In the first 11 chapters we focused on Google AdWords because Google possesses the lion's share of search volume, and many capabilities and features that aren't available from Yahoo! and Bing. This approach also reflects our counsel that you build and optimize your campaigns on Google, and then replicate your campaigns on Yahoo! and Bing.
This chapter compares the advertising interfaces for Google AdWords, Yahoo! Search Marketing (YSM), and Microsoft adCenter. The objectives of this chapter are to help you transfer your AdWords campaigns into YSM and adCenter, and to optimize campaign performance by taking advantage of the strengths of each advertising platform.