The next PPC company we want to consider is Yahoo (previously Overture):
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As you probably know, Overture used to be the industry leader in PPC. Now it has been merged with the Yahoo name and refurbished and made more efficient.
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Of course one of the biggest customer complaints in the past has been the sign-up process itself. This has now been made simpler and is now ready to go. I talk about our IT being simplified and more consumer friendly in other parts of this blog.
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For those who have small businesses or are internet entrepreneurs, some of financial changes Yahoo has made should be very encouraging indeed.
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Now instead of having a $50 deposit, it has been decreased to $5. Along with that there is no longer a monthly minimum of $20, which has been relegated to the digital dumpster. So this gives a more even playing field for those with extremely limited budgets to participate. This also makes them more competitive with Google as far as pricing goes.
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While Google continues overall to drive more traffic to our sites, Yahoo is now producing better conversion rates among specific demographic groups; younger consumers in particular.
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With the ever-changing actions of online surfers, we need to try both of these PPC marketing strategies to find out which one works best in specific situations and then customize it accordingly.
After all just having traffic is irrelevant without conversion. Experiment with the two to see which outperforms which in different situations.
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