Pros/Cons Of Major PPC Companies

I’ve been thinking about the pros and cons of the biggest PPC companies out there -Google, Yahoo, and MSN-, and I figured I’d post a few of my thoughts on them. Note that these aren’t all my thoughts, it’s just what’s coming off the top of my head from my experience.

Google Adwords

Pros

• Obviously the massive amounts of traffic. A nice medium list of keywords can get you TONS of clicks.
• 50 ads per ad group. More than both Yahoo and MSN, you can enter more ads into Adwords
• 2,000 keywords in each adgroup - double Yahoos.
• You can upload more keywords and ads than Yahoo.

Cons

• Quality score on Google is a huge pain sometimes. It takes a lot more work to get cheap traffic than it does with Yahoo, I’ll tell you that.

Yahoo! Search Marketing

Pros

• It’s a nice “middle of the road” traffic program. Google still gets way more traffic than Yahoo, but Yahoo is ahead of MSN traffic-wise.
• Quality score isn’t bad. It’s not as hard to get more keywords/ads displayed in Yahoo, their quality score isn’t as bad as good ‘ol Googley.
• Good customer support. Every time I’ve called Yahoo, I get right on the phone with somebody and they can help me. Although every time I don’t like what I hear on the other line, they’re still friendly :).

Cons

• Editorial reviews KILL sometimes. I can be doing awesome in an ad group, and then out of nowhere I’ll get an editorial review that wipes out 3,000 keywords and kills some of my revenue.
• Restrictions restrictions restrictions. When first starting, only 50k keywords per account. No keyword/ad upload option, 1,000 keywords per ad group, 20 ads per adgroup. Yahoo is more restricted, especially for non-Gold members.

MSN adCenter

Pros

• Cheap traffic to the max. You can get some pretty low-cost clicks at MSN pretty easily.
• Keyword/ad upload option. A very nice option that Yahoo doesn’t have.

Cons

• If only MSN wasn’t so miniscule in search volume…

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