If other advertisers have selected the same
keyword or phrase as yours, you then are competing against them for the highest
position. Whomever is willing to spend the most is positioned first and the
others follow in order.
There are 2 major Pay-Per-Click programs, and one
minor PPC player used today. Google has AdWords, Yahoo! Overture has
Sponsored Search, and the third engine is FindWhat - also known as MIVA.
Yahoo! Overture PPC was previously called Precision Match. Content Match
is a variation of Sponsored Search in which results are highly targeted for
content relevant pages or services. (Content Match is beyond the scope of
this web page).
Before reading further, you may wish to review the
SEO, PPC, and SEM terms in our
Pay-Per-Click can be managed on either a national/global basis, or on a local
basis. Google AdWords and Yahoo! Sponsored Search are examples of global
PPC programs. Although global, the search engine may only have a presence
in highly industrialized countries and in popular languages.
When Pay-per-Click is managed for searches on a
local level, the programs are called Local Search. Both Google and Yahoo!
Overture have Local Search offerings, and MSN is supposedly developing a
product. These offerings are explained in the
and on the
Local Search page.