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Yahoo Adds Feature To Import Google Adwords Campaigns 
By: Frank Reed 2010-01-15 I just scanned the last six posts here at MP and they all have the Google logo attached to them. Whats strange about this story is that while Yahoo is announcing... ... an improvement in their paid search offering it still relates to Google. As for bing? Where are you? The company that is having their search platform replaced by you is making more noise. So what has Yahoo done? It has created an easy way for users of the Yahoo paid search platform to import data from their Google Adwords campaigns. In other words, Yahoo is saying We know how much you use Google Adwords so just copy and paste it to us and spend with us. Please! MediaPost reports on this and lets us hear Yahoos version. "Despite the agreement with Microsoft to power the search engines backend infrastructure, Sunnyvale, Calif.-based Yahoo continues to invest in advertising and consumer search tools. This time the company is releasing Network Distribution, and Import Campaigns. David Pann, vice president and general manager of Yahoo Search Advertising, tells Online Media Daily that Yahoos investment in targeting tools provides another option for advertisers to reach consumers " an alternative to Google AdWords. So the hope is that these tools will end up in Microsofts search platform and adCenter. " Boy, if that doesnt sound like someone who has simply decided to bow to the superiority of Googles offering and settle for the crumbs from its table. By saying that Yahoos Search Advertising provides another option (read: something other than Google AdWords) it sounds like Mr. Pann is trying to remind people that Hey, we do paid search advertising too! While this is all well and good one has to wonder what the impact will be for Yahoo if any. The following example provided from the article tells the tale much better than I can. One of the biggest complaints from advertisers has been the tedious process of importing online campaigns into more than one search platform. Each engine relies on different types of files and formats. Many advertisers such as Brad Butler, chief operating officer at Asadart Ecommerce Specialty Shops, begin their campaigns on Google, simply because AdWords has been easier to understand and use. Nice idea, but at the end of the day I want results, were the first words out of Butlers mouth after hearing about the new features. Butler runs several online stores. Its like putting lipstick on a pig, he says. Its a good idea, but I remember talking to my rep about it a few years ago. Hey, guys, youre three years late to the party. I may not be the sharpest knife in the drawer but I can smell a So what?! response from a mile away. How about we let Mr. Butler put it in even clearer business English, the one that involves dollar signs. "Butlers Yahoo account reps used to import AdWords files for him. The rep would come back a week later after completing the job. It just took too long, he says. Thats one reason that last year, Butler spent about $50,000 with Yahoo, compared with $1.2 million with Google. " I have to guess that Mr. Butler wont be moving a lot of that spend over to Yahoo but thats just me. Well, while I am glad that at least someone else is trying to do something in the search space I hope that there might be a little more innovation and less playing catch up in the future. Search advertisers weigh in on this and just how much you use other paid search options outside of Google. The world needs to see if there is a pulse on the industry outside of the Googleplex. Comments Tag: Google, Yahoo, Search Advertising Add to  Del.icio.us |  Digg |  Reddit |  Furl Have a bookmark! -  About the Author: Frank Reed's blog Frank Thinking About Internet Marketing provides practical advice and insight for Internet marketers from local SMB's to Fortune 500's. Frank provides Internet marketing services through FT Internet Marketing, Inc. In addition, Frank is a regular contributor to Andy Beal's Marketing Pilgrim and Mike Moran's Biznology blogs. |
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