PPC and a Post MicroHoo World
Friday, May 9, 2008“I don’t want the whole world, I just want your half.” – Ana Ng, They Might be Giants, 1989
Yahoo! might have wriggled free of Microsoft for the time being but it is now getting closer to Google than many PPC experts are comfortable with. Yahoo!’s overt flirtations with Google proved to be the ultimate poison pill that turned away Microsoft’s uninvited attentions.
Most in the search marketing community were rooting for a deal between Microsoft and Yahoo!, not because we love Microsoft or dislike Yahoo!, but because we felt that the combined forces of the two mega-firms would provide a truly capable competitor to Google. That didn’t happen. As it stands today, we’ve transited from a potential to create greater competition to the very real potential of seeing far less competition in the lucrative PPC marketplace.
On yesterday’s Webcology show on WebmasterRadio.fm, we explored the Post MicroHoo environment with Search Engine Watch Executive Editor Kevin Heisler and WorldBenefactor.com co-founder Greg Meyers. (Greg also publishes the blog SEMGeek.com).
It was an interesting conversation. Kevin covered the business ends of the equation and Greg passed out several tips on PPC bidding strategies his non-profit WorldBenefactors.com site is adopting in the post MicroHoo world.
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