Synopsis — There have been lots of changes in the online advertising arena over the past few months, chief among them the fulfillment of the Yahoo! and Bing merger. Although it will take quite some time before the true impact of this partnership is seen, those involved in pay-per-click advertising online can’t afford to wait until the dust clears.
Andrew Bernero, in his article “The Online Advertising Race: Who Should Small Businesses Bet On?” provides insight into the top three contenders — Google AdWords, Microsoft adCenter (which by the end of 2010 will completely replace Yahoo! Search Marketing), and Facebook. Google, of course, is a known contender and is currently running in first place. Microsoft remains in second place, but will start to close the gap on Google as they integrate Yahoo! Facebook, once considered an extreme long shot, has upped the stakes considerably with its strong interest-based ad targeting. Like a horse race, the eventual outcome is uncertain, but advertisers are placing their bets via their ad dollars every day.
Bernero not only provides details on why each of the three is strong in its own way, but in a section of “hedging your bets,” he discusses the weaknesses of each as well. It’s all designed to help you choose the best program for your individual needs, so you can make it to the payout window at the end of the race.
The complete article follows …