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Web Marketing all-in-one for Dummies® by Marty Dickinson, John Arnold, Michael Becker, Elizabeth Marsten, Ian Lurie

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Chapter 2. Combining PPC and Search Engines

in this chapter

  • Choosing which search engines to use

  • Setting up a Google AdWords account

  • Setting up a Yahoo! Search Marketing account

  • Setting up a MSN adCenter account

Not all search engines have a pay per click (PPC) platform to display ads with their search results. Some search engines have partnerships with large search engines such as Google, Yahoo!, and MSN — all of which have their own PPC services — to show their ads on those engines, thereby generating revenue for the partners to split.

Before you start investigating smaller search engines, be sure that you've evaluated Google, Yahoo!, and MSN to see whether those search engines alone will meet your advertising needs. This chapter shows you how to set up an account in each of those search engines, expand that account, and adjust its settings to suit your preferences.

Selecting a PPC Search Engine

Before you bring out the credit card and keyword list, you want to make sure that you've done your homework when it comes to selecting a search engine's PPC platform. Although the search engines may seem to be pretty similar, they differ on some big points. Also, depending on the industry or field that you're advertising for, one engine could be much more beneficial than another in terms of return on investment (ROI), audience reach for volume and targeting, costs, and time spent managing your campaigns. In this section, I give you some research pointers.

Researching search engines

Before you set ...

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