In addition to the established market leader Google AdWords there are also several other PPC services, which partiall have significantly lower CPC costs and fairly respectable traffic, and can sometimes represent a viable addition to an AdWords campaign, especially in non-European markets and when the AdWords potential is already used up.
The major Google competitor in the global PPC market is Microsoft with its Bing search engine and the corresponding PPC tool, Microsoft adCenter. This tool is comparable to AdWords and offers detailed cost control on click-by-click basis, campaigns, ad groups, split-testing for various components, and more.
The major disadvantage compared to AdWords is the relatively small traffic in European markets. For most search terms you can only expect less than 10% of the traffic that you would get in AdWords. Therefore an adCenter campaign can be at best an addition to AdWords, but not a full-blown replacement.
The situation is similar with other smaller PPC providers. Some of the more notable ones here include LookSmart (Ask.com), InfoLinks with its contextual ads similar to AdSense, and Chitika (a good choice for providers of physical goods).
As a summary, it can be said that although the alternative PPC providers cannot compete with Google AdWords in terms of volume, they are still an interesting addition to an existing and running AdWords campaign or organic search engine optimization.
We have been working with all of the abovementioned providers on a daily basis for years and are of course readily available to help you set up and optimize your PPC campaigns with any of those services.
* Nur verfügbar für neue Google AdWords Konten mit Anschrift in der Schweiz