Is Your PPC Campaign Targeting The Right Search Engine?
Think search engine – think Google. Why? We have almost become brain washed into thinking that Google is the only search engine in town. Sure, they are the biggest but that doesn’t mean they are the best, especially when it comes to pay-per-click (PPC) advertising.
There is one thing I do know, for many of the competitive keywords they are certainly the most expensive – in fact for some keywords they are twice the price of other search engines. It can certainly pay to shop around. However, having said that, price should not be your number one consideration.
You most important consideration is very simple; where are your customers likely to be? Your PPC campaigns should be run on search engines that used by your customers. You do the research on demographics, but in simple terms, women are more likely to use Yahoo whilst men are more likely to use Google. Under 34 year olds are most likely to use either Google or Yahoo whilst most over 50’s will use MSN.
There are reasons for some of these numbers. For example, the over 50’s will use MSN because it is the default search engine with Internet Explorer. They are often more reluctant to install new software such as a browser, especially if the browser they are using is doing the job. If your customer target group is in the post 50 age group, you will find more users and possibly more sales by targeting your PPC campaign through MSN.
Rather than considering Google as the default search engine for ‘everything’ you do online; do the research and target your audience – through their preferred search engine, not yours. PPC can be effectively, it is even more effective when done right.
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