Week 10 Key Differences between Yahoo Search Marketing and Google AdWords

For surfing the materials of web marketing, I've found an article, which is about key differences between Yahoo Search Marketing and Google AdWords. Here is the link:
http://searchengineland.com/key-differences-between-yahoo-search-marketing-google-adwords-11112.php

The author of the article analyzed that there're some key differences between Yahoo Search Marketing and Google AdWords. First, both of them are different on usability issues. It's easier to navigate in Google's interface than in Yahoo's interface, since Yahoo's interface needs more clicking and needs more time to complete account related tasks. For example, advertisers are required to go to each advertisements group to make bid changes, instead of setting unique bids for multiple advertisements groups on one screen. Also, Yahoo takes slightly more time to load then Google, advertisers need to wait when they change pages frequently.

Second, both engines are different on editorial review. In fact, both of them have manual and automatic review processes. Some terms are needed to review manually while some terms can be automatically reviewed. In Yahoo!, depending on search volume and term sensitivity, so terms are manually reviewed. That means, terms are manually reviewed when they are high in search volume and have high impact. And terms are automatically reviewed when they are low in search volume and not very sensitive. Also, there is a key difference that on Google, advertisements go up on Google.com until they're manually reviewed and they're put on the entire Google network. On Yahoo!, advertisements go up on the entire network first and then are manually reviewed.

Third, they also have difference on trademark issues. In Google, in the US, advertisers can bid on trademarked keywords, but they're restricted from using trademarked terms in advertisement text. Whereas Yahoo!, advertisers are not allowed to bid on other companies' URLs or company names, regardless of trademark. However, resellers (affiliates) and non competitive information sites have some exceptions. For resellers, advertisers must be the ones who sell or facilitate the sale of trademarked product or service. For information sites, advertisers must provide substantial information about the trademark owner or its products and services, and can't sell or promote competitors' products or services. (i.e. consumer reports).

In my opinion, these engines play important roles for the marketing on the Internet. The companies and the web owners can choose and consider what engine they will use for accomplishing the purpose of marketing.