State of Search Engine Marketing 2005 by SEMPO (Search Engine Marketing Professional Organization)

More and more companies are investing in pay per click (PPC) to drive business to their websites. These enhanced search engine placements are small text ads that are prominently displayed in the search engine results. Pay per click traffic is usually charged on a cost per click basis, where prices are set by the basic laws of supply and demand. Because you only pay for the traffic that is sent to your website, many companies find that pay per click offers a better return on investment (ROI) than some traditional advertising sources.

The search engine marketing division at Ten Golden Rules has extensive experience in pay per click traffic management. Our South Florida search engine marketing firm can help you setup a pay per click campaign or tell you how to be more effective at pay per click management. For businesses that are too busy to deal with the daily management of PPC, Ten Golden Rules offers full service pay per click traffic management. Contact Ten Golden Rules, or call 561-620-9121 for more information on pay per click management for your website.

Comparison: Google AdWords vs. Yahoo! Search Marketing

The two major paid search programs are Google AdWords and Yahoo! Search Marketing. Both pay per click programs have something to offer advertisers and to make things easier, Ten Golden rules provides this simple PPC comparison chart.

  Google AdWords Yahoo! Search Marketing
Reach (Search Partners) Google Network, AOL, Netscape, Earthlink, CompuServe,, AT&T Worldnet and Ask Jeeves Yahoo, MSN, Altavista, and InfoSpace
Minimum Bid $0.05 $0.10
Maximum Bid $100.00 $999.99
Ad Placement (Top Spots) Weighs bids, CTR (click-through rate), and quality of landing page to determine placement of ads. You can rank higher than a competitor, regardless of bids set, if your CTR and quality is better. Goes to the highest bidder for that keyword phrase.
Ad Text Headline: 25 characters
Line 1: 35 characters
Line 2: 35 characters
Title: 40 characters
Description: 70 character for Yahoo!/190 for some search partners
Time for Updates Instant 3 to 5 days
General Comments Better for AB testing, interface is more flexible, updates happen faster, and reach is slightly more broader than Yahoo! Is very straightforward. You know exactly what the competition is bidding on and gives you more control over your ad spend.

MSN: The Pay Per Click Engine to Watch

MSN recently launched its own PPC engine to compete with Google AdWords and Yahoo! Search Marketing. It’s still in its beginning phrases, but should eventually stop serving Yahoo! Search Marketing on its portals.