Microsoft and Yahoo, where are your users?
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I’m now using Google Adwords, Microsoft AdCenter and Yahoo Search Marketing and there’s one thing that’s becoming very apparent. Google is huge and the others are mere also-rans. I’m running basically the same campaigns with the same keywords on all three networks and Google is several orders of magnitude ahead in both impressions and clicks.
Now, logically, this makes some sense. I don’t know a single person who uses Yahoo or MSN in preference to Google. But as an advertiser I don’t want all my eggs in one basket. If Google decides they don’t like my ads or my keywords or my bids I’m stuffed.
On a business perspective, how does Microsoft (let’s face it, Yahoo is yesterday’s news) expect to compete with Google as an ad platform if their inventory is so lacking? Microsoft’s search technology (even after all the hype of their new Live platform) is still woeful. They need to seriously lift their game if they’re to attract users and therefore advertisers to their site.
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