Google AdWords™ For Dummies®, 3rd Edition

Expanding into Other PPC Networks

Start with the obvious. What works in AdWords will also likely work in other pay per click (PPC) networks. The same keyword/ad combinations that attract qualified prospects on Google will do the same on Bing (the Microsoft search engine) and to some extent on Twitter's PPC offering, Promoted Tweets.

Similarly, your successful Display network topics, themes, audiences, and ads can be adapted into Facebook advertising. If your business caters to other businesses, you can likewise expand into LinkedIn's PPC network.

We recommend this order based on the premise that testing and improving in AdWords is quicker and easier than in any other medium — and that because AdWords is less forgiving, what works here will almost certainly work even better in other places.

Many third-tier PPC search engines serve much smaller markets. If you want to squeeze every penny out of PPC, you can look them up (they come and go all the time) and re-create your AdWords successes. In most cases, though, you'll spend your time more wisely expanding into other media entirely rather than trying to corner the PPC market.

Bing/AdCenter

Bing, although a relative newcomer to the world of search marketing, has in its DNA the very oldest PPC network, first named GoTo, then Overture, ...