Yahoo Plays Catch-Up With Google AdWords Importing

Yahoo recently announced some new functionality in their PPC platform. One of the new features was improved ability to import Google AdWords campaigns into Yahoo Search Marketing format. Now, I like the ability to cross-post campaigns as much as the next PPC marketer, but announcements like this just make me feel like Yahoo is constantly admitting defeat in their PPC platform.

I should preface this by saying that you can also import AdWords campaigns into MSN AdCenter, although you do need to take a side trip into Microsoft Excel to get it done. At least you have to use another Microsoft product. Yahoo just seems to be rolling over and admitting that there are much better tools for creating PPC campaigns out there, and you should probably just use those instead of the Yahoo Search Marketing platform.

I assume that most of the people reading this blog have created a Yahoo PPC campaign before. And you would probably agree with me that making changes to a Yahoo account are pretty tedious and boring. Compared to the agility and ease of use of AdWords Editor (or for that matter, the AdCenter Desktop Beta), Yahoo is light years behind the competition in terms of useful tools for large-scale PPC accounts.

So instead of creating a tool of their own, Yahoo decided to take the easy route and just assume that you are using their competitors tools (which you probably are) and outsource their PPC tool creation to the other guys. I admit that Google has some pretty awesome tools for PPC, but I hardly think that’s an excuse for just rolling over and giving up, especially if you’re one of the web’s largest companies. I guess I can’t really blame Yahoo for phoning it in, though, since their PPC platform is probably on the outs, pending the upcoming Yahoo/Bing merger.

If you are still interested in importing AdWords accounts into Yahoo, you can find instructions here. In the future, I’d recommend having a Google AdWords export handy for all of your PPC campaigns, since it seems like it has become the gold standard for pay per click accounts. I doubt that any of the other providers will be taking away their AdWords import abilities any time soon.

About Shawn Livengood

Shawn Livengood is a search engine marketing professional based in Austin, Texas. He has extensive experience managing pay-per-click ad campaigns for clients in various industries, from small home-based businesses to large international companies. You can connect with Shawn on Google+.
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One Response to Yahoo Plays Catch-Up With Google AdWords Importing

  1. Being fair to Yahoo, they do have a desktop tool for creating campaigns. However, like their web interface I also find it cumbersome, and because it’s written in Adobe Air it tends to be slower compared to the other editors.

    Now if only that import feature tagged the url’s with tracking tags for Google Analytics I’d be happy as a clam :)