wheel.JPGWhy doesn’t Yahoo and MSN get it? Both, Yahoo Search Marketing and MSN adCenter are unwieldy when it comes to quick, on the fly management of your accounts.

I suppose Yahoo has a leg up, because you can at least do a spreadsheet download, make your changes, and reload. MSN has little or no account level override management ability. It seems most things are at the adgroup level, which is a real pain when you want to make an adjustment across the board, and only have over 50 adgroups to work your way through, one at a time. Ask anyone that manages PPC accounts, and most would say without hesitation that Google is absolutely the easiest and best. So why does everyone reinvent the wheel?

At least Ask.com didn’t try – they chose to license LookSmart’s ancient technology, and are paying the price for it.