|Difference between AdWords and Yahoo PPC|
they are very different
I have been avoiding learning how yahoo works for some time. Today I decided to really get into it. Our agency has a Yahoo agency rep that helps us out a lot and I just spent a lot of time talking to him on the phone. Come to find out Yahoo is very different. Here are a few items I hope this turns into a big discussion.
1. Quality Score:
Google - Quality score is on an individual keyword and is figured out at time of search. You can have low and high QS keywords in the same ad group. Broad match and phrase match keywords only show the average QS. Only exact match shows a close to real QS and even then it is still an average since QS is based on things that happen at time of search.
Yahoo - Quality score is only shown at the ad group level. This means that everything in the ad group contributes to the QS. A bad QS keyword can drag down the others. They recommend that we organize ad group like in Google but then split up the ad group by traffic. This means that I get 3 times as many ad groups in Yahoo than I do Google.
2. Match Type.
Google Phrase, Broad, Eact, Negative Phrase, Negative Broad, Negative Exact. Broad is a wild card that will find all keywords with any of the keywords in your term plus synonyms, plurals, singulars and anything that could be remotely related. Phrase will take the exact match of what you put in the term and allow any other terms that have that exact phrase plus anything before or after the term. Exact is very exact nothing more nothing less. Negatives work the same way except they don't do any guessing. If you put in a singular you have to put in the singular as well. If you put in a negative match you can't have the exact match of the same term. Google considers a plural and singular keyword to be two different words. Negatives can be done at the Campaign and ad group level.
Yahoo - Advanced, Standard, Excluded Words. This has been very confusing to me. It seems that you have broad and really broad. Yahoo does not have an exact match. Advanced is just like Google Broad and standard is just like Google broad used to be. If you put in a negative match keyword it won't be excluded if you have it as a standard or advanced match. If you put in a singular it will also exclude the plural. Yahoo considers plural and singular keywords to be the same keyword there is no way to separate them. Negatives can be done at the account level and ad group level.
There are many other differences like campaign settings and geo targeting and so on but these are the 2 main things that are not obvious. I'm not saying that all this is true it is just my understanding. I hope we can talk about this and maybe clear up some of this stuff.
Another HUGE difference is the quality of their syndication partners and the controls they give us that affect those channels. G's quality is much higher and the controls offered are deeper and G's Smart Pricing (discount for lower converting traffic) works!
As a consequence (and Y doesn't understand this!), we spend a lot more time and money on G, because we can target, pay for, and get the quality we're looking for. At Y, you get what they give you - and they've decided to deny you control over things.
If Yahoo were a grocery store, they'd fill your cart for you when you shop there. While G lets you go up and down the aisles choosing what you want. This difference dwarfs all other differences between these two platforms.
Rhino, as a publisher, I was forced to deal with Y's ads for a couple of years, so I got to see the ads.
Much of the differences in the offerings comes from Y having a much smaller inventory of ads and a small group of publishers than G. It's not because of a bad attitude at Y, but they need to serve up ads to their publishers and if they allow you to restrict them as much as G, that's a problem for them.
This is why Y cut the major deal with newspapers--they needed both better and more publishers and better and more ads. And I think it is working. We need to keep watching Y's ad network. If you are targeting ad by metro location, look at Y today.
Great topic ogletree, thanks! Long overdue IMO.
One plus to Yahoo is that they allow you to exclude up to 500 search partner sites. Google does not have this feature.
Another plus point for Yahoo! is that you can't be an MFA site and sign up to become a partner as is the case for G :)
CTR at Yahoo is generally very low due to the fact that ads are served everywhere while we have no control over it, even with that exclusion thing that many people can't figure out, simply because they don't know what to exclude.
This dilutes the overall results we see in our accounts which directly affects our ability to judge the performance. Why bother about showing our ads at Yahoo news, Yahoo travel, Yahoo this and Yahoo that? Plus, MTV like and other sites that I don't want my ads to show up on at all.
Yahoo needs to work on the ad serving from the perspective so the result is better conversion for their clients. Only at that moment people will become interested in learning more about Yahoo.
The biggest thing is the match types and the interface. Google is easy to use and you can target well. Yahoo! is cumbersome and the match types need to catch up to Google. Yahoo! dumbed down their system with match driver a looooooooong time ago. While Google doesn't seem to encourage the use of match types, they are in there to give the more savvy advertiser control over the campaigns should they choose to use it.
|Another HUGE difference is the quality of their syndication partners |
In fairness to Y!, they now apply quality scores to their publishers. This means if the publishers are sending huge quantities of spam to the advertisers, Y! pull the plug on them. I believe publishers also have discounting applied depending on their quality score, so the more crud they send towards the publishers, the smaller the PPC % they will receive.
However I get the feeling so many people have been burnt by Y!'s dodgy partners in the past though that they aren't willing to give them a second chance quite yet.
Right, Noodle. And, Yahoo does have their new alliance with many newspaper publishers now, which many publishers are working very hard. It's now quite extensive. And many national brands are using it.
If you haven't looked at Yahoo in the last 12 months, you might take another look.
I find the query performance reports in Google very helpful. I wish Yahoo would provide as mush transparency as Google is.