Nico Brooks says, “Now, any major advertiser is crazy not to be on both Google and Yahoo, because there`s just no disadvantage”.


Nico Brooks,director of search technology at digital marketing technologies provider Atlas, a unit of aQuantive says “Now, any major advertiser is crazy not to be on both Google and Yahoo, because there`s just no disadvantage. On a campaign of 1,000 viewers and 10 keywords, you`re better off halving the size of the campaign and taking the five best-performing campaigns to both engines than picking one engine over another”.

Most big pay-per-click marketers play on both engines, and often with the same keywords.

Mary Wagner identifies the differences between Google and Yahoo:

“One of the most significant differences is in how Google and Yahoo rank paid ad listings on the page”.

Yahoo`s model allows a straight bid for position, pay the highest cost per click on that word.

Google uses a relevancy algorithm and the ranking is determined by what the marketers pay and how many of the users click on the ad.

John McAteer, head of Google Retail, says, “We treat click-through rate as a vote by the end user. By clicking, users are telling the advertiser what is most important to them. The proof would have to come from advertisers working with both Google and Yahoo to see what works best for them”.

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