IN THIS CHAPTER
Yahoo! Search Marketing
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 best 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. 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 get your campaign started only to have the company gobbled up by another — or it could just fall off the face of the Internet.
Industry participation: The PPC industry has been around a while, but like anything associated with the Internet, it changes often. Find out how invested your target company ...