The Players
The three largest PPC companies are Google, Yahoo, and MSN. There are many other smaller players on the market, but the above three own the search market. Smaller search engines have minimal traffic compared to the big three.
Use the big three for the following reasons:
Yahoo, Google, and MSN handle over 95% of all Internet search. The smaller search engines have little traffic.
They are reputable companies, actively fighting click fraud
Quick feedback
Scalable performance
Excellent tracking
They provide higher quality traffic
Simplified management
Losing Money With PPC
Running a successful PPC campaign requires skills. It takes time to learn the ins-and-outs of PPC. Expect to lose money, et least in the beginning. Start with a small budget. Think of the money you spend as tuition. You are learning a valuable skill that helps you build a successful business.
The following are among the most important subjects you have to learn:
The buzz words such as CPC, CTR, etc
Writing effective ad copy
Testing ads
Bidding practices
Ranking...
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