Paying for inclusion, knowing what we know today

[reuben101]

I've got a few difficult decisions to make for a company/friends I developed a site for. They have no budget to speak of, but a fantastic product with a fairly established history in an upscale niche market. I obviously want to maximize our ROI and based on what I have read here over the past few months it seems like Adwords and Overture campaigns are more likely to get the targeted traffic we need. Should I place a Yahoo inclusion above G & O campaigns with things as they are now in the Yahoo directory?

Thanks!

[Jack_Frost]

Jack Welch once said that the benefit to runnign GE was that you could make mistakes. If he made a bad acquisition, he could cover it with another good one. He had plenty of money.

Point is, I don't envy anyone who has the task of trying to justify PPC over a Yahoo listing. To me a Yahoo listing is a cheap investment for a new site to get crawled right away. Of course, there is a lot of question to its value since they moved their directory to the background.

I personally like using PPC to test a campaign, but I usually have a bigger budget.

My advice, ask for a bigger budget! (And, yes I have a marketing background)

[Hunter]

Welcome to WebmasterWorld reuben101

>a fantastic product with a fairly established history in an upscale niche market.

Be a great friend and get the site ranking free (non ppc) for a % of sale.
If you believe in it, then it's worth your time.

[scorpion]

yahoo is cheaper per click-thru for us. Roughly comes out to $0.02 per click, vs. $0.05 minimum for adwords or higher for overture. But on the other hand the PPC gives you a bit more control...

[nell]

When Yahoo bought Inktomi, they demonstrated they're active and progressive. I believe they intend to give Google a run for their money. For the money, Yahoo seems to be a good horse to place a bet on.

[reuben101]

I am doing all of the web development and search engine/directory work out of pocket because I beleive in them and the product. I just don't have enough cash to properly launch a PPC campaign and submit to Yahoo at once. I can do one now (I've set up the google and overture accounts already)and add the other in a month or two. I just didn't know what worked best for fastest results since Yahoo listings seem to be less effective than they used to be. I understand this will likely change in the future though. I guess to sum it up, the question is which to do first assuming I'll be doing both.

Thanks again!