Monday, December 24, 2007
Even though Google is the largest provider of pay-per-click ads, there are other vendor with whom you can purchase text based advertising. Both Yahoo! and MSN offer pay-per-click advertising and have a significantly large network of sites to reach your target audience. Experiment with these others sites on a limited basis to see where your ad dollars generate the greatest return.
Another traffic network is GoClick. With GoClick, you can purchase clicks at a much lower price but often, these clicks are less targeted. Depending on the type of services you offer, GoClick may provide a cheap alternative to other ppc advertising but should be tested on a small scale before sinking significant dollars into a comprehensive campaign.
For those who are fed up with ppc and want a more cost-effective solution, I recommend ExactSeek. With ExactSeek, users pay a fixed price for ads. This network uses hundreds of smaller sites to generate clicks but does not guarantee performance. I have generated less traffic using ExactSeek than traditional ppc, but the solution is much more affordable.
At the end of the day, you must have a comprehensive ppc program. I recommend blending ppc with fixed price placements. This approach is similar to diversifying your financial portfolio. Spread the risk and manage a healthy return. Best of luck with your ppc campaigns in 2008!