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.

    1. https://adwords.google.com
  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
    1. http://searchmarketing.yahoo.com/ 
  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.
    1. http://advertising.msn.com

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…