While Tier 2 PPC networks can't compete in terms of market share, they can be a valuable addition to any PPC campaign. Most marketers ignore this option because they have questions but don't make the time to find the answers. To speed up the decision making process, here is a quick look at the 5 most common questions asked about Tier 2 PPC networks.
Most people who use PPC marketing are focused primarily on Tier 1 PPC networks. Depending on who you talk to, this normally comprises the Big 3 (Google, Yahoo!, and Bing). This makes sense because those three networks are responsible for nearly 95% of all online search traffic.
While Tier 2 PPC networks can't compete in terms of market share, they can be a valuable addition to any PPC campaign. Most marketers ignore this option because they have questions but don't find the time to find the answers.
To speed up the decision making process, here is a quick look at the 5 most common questions asked about Tier 2 PPC networks.
Are Tier 2 PPC Networks Valuable Compared to Tier 1 Options?
The most obvious question is whether or not Tier 2 networks are even worth the time it takes to setup and optimize a campaign. If done correctly, the answer is a resounding YES. The visitors who click links on Tier 2 networks are the same type of people as those you are targeting on the Big 3.
While the volume isn't the same, the per-person value is the same, if not greater. In fact, because you are competing against fewer bidders, the ROI can be far greater. Lower bidding costs also mean more visibility for your brand.
Another important difference is that, unlike the Big 3, you don't have to worry about the nebulous "Quality Score". Most Tier 2 networks focus only on the CPC, which is factor you have complete control over.
Is the Competition Difference Large Enough to Make an Impact?
There is still competition for valuable keywords on Tier 2 PPC networks, but it is significantly lower than the competition found on the Big 3. There are a few reasons for this. The main reason is that many smaller companies are on a shoestring budget, so they focus solely on the Big 3. Plus, many are not even aware other options exist.
Does the Traffic React Differently to Ads?
Another common question is how the traffic will react to the ads and landing pages already being used on Tier 1 networks. Since the traffic volume is lower, you may not want to dedicate a lot of resources to launch a whole new campaign from scratch. Optimizing a campaign on Tier 2 networks is notably different than Tier 1 strategies, but the ads themselves don't need much tweaking.
In fact, Tier 2 networks closely monitor their traffic sources to ensure highly targeted visitors. Since they cannot compete with the Big 3 in terms of volume, they emphasize quality, which is a huge benefit for advertisers.
Are the Ad Placement Options Different?
One thing to keep in mind is the ad placement is often different for Tier 2 networks. Along with traditional ad blocks, they also offer sponsored results, in-text ad units, tool bars, and even direct navigation options.
How to Choose the Right Tier 2 Ad Networks
The biggest question about Tier 2 networks is how you can identify the best ones. There are multiple variables to consider in order to weed out the poor performers. Fortunately, each network is small enough that you can do some inexpensive testing to see which ones give you the best results.
If you don't want to individually test each network, then look for a few key indicators. They include experience (how long the ad network has been around), ability to target your audience, tracking/optimization tools, traffic channels, and customer support.
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