Are you putting your entire search engine marketing budget into Google? This is not necessarily the best thing for your website traffic and conversion.
We know that Google provides a great system with good conversion tracking and an easy to use interface, not to mention an audience that dwarfs the competitors in terms of search volume. However if you spend the majority of your budget on Google, how will you ever know the potential returns available from the other pay-per-click options available?
Now if Google is working for you and your returns are good then I recommend continuing with them, but it’s always worth expanding the reach of your search marketing campaigns.
Not all users will have Google as their home pages and use Google for search; there is MSN, Yahoo, AOL and Ask.com to name a few. Yes, these sites are smaller in terms of traffic, but they may have other benefits such as users that fit different demographics; access to untapped markets, and that may well be just what your website needs.
I’m not saying that you should spread your budget so thinly that monitoring all the campaigns becomes a nightmare, but how about using some of your Google budget on other search engines and testing the returns that you receive. If it works then you can allocate more of your budget to them or if not then you can just revert back to the all mighty Google.
You may be pleasantly surprised at the results because of fewer competitors. If everyone does this then maybe we can halt the increasing market power Google has over search, which at the moment is around 57% of the paid search market, and put some downward pressure on the increasingly high click prices. Here’s to a future of affordable and fairer pay-per-click!