Search Engine Guide: Search Engine Advertising After Google and Yahoo

Share this content:
You like the traffic you're getting from Google and Yahoo, but you would like to see more. Where do you go?


The second-tier pay-per-click search engine industry has gotten its share of attention from the public markets and from private investors lately, and for a reason. For years, these second-tier companies like Miva, Enhance, Epilot and Findology have provided quality traffic to advertisers' sites, filling the need for wanted inventory.


Not all second-tier search engine companies work for everyone. In most cases, the quality of traffic is not as good as the leading engines, quantity sometimes is limited and it requires additional time to manage. But if you find the right strategy, they can help your business.


The truth behind these pay-per-click search engine companies is that conversion rates tend to be a bit lower, but because bid prices are just as low, you end up with a similar ROI to the top two engines.


Advertising agencies are even starting to get in on the mix by adding these second-tier engines to their list of traffic sources that they can provide to their clients.


But how do these engines generate traffic? Unlike Google and Yahoo, the second-tier engines rely on distribution partners - publishers - to generate traffic to their advertisers. With a combination of niche Web sites and smaller search properties, these pay-per-click engines are providing billions of qualified searches to advertisers nationwide.


Many of these companies in the second-tier market are even moving to generate their own traffic. Many have spent quite a bit of money buying either search, domain name or desktop properties, and some are working to develop and implement niche content of their own to deliver to their consumers.


Though Google and Yahoo continue to lead the pack, they are limited by the traffic that they can provide to their advertisers. The second-tier pay-per-click search engine industry fills that void.


For more articles from The Direct Marketer's Essential Guide to Search Engine Marketing, visit http://www.dmnews.com/cgi-bin/artcategory.cgi?category_id=22


A PDF of the guide is available at: http://www.dmnews.com/pdffiles/semguide.pdf


Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here