What Entrepreneurs Need to Know
Google or Yahoo for small-biz advertising? Who prepares better business plans: men or women? Plus, an organizational approach with competitive advantages, and more
Google (GOOG) wins hands down, says Fred Thacher, president of uSalus, a seller of specialized wool bedding. The first time he specified Google keywords for ads, within hours of posting he received a call from a Google rep, who advised him that he likely wasn’t making the best choices. Over a period of several days, says Thacher, the rep spent four to five hours guiding him through a realignment of his ads.
In contrast, he says, simply composing ads for Yahoo! (YHOO) is an adventure. “The difficulty arises when there are several keywords and the customer has to write copy and insert the correct landing page for each ad. Yahoo cuts the customer off after only 20 minutes and all your work is lost. How bad is that!”
Moreover, all keyword ads need to be approved by Yahoo, which is fine by Thacher, to reduce clutter and spam. “The problem arises when the keyword buyer composes an ad for use and the ad is submitted for review and is rejected,” he says. Trying to correct the situation “is tough to do even by a skilled user. I know because I have finally, out of desperation, asked my paid Web designer to do some of it for me. He reports back the same problems.”
What are your experiences with the two kingpins of online advertising and searches? Post your comments with this column.
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on Monday, November 6th, 2006 at 5:42 pm and is filed under Work at Home, Internet Marketing, Small Business, Entrepreneurs.
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