An often misunderstood reality of Pay-Per-Click advertising is that many times you can't determine where you ad will be displayed once you sign-up with one of PPC Search Engines. In incestuous world of online advertising, companies are often simultaneously competitors and partners. This is never more true than in case of Search Engine Advertising.

Even The Big Guys Do It:

If Pay-Per-Click program you're using is from one of major brands that has it's own consumer search destination site (Google, Yahoo, Lycos etc,) it's a little easier to tell where your ads will show up. However, even if you're working with major players, your ads won't be limited to Search Engine you signed up with. For example, Google has agreements with Lycos, Ask Jeeves, AOL, and other lesser known brands, to display ads from Google AdWords program. Yahoo has relationships with MSN, and CNN.Com to display ads from its Overture Pay Per Click Program. Lycos owns HotBot.Com and has partnered with affiliates outside its network to increase distribution of ads from Lycos AdBuyer Pay Per Click program.

Distribution Strategies Of Smaller Search Engines:

Once you go beyond major Pay Per Click Advertising programs it becomes increasingly difficult to know where your ads will appear. Most of second tier Search Engines rely exclusively on networks of unknown sites for their distribution. FindWhat.Com, Kanoodle, Enhance and Search 123 don't operate sites that consumers use to search web. Because of this they have developed relationships with thousands of smaller sites to display ads from customers who sign up for their Pay Per Click programs.

Affiliate Traffic Isn't Necessarily Bad:

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