There are a bevy of small pay per click advertising companies that compete against the stalwarts like Google AdWords and Yahoo! Search Marketing. But should you use them?
It’s a loaded question. On one hand, you’ll pay less – much less – for the clicks. On the other hand, you’ll less – much less – traffic. So do you go for less traffic at less per click or do you go for the higher click prices with the potential to reach more people?
Many a PPC advertiser has opted for the latter only to find that their budget was depleted with not so many conversions. It’s likely that they ran ineffective PPC campaigns and that Google AdWords wasn’t the problem. They’d probably have made the same mistakes at the smaller PPC companies, but it would have taken them longer to figure that out. So what’s the answer?
I believe Google AdWords is always a good choice for any advertiser despite the higher bids for keywords. The bids are higher because there is more traffic potential and there is more competition. So the marketplace rules. Nevertheless, you’ve got to know how to run a successful campaign no matter where you advertise.
I see the smaller pay per click companies as great places to compliment your efforts at the big companies. First, run your campaigns at Google AdWords and Yahoo! Search Marketing. After optimizing your campaigns and getting them converting at the big search engines, take your profits and invest them at the smaller companies. You’ll often reach people that you won’t reach through the big companies.
