Yahoo Advertising vs Google AdWords - Manufacturer Issues
This entry was posted on March 8, 2007 and is filed under Click Advertising.
Watch Out - Google AdWords maintains policies that tend to discriminate against companies that by the nature of their business attract fewer clicks. This applies to most small and medium sized manufacturers most of whom have less than 100 customers
–
". . . ad rank is not based on preference, but is based on bid and Quality Score. Quality-based bidding creates a marketplace that rewards the ads that are most targeted and relevant for users. The more relevant a keyword, its ad text, and its landing page are, the higher its Quality Score. The higher its Quality Score, the lower the minimum bid requirement is for that keyword." This is frankly "googly goop"
– more likely a customer rip-off than anything Google AdWords contend.
Forget about Google AdWords if your company name is mainly generic word and you are trying to be sure your customers can find you. Not only will Google search rank you so low that you seem not to exist but also Google AdWords ends up costing too much to be worth it.
The effect of all this is that small companies have to pay huge amounts per click EVEN though a much lower bid - even half the bid
– is the most competitive. You end up having to double your bid even though your key word is by far more relevant to the search term than any of the other bidders.
My answer is to go to Yahoo Advertising and others. Better value and less hassle!
