Conclusion
The partnerships that are continuing to form between PPC search engines and online phone directories are proving very interesting in their impact on PPC as a whole. The large online phone directories such as SuperPages (currently working with FindWhat), YellowPages.com (working with ePilot among others), and Verizon are pursuing local PPC strongly and contracting not just with the PPC search engines, but also with online shopping sites and other directory-style sites.
Localized search does open up a whole new set of challenges for PPC search engines themselves, as well, since they now have to consider much more seriously pursuing smaller businesses and selling them on this approach. For both PPC search engines and local businessmen, it is key to keep in mind that the point of a PPC ad is to make it unique enough that you will not get a lot of clicks that do not convert to sales.
It is also time for those interested in PPC options to assess and then reassess their current needs in the changing marketplace for paid ad campaigns. It is probably too soon right now to definitively assess whether or not better ROIs are in fact achieved with some of the new paid variations available to especially small-to-medium-sized businesses than traditional PPC. As well, traditional PPC search engines may very well continue to integrate some of the techniques that the entrance of the Internet Yellow Page properties heavily into the online search market as a whole have brought to the table.
We will continue to keep this guide updated and to update our current reviews to reflect these changes in the PPC market as 2006 progresses. Our news section is updated as the news comes in on a specific day, so this is also a useful area of PPC Universe that our readers should frequently visit to also keep up to date on trends and changes.
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