Even before getting into the debate whether it is better to go for the small pay perclick search engines or stick to the market giants such as Google or Overtures,let me just begin with what is the basic concept of pay per click search engines.
Pay-per-click(PPC) search engines are part of marketing strategies which offers options suchas "pay-per-click" to users. An online marketer can place a small ad on the search result page for a few particular keywords in lieu for a particular payment when a visitor actually clicks on the ad. The advantage being no payment will be required for the ad to be put up on that page per se. Hence the advertiser pays only when a visitor clicks on the ad.
Hence PPC ensures you pay only when you get traffic to your website. Although it has mostly 1 to 2% conversion rate even among the large PPCs, it is worth even if you have one sale a month especially for small businesses.
There are different players in the market…The giants such as Google and Overtures are dominating the current market of PPC while the small PPC are trying to manage with small businesses.
Although it is a raging debate among the Internet marketers whether the small PPC are ofany worth, it can be only be proven once they stand the test of time. The advantage of the small PPCs is that the bids are lower than what is required to be made in the large PPCs. But then the large PPC are provided with better distribution and far better features.
It is very easy to even create your own PPC but then most often there are no guarantees of any strategic traffic for an indefinite time.
While keeping an eye how the small PPCs evolve over time, it will be better to leave the micro managing of the PPC activity on the larger PPCs for now.
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