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Home > Listen by Topic > PPC > Exploring Pay per Click (PPC) Advertsing

Exploring Pay per Click (PPC) Advertsing with Google, Yahoo & MSN
 

PPC SummitStrategic planning and coming up with a game plan is one thing; managing pay per click (PPC) campaigns is another. Mary O'Brien has been in this business of pay per click since it's inception and shares her insight into what is helpful in both areas as well as what you need to know about the Yahoo! Search Marketing Panama changes. She also shares what she sees as the main differences between the Google, Yahoo & MSN PPC programs.

  Interview Recorded: May 25, 2007 Segment 1; Segment 2; Segment 3; Segment 4

Segment 1: Yahoo! Search Marketing Then and Now: After Panama


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Yahoo! Search Marketing went live with their new interface in October of 2006 completing the transition first quarter of 2007. Gone is the bid for placement system started by Overture (previously GoTo) as they mimic the Google AdSense business model of using a “quality score” to position ads. Mary O’Brien discusses some of the changes that took place with Panama.

Segment 2: Branding, Lead Generation or eCommerce: PPC Strategy


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Advertisers create and run pay per click campaigns for various reasons including Branding, Lead Generation and eCommerce. Mary helps us understand what to take into consideration when developing our PPC strategy based on our goal.

Segment 3: Differences in Campaigns: What You Need to Know


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We know that Google Yahoo & MSN have different algorithms for organic search and that holds true for paid search as well. Mary walks us through some of the differences in the interfaces and what you need to know when creating and managing your pay per click campaigns.

Segment 4: Tools to Use for Developing and Managing PPC Campaigns

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Having the right tools to do a job is critical to the output you will receive no matter what you are doing and developing and managing PPC campaigns is no different. Mary shares some of her favorites and offers a host of others to use as well.

 

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