The top two pay per click programs are Yahoo Search Marketing and Google AdWords. If you want to use pay per click advertising, you may find it hard to choose between them as they are all very popular.
If you are thinking of joining both programs at the same time, it is strongly not encouraged. You will achieve better result if you focus on only one of them. But to decide which company to join, the best way is probably to analyze their pros and cons.
First, let us start by examining Yahoo Search Marketing.
One of the biggest advantages to using them is their ads display frequency. Do perform a search with Yahoo. You will notice they have advertisements displayed on the top, bottom and right side of their search result page. This translates to a higher probability that your advertisements will be seen before the user click on any of the search result link!
But the main drawback of using them is they are still quite new in this area as compared to Google AdWords.
Next, let us look at Google AdWords.
As Google AdWords is the most established ppc program, this is probably the biggest plus point for choosing them. Also, you will not face with the issue of lack of support as there are lots of third party vendor providing value added services to assist in your pay per click campaign.
Despite being the market leader, there are some who says that Google need improvement in deciding where their ppc ads appear. It has been reported that some ads appear on pages that are unrelated to the pay per click ads.
The main problematic websites are normally blogs. As the owners regularly change the topic of their posts, it could pose some challenge for Google AdWords to detect consistent keywords and display relevant ads.
After reviewing both programs, they do share some common features. Both programs will only charge you if and only if your ppc ads are being clicked by a user. But there are unethical website owners who maliciously and repeatedly clicked on your ads. Luckily both programs monitor closely for any click fraud. If fraud is detected, you will not be charged for those clicks.
Whether you choose to participate in Google AdWords or Yahoo Search Marketing, they will deliver satisfactory results.