Back in the early 1990s, when the internet was new and fresh, there were many popular search engines. Those with good quality indexing services, such as Yahoo, Lycos, AltaVista Excite and HotBot quickly rose to the top.
When Google came around in 1998, the switch to this powerful bot-assisted Pay Per Click (PPC) search engines was rapid because it was so democratic and comprehensive in its page ranking – the competition was all but over in a very short time, with Google still accounting for nearly half the web searches worldwide in 2007. But, this doesn’t mean the other PPC search engines are not worth your attention and they are indeed worth serious consideration for online advertisers, but as a general rule Google AdWords is the best place to begin your online advertising.
Today, pay-per-click advertising, as made very popular by Google AdWords, is a multi-billion dollar industry that allows just about any business to compete on equal footing with the largest corporations, provided you can choose the right PPC keywords and phrases. Any website can use Google AdWords as part of a search portal or even to earn revenue off the ads that are clicked through (AdSense) – in fact, this has become very profitable for many people on every type of site imaginable.
As an online advertiser and or marketer, you can use this trend to your advantage, because it turns any regularly visited site into a web portal where your customers can come to begin their search. This means that by properly researching what keywords people are using to access certain information, you can preferentially pick the best keyword words to bid on to attract people to visit your site.
As mentioned earlier, no longer is Google itself the only place to get your online ads noticed as part of your pay per click program though.
There are other ppc search engines that offer pay per click advertising schemes that are very similar to Google AdWords, including MSN, Yahoo or Baidu, among others. Each of these pay per click search engines has a somewhat similar system to deliver search or content related ads that are bid upon by advertisers in an attempt to attract visitors to their websites.
You may find that using a different pay-per-click system than AdWords for your PPC ads can be very lucrative, depending upon the goals and competition of your specific PPC campaigns, even if they’re for the exact same good or service.
Sometimes Google AdWords is used for the purpose of generating sales leads (optins), selling a product or service, building AdSense revenue or advertising cost per action (CPA) offers. The effectiveness of such pay per click campaigns varies quite a lot, but this is highly dependent upon what you’re advertising, the niche you are advertising in, the keywords chosen, content of your ad and quality of your landing page.
Either way, the extended playing field of where Google AdWords may appear, tends to make the war over where folks go when they open their browsers very much an unsettled quantity as far as your pay per click program is concerned. Each major portal is aligned with one type of pay per click advertising or another, though Google AdWords is the most popular, by far.
It should mentioned that the highly popular MSN web portal, that comes as the default web portal on every single copy of the Internet Explorer web browser, continues to run on slightly more than three-quarters of computers that access the internet. Firefox, with a Google search bar portal as standard, has dramatically cut into the market share of the Internet Explorer web browser in recent years, many people choose an entrance page of their own. While many of these pages will employ Google AdWords – sometimes even photo or video ads in many cases – there are still a great many people who don’t bother changing from the stock portal page.
Whilst Google remains the No 1 of all the pay per click search engines, both Yahoo and MSN offer online advertisers many opportunities to create profitable advertising campaigns, often with less advertising competition than Google AdWords. In recent days, MSN has attempted to take over Yahoo to build a more comprehensive competition to AdWords but as yet these takes overs have not been successful.
Additionally, Goggle is starting to feel the pinch as web 2.0 portals, such as Facebook, continue their incredible exponential growth. This will ultimately lead to more competition and may help to level the playing field and that can’t be a bad thing can it?