Yahoo! Search MarkeTing and Microsoft adCenter
Yahoo! and Microsoft also offer pay-per-click promotional products and they both use the same advertising model whereby the advertiser, generally the site owner, only pays when their promotional ad is clicked on resulting in a site visitor.
Search Marketing
Yahoo! Search Marketing is a development of the product formerly known as Overture and now resembles Google AdWords in terms of how it works. The cost-per-click (CPC) and the level of click-through-rate (CTR) are used to rank the position of the ad against other ads. Features such as Geo-targeting, Ad Testing, Campaign Budgeting and Campaign scheduling are also available.
Microsoft adCenter is the latest PPC product to be released by the major search engine companies. Until early 2006, the ads displayed by the MSN search engine were being supplied by Overture. MSN took a portion of the ad revenue in return for displaying these ads.
However, with the launch and subsequent development of adCenter, MSN now only serves up ads managed by adCenter. Similar to Google AdWords and Yahoo! Search Marketing, Microsoft adCenter also uses both the maximum amount an advertiser is willing to pay per click (PPC) on their ad and the advertisement's click-through rate (CTR) to determine how frequently an advertisement is shown.
Campaign Running Costs
Depending on the target market, the cost of running a campaign on the various channels and the importance of the content networks associated with each PPC option, an advertiser should select the PPC option that best fits their online marketing requirements.
With extensive experience of running PPC campaigns on behalf of our clients, clickstream can advise clients on the offering best suited to their needs.