What’s Next?

Lots of times clients will ask us the ever infamous question, “What’s Next?”

This “What’s Next” pertains to expanding further into the PPC (Paid Search) space, after a client is fully up and running Google, Yahoo & MSN. Many clients tend to think of getting fully up and running on the “Big 3″ as the end of PPC expansion & growth.

Fear NOT! There are still many high quality mediums and channels left to explore!

The focus of this post won’t be on expanding or deep-diving through Google, Yahoo & MSN expansion, but on what else exists within the market.

Outside of the world of the Tier 1 search players lives a world of other players and engines. Some, just to name a few, include -

Ask.com, Advertising.com, Miva.com, Kayak.com, LookSmart.com, ABCsearch.com, Business.com and many others. Some of these engines are search based, while others are content networks (collections of sites that you can bid for placement on).

Lots of these search providers are either niche, vertical or category related. Some offer “industry collections, ” while others play to the fringes, going after highly specific user-centric markets - Kayak & Business.com.

Each of these platforms work in their own unique ways: unique UI, unique bid strategies, reporting and transparency options. The key to these networks lies in the ability to properly optimize and market within these alternative channels.

Some of these channels offer first party tracking options, while others rely on a 3rd party tracking cookie/pixel or track link from the back of your Yahoo Store. While some of these platforms bolster the power of branding, reach and frequency; the key metrics to look at here are simple - CPA and ROAS.

CPA - your cost per sale

ROAS - ratio of ad dollars spent / revenue generated.

If you are going to be expanding into these platforms be mindful of keeping your end-goals in check and to routinely track your results. No other factors matter, unless you are reaching your goals - be it branding or sales!

So, I ask - What’s Next?