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Advice on Smaller PPC: GoClick, Epilot, Kanoodle

small PPC sites



8:27 am on Feb 14, 2004 (gmt 0)

10+ Year Member

Looking to get a few comments/suggestions on some of the smalled PPC engines: GoClick, Epilot & Kanoodle for example.

I'm curious how you guys have faired with these different companies. Everyone seems to be so dead set on Overture and Google.

Is there some magical reason that alludes me as to why I should be paying $4.00 on Overture instead of $0.05 on Epilot?



5:44 pm on Feb 14, 2004 (gmt 0)

10+ Year Member

Is there some magical reason that alludes me as to why I should be paying $4.00 on Overture instead of $0.05 on Epilot?

Yes. What is priced into Overture and AdWords, in my opinion, is the quality of traffic. With the second tier ppc's you have to keep a watchful eye on automated clicks and you will receive much less traffic than from the big two. A good alternative to the big two is FindWhat.

That said, I have managed to run campaigns with the second-tier ppc's that have worked out fine. The main thing you need to be aware of is that you will receive poorer quality traffic, but if you are only paying 3-5 cents per click, it may justify the investment if your ROI adds up at the end of the day. One thing you should not expect is high amounts of traffic though.


7:33 pm on Feb 14, 2004 (gmt 0)

10+ Year Member

One thing to keep in mind is that if you have a B2B product or service these engines usually dont produce much action. Especially if you are in a vertical or niche market. They just dont have enough of the search market share to produce much business at all.


10:38 pm on Feb 14, 2004 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

In my experience thus far kanoodle is mostly search-bar (browser plugins) type results.

I do get stuff from news.com.com and such, but it is an odd mix.

If kanoodle would add support for conversion tracking it could really accelerate into the market.

Many of the smaller ones simply supply rdf or xml feeds to millions of partner pages that show sponsored links.. some sites are hokey so your mileage may vary.


11:13 pm on Feb 14, 2004 (gmt 0)

10+ Year Member

In 5 years on the Internet doing ecommerce (retail) I have tried just about all of them and finally narrowed it down to OV, Googe AdWords and FindWhat. And FW is still suspect in my eye, but it has made an effort to weed out some of its more suspect affiliates, and strengthen its click-fraud protection. I have not tried epilot, but from most of the posts I read here, it falls in the category of KaKnoodle with maybe a plus.


3:30 am on Feb 16, 2004 (gmt 0)

10+ Year Member

I would personally try a small spend on Kanoodle, if you are looking for something a little different. IMO it is a whole different game with the smaller PPCs. There is some quality traffic to be had, but not in the volumes that Google Adwords and Overture can offer.


2:05 am on Feb 17, 2004 (gmt 0)

10+ Year Member

Thank you for all your tips!

I understand all the issues with volume. In a niche market it would be difficult to get much qualified traffic.
However, I still have to believe that some of the clicks received from these engines ARE qualified. I mean, it is still in essence targeted marketing isn't it? Someone types in something they are looking for, and up pops the relavent listing. I'd much rather have a click through on that as opposed to a more passive ad such as a banner or something.

By the way, anyone had experience with GoClick?
Thanks for all the input! It is very appreciated!


2:35 am on Feb 17, 2004 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

GoClick is working fine. GoClick doesn't get nearly as much traffic and the interface is "bleh" but it works. I get clicks and people see my site and its pennies.

GoClick is a cheap way to get some listings.. i wouldn't hedge sales on it, but it will bring visitors and cheaply. Plus it helps in ranking because alot of goclick sites are directories and links so as googlebot finds them it shows up.

(same with any ad for that matter.. i must have 20k links to one of my sites from overture, kanoodle, brainfox, google, goclick and other ppc links)


7:24 pm on Feb 26, 2004 (gmt 0)

WebmasterWorld Administrator ewhisper is a WebmasterWorld Top Contributor of All Time 10+ Year Member

However, I still have to believe that some of the clicks received from these engines ARE qualified.

I agree. Some of them are. With the smaller PPCs, you really need some ROI tracking.

I've had some sites that did well with what many consider very poor quality PPCs, and other sites that that it just didn't work out for. While it might have been a wasted budget, often you try advertising in places that turn out not to work, at least with the smaller PPCs - you're really only losing $25-$100, which is nothing compared to a $30k YP ad that's ineffective.

By the same token, I've seen sites advertise w/ G & OV who pretty much wasted their budget. These people often thought that G and OV were a waste of time, and never considered it might have been a bad campaign setup that was the problem and had nothing todo with the traffic source.

The advantage of using G or OV before expanding into these markets is that overall you trust your traffic to be qualified, therefore you can work on CTR rates and creatives until you find a nice mixture.

Using the same creatives on the other PPCs should get you similiar results when the traffic is qualified on these PPCs.

If you can pay $0.05 on a small PPC and get 1/4th the conversions than OV, it's still proftable when a click on OV goes for over $0.20.


3:53 pm on Mar 2, 2004 (gmt 0)

10+ Year Member

Hey Guys:

We have tried all of them and OV and G are the only ones that really convert. The others we really only use for Branding and Brand Recognition rather than converting.

The smaller ones, and we have tried them all get a ton of visitors.... but none of them buy.... they simply surf.


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