SEO: Search Engine Optimization Bible

W

ith 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:

 Length of Service:How long has this company been around? If

you’re considering a new agency, use caution. New companies aren’t

necessarily stable and you might find that you get your campaign

started only to have the company gobbled up by another — or could

just fall off the face of the Internet.

 Industry Participation:The PPC industry has been around a while,

but as with anything on the Internet, it changes often. Find out how

invested your target company is in the industry. Industry investment

usually means long-term plans and goals within an industry. It also

means that the company is more likely to stay in good standing with

customers.

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IN THIS CHAPTER

Google AdWords ..............................................................................................................

Yahoo! Search Marketing

Microsoft adCenter

Position-checking and

tracking tools

Keyword Tools

and Services

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