Although Google is the famous advertising network, there are numerous other networks that are not as popular as Google yet are also big players. One of them is Yahoo. Yahoo is one of the oldest networks – they have ebing around for uears even before Google, and they also habe their advertising network called YPN or Yahoo Publisher Network.

It's know that the main difference between those is that Yahoo is more extensive for the advertiser ,due to luck of quality control, compared to Google, where smart marketers are rewarded more than those with deep pockets. It also gets less traffic on their search engines. Other biggies are MSN, Ask, Kanoodle. Those get even less traffic and their PPC navigation etc is not perfected as near as Google, hence their advertising is not very popular. They are worth considering but not worth spending much time at (some don't even have “Adsense”-like system at all).

This is the main issue with those smaller networks – they don't seem to want to have a PPC network as much as Google does – or maybe don't try had enough... Either way, Google is the best, as their main income comes from those networks and advertising. Generally, bigger companies tend to focus on Google while a lot of the smaller individuals try their luck with other PPC engines.

Yahoo also makes their money with other staff like selling advertising space on their site – like banners etc, because they get so much traffic, big companies are prepared to pay a lot of money for those. Yahoo is still the most visited site on the web, according to the statistics of Alexa at alexa.com. This means it is getting millions of visitors A DAY, which is a hell of a lot of traffic. It's all the very popular marketplaces in the world combined. Though, big chunk of their traffic is for their free e-mail and those people are not browsing around their site much, heading straight for the mail instead.

From the webmasters point of view though, YPN is definitely worth looking at and playing around with – some say they even pay more than Google. The cons are though that they don't have as many ads as Google does, hence Google's ads are more specific and they are more likely to provide the web master with a more relevant ad even for the most tightly-niched market, hence you should have a higher CTR. This is a question of testing tough, as everyones results will vary.

 

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