Microsoft and Yahoo PPC Alliance

The Microsoft and Yahoo PPC alliance was always going to have teething troubles and give advertisers some headaches. We are gradually learning just where those are going to come from for our affiliates.

The most complicated issues are likely to spring from the differences in the way that Yahoo Search Marketing and Microsoft's adCenter treat keywords. adCenter in general provides much finer control over management of keyword mis-spellings and plurals, significantly greater limits on negative keywords, as well as taking a different approach to geo-targeting