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I've used both of them to advertise my site in the
past and Google cost way more per click than Yahoo. While my average cost per
click for Yahoo was around $0.60 per click, Google cost me over $1.50 per click
to be positioned on the first search page. Why am I so eager to come up on the
1st search page? Majority of search engine users don't look past the first page.
You will see the difference in number of impressions for being on the 1st page
and being on 2nd and 3rd page. Don't
bids, positioning, and conversions all depend on the keywords? Yes, keywords
play a major role in positioning and conversion rates, and depending on the
keyword competitiveness, you can pay less per click. However, less competitive
means that the keywords you are using are not popular--but of course they may be
very targeted. With those keywords, don't expect to receive so much traffic. But
don't get me wrong...by the time you reach 100 clicks, you may actually 2 or 3
customers. It's so hard to find effective but less used keywords by competitors,
if you don't come up with the 'right' ones, Google will limit your campaign,
slowing down your advertising process--practically pausing your campaign. You
got to be smart with Google Adwords.
Why is Yahoo! Search Marketing my personal
favorite for ppc advertising? Lower bids, higher positioning, and higher
conversion rate. While I was spending $100 daily on Google advertising, getting
zero conversions (keywords selected by Google's Jumpstart program), I was
spending $50 daily on Yahoo getting a conversion rate close to 1:25 (keywords
selected by Yahoo's Fast Track program).
Many say that if you have a higher advertising
budget (around $200 daily), you will see results from Google Adwords. However,
not so many merchants on the web can afford to spend that much a day. If you
spend that much daily and make enough sales to justify the cost of advertising,
and give me a dollar in profit, I would consider doing it. I guess everyone
should try it at least once to see how it goes--"You never try, you never know."
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