November 9, 2007       (Updated from our June 18, 2004 article)

(Continued)

Since all Pay for Performance search engines are only interested in quality and relevant search results, many of them refuse to implement ad listings and submissions that will irritate their users.

For instance, Overture rejects close to 30% of keyword applications or ad listings that are submitted to them over a period of time.

To prevent wasting your time or money when you submit your listings, you should keep the above point in mind.

There are also five more disadvantages or drawbacks of using PFP:

1. Little or no control over search distribution partners
2. Permanent monitoring and management required at all times
3. Close scrutiny and detection needed in avoiding bid gaps
4. Unpopular ad listings could be removed or deleted
5. Competitors might adjust their ads or their bids every hour

Conclusion
Make no mistake—PFP needs to be managed closely at all times, if you want to get the best and the highest ROI from all your campaigns. However, some of the advantages of PFP could far outweigh some of its disadvantages. You should carefully evaluate each option separately.

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Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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