Which PPC Provider Should You Use?

From time to time someone will ask, “Which pay per click advertising company should I use.” The answer is pretty simple, but it is as straightforward as saying, “Well, you should use XYZ.” For the most part, I think everyone should consider starting with Google AdWords simply because that’s where you’ll find the lion’s share of searchers. But Google AdWords is not by any means the only gig in town.

Here is a short discussion of pros and cons of each major PPC provider:

• Google AdWords – Lots of search queries made every day. You’ll pay more for clicks here than anywhere else for most keywords.
• Yahoo! Search Marketing – Next to Google, you have the largest pool of potential searchers. The clicks aren’t as expensive as Google, but Yahoo! has not perfected the pay per click model as well as Google has.
• MSN adCenter – MSN adCenter is very inexpensive. It’s also very limited in its traffic reach.
• Facebook - You’re limited to the few people who actually use social media, though this market is growing. Don’t expect great results. At 5 cents per click you’ll pay more than you will at MSN adCenter for certain keywords, but less than you’d pay at Google. You might even be paying less than you would at MSN adCenter for other keywords.
• StumbleUpon – Same pros and cons as Facebook. Limited reach.

There are other small providers out there and the pro to most of them is that you’ll pay a lot less for clicks than you will at Google, and sometimes even Yahoo! and MSN adCenter. The con is that your target audience is limited. In some of the smaller companies you’ll be limited to the niche that you can reach – that’s either a pro or con depending on whether or not your business falls into that niche category.

When it comes to PPC advertising you should use Google AdWords when you can, but don’t be averse to trying the other pay per click providers.

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