I guess it might be a British thing to love the underdog. Or is it an astute value for money technique?

When you say PPC these days, most people think you mean “Google”.
Or wonder why you are saying “PPC these days” at them ;-)”

Certainly currently Google hold 66.2% (source Trellian niche keyword research) of the PPC market, but only running a Google PPC campaign therefore ignores ONE THIRD of your potential market. Is that clever?

What I find even more interesting is the user bases of each service.

In my recent PPC campaign on Google and Yahoo, so far I’ve found Yahoo to be 300% more proactive at clicking through, for the same keywords.

Also the results of those click thrus, the Yahoo clickers are far more receptive to “buying stuff” and call me old fashioned (you are old fashioned) but when you have a business, it’s quite handy to actually make some money.

Now add the fact that my bid price on Yahoo can be 23% less, then what does that tell you?

With Yahoo, I’m paying one FIFTH less, for 300% MORE traffic to a clientele who are X% more receptive to buying.

I’m still adding up what the X% is, but it is definitely a positive. However you look at it, it is more sales!

The Yahoo interface is a bit tricky compared to Google Adsense, but once you have done your first campaign, it becomes very logical and second nature.

So I’d say the smart money was on not just backing the Google. So I really really hope Yahoo don’t sell out to the Google.

I’ve never tried advertising with Microsoft MSN, so if you have any experience about that, I’d love to hear your comments below.
OH BTW there’s one other very obvious reason why you should advertise with Yahoo. Can you guess what it is?