The Search Engine Technology Battle for Advertisement Serving

This was a question that came up with a client so I wanted to cross post for those new to PPC (pay per click) advertising.

There are three major players in the Pay-Per-Click Advertising World. They are clearly divided into religious camps on where the ads get served meaning you pretty much have to set up three different configurations to run a broad online PPC campaign. The providers are:

  1. Google Adwords. The big one.

  2. Yahoo just announced Panama, which is a next generation of their purchase of Overture a year or two ago. The main site for Yahoo ad serving is
  3. MSN adCenter is the most advanced Search Advertising Platform but display is limited to Microsoft properties primarily. This one has the best visuals and statistics but a limited distribution network.

If you want to dive in a great place to start is the blog at searchenginewatch. Or just sign up and test them! Hey, it’s only money…