When it comes to pay per click advertising, you will find that
there are a number of pay per click programs that you can choose
from.  Two of the most popular programs include Yahoo Search
Marketing and Google Adwords. With both programs coming highly
rated and recommended, you may find it difficult to choose
between the two.  When it comes to deciding which pay per click
program is the best for you, you will want to examine the
advantages and disadvantages of each.

For starters, let’s examine the Google Adwords program.  Hands
down, the biggest advantage to using Google Adwords is that it
is a well-known and established program.  In fact, Google is
considered a household name; everyone knows what it is.  When it
comes to pay per click advertising, Google’s Adwords program is
the most recommended.  It is also the first program that comes
to mind.  This wouldn’t be the case if Google Adwords wasn’t
successful.  By choosing Google Adwords, you automatically know
that you will see results; good results. 

Although Google Adwords comes highly rated and recommended,
there are also a number of disadvantages to using the program.
There are some individuals who claim that the Google does a poor
job of monitoring their advertisements, namely where they
appear.  It has been reported that advertisements appear on web
pages that are unrelated to the advertisements that are being
shown. This is most commonly seen with blogs. With blogs,
posters regularly change the focus of their posts each day. This
often results in different keywords being used, which can make
it difficult for consistency.

As it was mentioned above, aside from Goggle Adwords, Yahoo
Search Marketing is the other most recommended pay per click
advertising program.  As with Google Adwords, Yahoo Search
Marketing has a number of advantages and disadvantages.  The
main disadvantage of using Yahoo Search Marketing is that it is
still a relatively new program; they recently started working
with affiliates.  These affiliates will host your advertisements
on their web pages.  While this is considered a disadvantage, it
can also work to your advantage.  Having a relatively small
number of affiliates makes it easier for the affiliates and
their websites to be monitored. 

One of the biggest advantages to using Yahoo Search Marketing
for pay per click advertising is results.  For an example of
this, just visit www.yahoo.com and perform a standard internet
search.  Unlike Google’s search results page, where sponsored
advertisements are only displayed on the right-hand side, Yahoo
has advertisements displayed on the right-hand side, the top,
and the bottom.  This means that your advertisements will not
only appear on affiliate pages, but there is also a chance that
your advertisement can be seen before a searcher even visits a
website! 

Although both Google Adwords and Yahoo Search Marketing have
their own unique advantages and disadvantages, it is important
to touch on what they have in common.  Both programs only charge
you for your advertisements if a user clicks on one of them,
thus the name pay per click advertising.  Both programs also
monitor what is known as click fraud. Click fraud is when your
advertisements are clicked on, maliciously, just to increase the
amount of money that you have to pay.  If click fraud is found,
both Yahoo and Google will take care of the problem and you will
not be held financially responsible for those clicks.

Despite multiple disadvantages, both programs are great and they
both come highly rated and recommended.  This may make it
difficult to choose which pay per click program you want to
join.  While your first impulse may be to join both, you are
advised against doing so.  Instead, you will want to try and put
all of your time and energy into one program and one alone.  If,
by chance, you don’t receive the results that you were hoping
for you can experiment with your second choice. 

To your success,
Derek Pryde

P.S. Whether you choose to participate in Google Adwords or
Yahoo Search Marketing, you are sure to be pleased with the
results.