• SEM Geek, Thursday, February 7, 2008 12:30 PM

Google's search market share consistently hovers in the 60% range--but that traffic is a gift and a curse for search marketers. The gift is obviously the massive reach that a PPC campaign on Google can achieve, and the curse is that the CPCs on those campaigns are increasingly getting higher and higher--even for long-tail terms.

Though search traffic on Yahoo is substantially lower, Greg Meyers suggests supplementing your more pricey Google campaigns with Yahoo Search Marketing ads to get more bang for your buck. You can often snag head-of-the-tail terms or even competitive longer-tail terms at a much lower CPC with Yahoo.

"With Analytics continuing to make an impact in search, more and more advertisers will realize that they simply cannot afford Google anymore," Meyers says. "In fact, when advertisers start realizing their profit margins are not what they were before and applying them to ROAS and ROI metrics, they will start to realize the value in putting more money into Yahoo."

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