05-02-2006, 09:48 AM
Quote:If you're a merchant who's bought keyword search terms on Google or Yahoo, you know that per-per-click advertising gets expensive. Very expensive...
So the pressing question for e-tailers is: How can I lower the cost of my PPC advertising?
The answer, experts say, is to use a multi-pronged approach. Today's penny-pinching advertisers use second-tier and even third-tier search engines. They also use industry-specific engines, comparison shopping engines and distribution networks that display PPC ads across the Web.
While these alternate engines can't deliver the traffic levels that Yahoo and Google can, their PPC rates tend to be significantly lower. In some cases, traffic from these alternative engines is more targeted so it provides a higher return on investment....
full article: http://www.ecommerce-guide.com/solutions...hp/3602546