Where Is PPC Headed?

Now that Yahoo! has its own custom search service – albeit a few days (re: years) too late – and is poised to compete with Google in that arena, will they go the next step and add search marketing adds to the results pages? We’ll see.

The real question is, where will be PPC go?

There have been huge developments in pay per click in the last year, mostly from Google. They’ve add the ability for advertisers to manage print campaigns, radio campaigns, and TV campaigns. Yahoo! isn’t as far behind Google in the PPC arena as they are in search, which makes you wonder just where they are in terms of these same developments. Yahoo! tends to put more emphasis on display banner advertising and is the leader in that market. Will you see any new stretches in PPC from the Yahoo! team?

Yahoo!, I think, is the key to online advertising is so many ways. While Google has been the chief innovator in search and has made more headway in PPC than anyone else, Yahoo! has done its small part in keeping the playing field from becoming a total Google monopoly. Now, they seem to be wavering, what with the Yahoo!-Microsoft brouhaha and the Icahn shenanigans. How we any of us not be left wondering what will happen next?

Pay per click is fraught with click fraud problems and other issues but more and more people still seem to be headed over to the PPC advertising model. Google has recently announced the end of its beta on Pay Per Action, which might seem like a step backward to some. There are new companies popping up to get their small slice of the pie and there is no doubt that, at least for the foreseeable future, PPC advertising will continue to grow. And the developments continue. I’m excited about the future of PPC.

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