Elizabeth Marsten // Sep 30 2008
Continuing our coverage on 2nd and 3rd tier PPC engines, we’ve come to
ABC Search. A little platform that could
out of Encino, CA.
ABC Search is a search engine themselves, but also rather a mediator and
distributor of ads to partner sites from advertisers through their
“Adentify” content network.
They claim 1billion searches a month and have been around since 1998.
From the advertiser side, I can say that this is one of the few 2nd/3rd tier
engines from which I have seen a consistent positive ROI and not just in 1:1 or 2:1, but
during seasonality highs, up to 3:1. Granted these returns weren’t the highs in
terms of revenue that I would see for the same products on Google, Yahoo or even
MSN, but the fact that there was one more niche to penetrate and come out with a
positive return made it worth the maintenance.
What’s interesting is upon visiting their site for the first time you almost
don’t realize that they are a search engine. The search box is almost lost under
the login box for advertisers. When you do search, the left hand column is filled
with related searches and on each page is a little counter in the upper right hand
corner showing their “real time dashboard.”
Back to PPC! Let’s break down the Pros and Cons, old school style. Starting
with the Cons so you leave with the Pros and a warm fuzzy feeling.
So as you can see, an awful lot of bells and whistles which add up to easier
campaign management and being well worth giving ABC a spin. With advertising dollar budgets
getting tighter, ABC Search could be a nice little source of revenue for your next
Elizabeth supervises the overall search division at Portent, which includes PPC, SEO and Social Media. Check out her modest brag link bundle if you really want to know more: http://bitly.com/bundles/ebkendo/5 She has also written ebooks, is a regular on the Portent blog and speaks on PPC across the USA at various conferences. Read More