Do PPC at Yahoo

I know a lot of businesses, including my own, that purchase keyword-driven ads on Google’s pay per click networks.  But not too many that also use Yahoo and/or Bing.  If this fits you, you might want to consider adding that extra outlet.

In a flurry of recent back and forths over the Microsoft-Yahoo search deal, there’s been a lot of talk about the importance of scale.  The MSN and Yahoo folks think it’s ‘good’; Google tries to downplay it because of decreasing returns to scale (Google should know, shouldn’t it?).

But here’s one little piece of info that cuts through the clutter.  Advertising Age reports that Ben Edelman, who teaches at Harvard Business School, found that click prices at Yahoo were 30% cheaper than Google, and at Bing (Microsoft) 27% cheaper.

Prescription:  mercilessly cut the poorer performers at your Google account and use the money to purchase keywords that convert on Yahoo and Bing.