PPC vs Paid Inclusion

What is best?

[christopher]

What do people really prefer - or is this just to big a question to measure accurately enough for it to be answered?

[Warren]

Both have their advantages and disadvantages.

And generally, the distribution of PPC verus PFI are different, so you are extendign your reach.

There have been some studies (can't find the links right now) which say that some people click on ads, whilst others click on search results. A recent study also found great benefit in being in both results.

So, I would say, do a balance of whatever your budget can afford. Track the results (PFI can be tracked), optimize the campaigns and see what happens.

[christopher]

PFI is certainly cheaper. For example: A minimum PFI spend on MSN (text ad link back to site) is £1500 per month.

Compare that with £1500 PPC spend on Adwords - is there really going to be that much difference in clickthrough.

I don't think there would be. With PFI, there is no account to be charged every month, so there's a clear advantage to be had.

[tfanelli]

My personal experience has been PFI is excellent. I get a much higher return on investment since the cost is so low, but with good positioning, the traffic is relevant.

[chrisnrae]

It also probably depends on your optimization skills. PFI only gets you in, it doesn't guarantee how well you'll rank. Where as with most PPC, if you want the #1 spot, you only have to bid high enough to get it. With PFI, if you want the #1 spot, you'll have to able to optimize for it.

But, if you can optimize for a #1 spot with PFI, it is likely to have a much greater ROI than keeping that #1 via PPC. But, it also makes that ROI dependent upon an algo.