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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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