Don't Neglect Yahoo and MSN in your PPC Campaigns

Everyone who knows anything about PPC and SEM knows that Google is the 'Daddy'. Google boasted over 70% share of US searches in July and has had over 85% share in UK searches for some time, they are also pulling away with ever increasing statistics being recorded. As such any PPC campaign should obviously be on Google Adwords to generate high volumes of traffic.

However MSN's Adcenter and Yahoo's Sponsored Search should not necessarily be left out of a PPC campaign. At Click Consult we constantly find lower CPC's and CPA's from our MSN and Yahoo PPC campaigns. Google is still our primary search engine and of course has the greatest budget but not utilising MSN and Yahoo means that you will be missing out on cheaper clicks and conversions.

If you have a PPC campaign on Google only it may be worth considering expanding it to MSN and Yahoo as well. You will almost definitely get as good or better success on these other search engines. If your PPC is being outsourced and your campaign is not utilising MSN and Yahoo then ask why? Having a campaign across multiple search engines will incur greater management time; make sure that whoever is looking after your PPC isn't just being lazy.