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The vendor spotlight session covered alternatives or additives to going with PPC campaigns from companies like Google and Yahoo.

They discussed how pay per call was more effective and available in more areas like TV and print than pay per click was. It also doesn't suffer click fraud and clients like it more as it's closer to a sale.

Tools for managing your pay per click and pay per call accounts were also discussed. Zanox offers a one stop shop for managing all your accounts including Google PPC, Yahoo PPC, click per call and more. Since it's available worldwide, it can even help you with international accounts and search engines. Lycos spoke on how there offerings and how they can be customized for verticals and you can even become a publishing partner to use Lycos tools while running your own ad network with your own look and feel. Both companies trying to make it easier on the end user and increasing ROI.

Overall the session gave light to some great alternatives to just using Google or Yahoo for buying ad space. There are many other areas that PPC can't quite get like print and TV and there may be more than one service to meet your needs. Managing them to best fit your business and your needs is key.

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Thomas McMahon is a SEO Designer for TopRank Online Marketing in Minneapolis, MN. His specialities inlude technical optimization of existing web sites, creating search engine friendly web designs, and blog optimization. He has also created a number of blog marketing tools, WordPress plug-ins and FireFox add-ons.

Blog: http://bloggerdesign.com