April 17, 2009 by Matt Thomas
Not only can PPC accounts cost you a whole lot of money very quickly, they also suck up time like you can’t imagine. Properly building a PPC campaign for a mid-to-large scale ecommerce site could easily take three days, even if you know what you’re doing. After that, running the thing can eat as much time as you have to give, especially if you’re one of these people that enjoys data and graphs, i.e., someone like us.
This is why it’s really important to stick to the big players in the search engine game. You can spend time setting up accounts on Kanoodle and Looksmart if you want, you might even scrape one or two conversions, but is it really going to be worth the time it took to learn these obscure systems? I kind of doubt it.
Concentrate on Google, it is by far the biggest search engine and it’s probably the best, at least from an advertisers point of view. What’s more, with tools like conversion tracker and Google Analytics, there’s an almost infinite number of ways to adapt and change your account.
Only when you’re completely happy with your account should you consider MSN and Yahoo but I wouldn’t go far beyond that.
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