Defining Paid Search Networks

Reading any of the major search engines' explanations of their paid search networks and where they will display ads is at minimum misleading. The leeway given is vast and the statements made are vague. I feel for any new advertiser getting started with pay-per-click advertising without the help of an agency or at least an analytics tool. The potential to increase site traffic and boost conversions is definitely there, but when the most basic segment of the paid search advertising system is not clearly defined by the search engines, it's a bit frightening. The question is simple, "Where will the ads be shown?" On the two major PPC engines, Yahoo! Search Marketing and Google AdWords, advertisers can choose to have their ads shown on search or content networks. Each network has its value and can be very effective, but it would be nice to see the engines give their advertisers more control over where their ads are shown. Simply working to better define the search network would be a great help to many advertisers. The search network on Google AdWords gives advertisers the option of having their ads shown solely on Google or they can expand the coverage to include the network. The made up of sites and products who partner with Google to publish targeted AdWords ads via their site or product." This means advertisers can opt in to the entire Google network, therefore increasing the reach of their ads, but will have limited control of where ads will be shown and knowledge of whether or not those sites and products are truly relevant? Sure, Google will throw you a bone and share an abbreviated list of partners, but as Google points out, "[they] are constantly expanding the number of sites and products in [their] network." Yahoo! Search Marketing doesn't even go as far as to give advertisers the option. When ads are run on their network the advertiser has no choice whether or not to be shown on partner sites. Yahoo does post a list of its Del.icio.us") | Yahoo! My Web Technorati: