Friday, February 8, 2008

Google Traffic: A Gift or A Curse

Google is no doubt the leader in online advertising, which is holding more than 60 % search market share. But along with the massive traffic advantage in Google, PPC advertisers of today also experienced the curse of larger and larger ad spends.

This happens because the CPCs (cost per clicks) on their ad campaigns are getting higher and higher every time. There was a time when the CPC for highly competitive keywords is just a mere fraction of your bids. Now even the long term phrases will cost you a good spend.

On the other hand Yahoo has substantially lower traffic, but here CPCs on long key terms as well as long competitive terms are comparatively lower. PPC advertiser can add more value to their advertising budget in Yahoo.

However, there is also the advice that a PPC ad campaign doing good in Google despite of large expenses, may not give the kind of conversion one looks for in a different PPC engine like Yahoo. Also at the same time a different ad campaign with great CTR (clicks through rates) in Google can have a better conversion ratio after spending in Yahoo.

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