I wrote about this in more detail on my blog, but here's the quick run-down. Here’s what I get with Google that I don’t get with Yahoo!. 1) I can choose exactly where I want to advertise using managed placements (as long as the site is using AdSense). 2) I can use keywords simultaneously with managed placements to get the most out of my impressions. 3) I can see exactly how many clicks/impressions are made at each website. If you guys could link to my blog (www.longviewsources.com), I talk about it in more detail there. Looking forward to hearing your responses.
why in the world is there a hyperlink on my first sentence when I use the word "blog" ?? Makes my post look scammy.
...Unless you only care about maximizing traffic or awareness, no matter the price. In US/Canada an advertiser can run ads on Yahoo's publisher network only through Microsoft AdCenter interface, where he cannot split Yahoo's and MS's networks. Outside the US/Canada market Yahoo still operates through its Panama interface. In both cases, in my experience as a direct response marketer, this network offers a low ROI performance, compared to Google's. The search alliance between Yahoo and Microsoft has slowed down the pace of UI feature release, so they can't even chase after Google AdWords, not to mention offering original features.
That's what I thought.. Google def. is superior, although I'm still wondering how Yahoo is staying afloat if they don't offer something, anything, better than Google. I do think there is still a benefit to learning their SEM because that's the same exact thing, just a different channel.
For convenience sake, I posted my entire blog post up Somebody tell me the benefits of Yahoo!’s Publisher Network because I can’t seem to figure it out… If the rates for the CPC and CPM are based similarly, what does Yahoo! Publisher Network offer that Google’s Display Network does not? Here’s what I get with Google that I don’t get with Yahoo!. 1) I can choose exactly where I want to advertise using managed placements (as long as the site is using AdSense). 2) I can use keywords simultaneously with managed placements to get the most out of my impressions. 3) I can see exactly how many clicks/impressions are made at each website. With Yahoo!, I have the option of choosing a rather broad category (i.e. electronics) to place my advertisements. Again, Yahoo! does not allow users to choose an exact website. That’s a major drawback because I don’t want my advertisement being shown on garbage websites. And how am I to know if Yahoo!’s definition of the particular category I choose is on the same page as mine? It seems like Yahoo!’s main selling point is its re-targeting tool. So no matter which site the user is on, if Yahoo! detects that a person has displayed some sort of interest in a particular product, it will keep shoving ads in front of the user’s face no matter which site she’s on. I find it mildly annoying. I have a friend who just accepted a position at a solar consulting firm, and I visited the site once just to check it out. And now, over the past week, I’ve seen that same advertisement on numerous irrelevant sites. Now of course, Iâ€m sure there are all sorts of statistics that vouch for the efficiency of such ads, but I’m not sold on its superiority over contextual targeting. And of course, the sales representative for Yahoo! kept pressing the level of brand awareness that would be raised by marketing in websites within one of their broad categories. But hey, I can do that with Google too.. And plus, if I’m trying to market a particular product, of course I can’t count on the advertisement being fully efficient because there are so many subcategories under something like ‘electronics.’ I still have a lot to learn about Yahoo!, so I will follow up on this post with another to highlight some of Yahoo!’s strength, but as of now, Google takes the cake, big time.