I've always just focused on AdWords because for the most part it just works, and it's very scalable. I figured I'd give Yahoo another test, but I just don't see how to make it work for me. They map your keywords to other keywords without telling you what they are, etc. making it very difficult to track/optimize keywords. They show your ads on MFA-like crap sites and give you no way to block them. I could stop here and these 2 things alone are pretty much enough to hinder any serious campaigns. Is anyone out there using Yahoo for "serious" PPC campaigns, or am I missing something here?
Yahoo is definitely harder to use. However, they don't seem to charge mulitple times per unique user (as Google does to me everyday), and the cost per conversion is cheaper. For me in my particular niche, the clicks cost less and the traffic is just as good as Google and in some cases better. So any difficulties I go through are definitely worth it.
One of the biggest problems to me is that you can have 1000 different keywords in Adwords, and then if you go and add those same 1000 keywords to Yahoo you'll find that 90% of the searches get mapped to 1 or 2 terms out of those 1000. At least that's how it's working in every case I've tried. This makes it almost impossible to optimize a campaign with Yahoo - you can't focus on the winners and cut the losers when most searches are mapped to 1 or 2 terms. It's pretty ridiculous in my opinion, and I can't fathom why they would do this. I can only imagine how many billions in revenue they are throwing away ...
Msg#: 3402208 posted 11:22 pm on Aug 6, 2007 (gmt 0)
Yahoo has taken on a lot of poor and fraudulent traffic in the past couple years. It's made the quality of their traffic much less than that of Adwords since you can't opt out of the fraudulent stuff (or block the sites). Their quality is slowly getting close to that of the 3rd tier PPC networks.