So here’s my rant about the state of the Pay-per-click marketing industry. First of all, let me mention what’s currently going on with pay-per-click and the search engines.
Google Adwords has been slapping affiliates around left right and center like helpless rag dolls, making it difficult for the untrained Internet marketer to place an ad in the search results. There are online reports that state Google has shut down over 80,000 Adwords accounts and this is still growing on a daily basis. I’ll get to the reason for this in a minute.
First though, lets chat about one of Google’s only paid search competitors (a viable one), Yahoo Search Marketing (YSM).
Over the years, Yahoo has never been able to take advantage of their Search engine to effectively compete with Google. One reason is that they don’t have the earning power Google does due to their lackluster pay-per-click framework/platform.
When I started out PPC’ marketing back in 2002, Yahoo’s search traffic was managed by a third party company, “Overture”. They ruled the net and were the “only” place to go to put ads online. Then along came Google Adwords and before long Overture was working in the shadows of Google.
Microsoft has tried to revive their poor search engine presence by releasing Bing (bing.com). Bing has actually started to gain some traction due to their heavy advertising and brand awareness, however people are moving back to Google as it is better choice for finding the information you want.. NOW!
Recently however, there has been a big mix-up in the world of Pay-per-click marketing. For Internet marketers this is a big thing.
Yahoo Search Marketing has recently partnered with Microsoft to manage all ads under one roof. The “Yahoo! & Microsoft search alliance” as they call it is going to shake up the search marketing industry yet again. This will equate to a much more powerful option.
I’ve been a Google supporter for years as they really do provide the highest quality traffic and conversions. That said, the inconsistencies of their regulations, sub par support, and wish-washy guidelines have made “other options” much more appealing.
Why is Google making it so difficult to place an ad in the search results? They have always had a vision that (and a good one) that delivering the best and most high quality websites to their searchers is key to their success. We all know that when you search for something in Google, you find what you’re looking for. This means that they need to monitor their paid advertisers to make sure they follow certain guidelines to deliver high quality and relevant sites.
This is great!
Google had taken things a bit too far and does not seem to be following their policies at all times. Something that works for one person, may not get approved for another. For someone who is new to pay-per-click advertising this is very frustrating because you have absolutely no idea why your ads aren’t showing. In addition, your account at Google could get shut down with no prior warning. This is the stage of Adwords currently and is why so many people are having difficulty placing ads.
I’m all for quality…but let your advertisers know what “Quality” is. Let advertisers improve if they need to. Rather than slapping an advertiser in the face and telling them they can’t place an ad on the network, give them a chance to improve their ads, their websites and their offers.
What does this mean for you as an Internet marketer? It means that you need to play by Google’s rules and advertise in a way that puts you in their “good books”. If you’ve been slapped, or are having issues with Google, sometimes the only option is to look elsewhere for traffic and this is where BIG opportunity lies.
Starting in 2011, Yahoo Search marketing and MSN Adcenter are going to be under one roof, and this means access to 577 million web searchers world wide. Many PPC’ marketers already use Yahoo, and MSN Adcenter alongside their Google Adwords ads, but will this new alliance cause a swing in momentum?
Here’s my take..
Google is going to continue “peeving people off” by making it difficult to get an ad placed on their network. To be honest, it this continues too long, they are going to lose too much money and realize that their quarterly earnings are not what they could be. 97% of Google’s quarterly revenue derives from advertising!
Google is basically funneling Internet marketers from Adwords, straight into the hands of Yahoo and MSN. When the new search alliance is made public and you can manage a single advertising account to have your ads placed across the entire Yahoo and MSN networks, there is going to be division between which network to choose.
I like the new idea of only having to manage TWO Pay-per-click networks. Google on one hand, and Yahoo/MSN on the other. Let’s not get too excited though just yet. Google still offers the best PPC platform and they still rule the search engine market. What I’m saying is that having both Google, and the Yahoo/MSN alliance in your arsenal will extend your reach substantially.
…And having the added competition is going to make both Google and Yahoo more advertiser friendly.
I’m not going to take sides.. why would I? Is Adwords better than Yahoo Search Marketing?… um… yes. Is Adwords better than MSN Adcenter? Yes… Is Adwords going to be better than the new alliance? Yes.. Am I going to miss out on a massive chunk of daily searches by sticking to Google only? No…
There are no signs that Google is going to lose any traction in its hold on the search engine market, however it is already losing many of it’s Adwords advertisers to Yahoo and MSN. This merger will hopefully wake Google up and have them revert (or at least solidify) their unpredictable advertiser policies they are currently enforcing.
My bottom line is that The Yahoo and MSN search alliance is a small move in the right direction for PPC marketers. It won’t change the way we work online, but it could have an impact on where are advertising budgets go.
Until next time,