With so many keyword and PPC tools and services, it’s hard to know which one to choose. You’ll find, though, that only a few companies are major players in this space. The top three are Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter. Others exist, of course, but these three are the most well known. They also represent both directories and search engines, which gives you a good idea of how the different types of PPC services work. The basics from the advertising end are about the same. It’s the setup and some of the more advanced features that are different. When you’re looking for a PPC program, remember that you’ll probably use more than one, and some companies use several to reach both broader and narrower markets. Which company you choose and whether you choose to work with more than one company should be determined by your needs. But when you’re considering PPC agencies, here are some qualifications to keep in mind:
Google AdWords is the PPC company you’ve probably heard the most about. AdWords is one of the top search engine marketing programs, and Google is one of the biggest providers of search, and many other services as well. Being biggest doesn’t always mean being the best, though. When you’re evaluating the PPC companies you may use, be sure to check not only the traffic rate, but also the conversion rate if possible. It’s great if your ads receive lots of impressions, but if those impressions don’t turn to clicks, you’ll find your PPC campaign is not at all effective. Google AdWords. You may have heard the name so often that you think there’s nothing else — and certainly it’s one of the most diverse PPC companies out there. It not only offers search engine marketing, but also includes marketing by radio and even a telephone service that potential customers
