Over the past 10 years, the web hosting industry has become more and more saturated with providers spanning the entire industry spectrum. There are more big name brands, more mid-sized providers, and an intensely increased range of smaller offerings in the market. As with the iPod craze, it seems everyone and their mom thought they should, or could, start a web hosting company. Most of these companies have relatively small, or non-existent, customer bases.
If one of these smaller web hosting companies were to try and compete with any of the larger companies via a PPC campaign, they would quickly realize the competition. Most top keywords for web hosting terms on Adsense are $10+! In such a tough market, how do you expose you brand to unique visitors without spamming it everywhere, dumping thousands of dollars a month into adsense, or otherwise spinning your wheels, and wasting your marketing budget.