The Search Engines

For the folks getting into search, the category usually begins and ends with Google, maybe Yahoo!, and sometimes (not too often) Live.com (Bing). There are others, Ask.com. MIVA, LookSmart to name a few. Depending on who you talk to, each engine has different merits. Depending on the research company*, the search volume share of these players vary, but generally, fall as follow:

Google: 60-65% Share
Search traffic is obtained through the main search site as well as through Google's syndicated network of sites. In addition to search, Google has content advertising, which uses the search algorithm to match your ad's content with the content of a site. These are not Google sites.

Yahoo!: 10-15% Share
Search traffic is obtained through the main search site as well as through Yahoo!'s syndicated network of sites. While Goolge is a 'pure play' search, Yahoo is a portal site, with content, new and original information. In addition to search, Yahoo! has content advertising, which uses the search algorithm to match your ad's content with the content of a site.

Bing 9 - 12% Share
In 2008, Microsoft launched www.Bing.com as its 'pure play' search (it can be customized to affectively be a user controlled content site as well) and serves as the search engine behind MSN. If Microsoft carries through with it's plan,wwwBing.com will be linked to Microsoft desktop software as well.

Ask.com about 2-5% Share
Ask used to be askJeeves.com and is owned by IAC. Ask runs a blend of its own paid search and syndicates search from Google. In addition to www.ask.com, Ask syndicates search to other sites. Additionally Ask leverages the properties of IAC. Unfortunately, there is not much transparency as to where your ads run, or how many impression they receive.

AOL about 3-5% Share
AOL only takes direct search advertising from select, large advertisers. The rest of the paid search comes from Google.

Other Search Engines
MIVA, LookSmart, 7Search, Findology, 123Search etc have varied traffic and quality. They tend to have far lower PPCs, but you should track all clicks to sales, conversion or other monetized action. This is true with all search engine marketing programs, but the low PPC can entice you to spend more than is wise.

Recommendation:
If you are strapped for time resources, start with Google and Yahoo. With the Yahoo! launch of Panama in January 2007 (12/06 for some), the two sites are very similar and not difficult to manage simultaneously. If you have more time, add Live.com, Ask and others. However, with all things, continually monitor results. Different products and services get different results on the engines. This is not a one-size-fits-all medium.

*ComScore, NielsenNetRatings, Hitwise

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