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» Paid Search in General » 2008 Wishlist: Universal Adwords Editor for Yahoo Search and MSN AdCenter

2008 Wishlist: Universal Adwords Editor for Yahoo Search and MSN AdCenter

Today, I was thinking. What if a genie suddenly popped out of a bottle of Pawtucket Ale (Family Guy Reference, ~ I love the that show) and he could offer me just one (1) wish with regard to paid search marketing, what would it be? And within 30 seconds, I would have to say a “Universal and Compatible Adwords Editor for Yahoo and MSN. However, all of this wishing is also making me feel like mentioning  one of the most memorable quotes from one of my favorite movies Grumpy Old Men“Well you can wish in one hand and crap in the other, and see which gets filled first!”

Can you imagine the raw efficiency of having that software program? In a post I wrote back in March of 2007, on Li Evan’s blog Search Marketing Gurus, entitled Revenge of the Adwords Editor I discussed some annoying compatibility issues with exporting campaigns into excel and then importing them into the very Beta Panama. Since then, the Yahoo import tools have been a little more forgiving, but I ask the question: “Is anyone out there building a Universal Adwords Editor that will make all of our lives easier without having to spend hours looking at an excel file and/or guessing if the Yahoo 3rd party import tool will work? Since were on the subject, here’s a good article from about Tips on Importing Google campaigns into Yahoo. Anyways, if there is one in production, please reply to this post and I will help you get the word out.

Why Does the Industry Need This?

  • Simplicity: Having the ability to structure simple to the most complex campaign structures in one place and copying them with a click of a button. This would make SEM life much more simpler.
  • Efficiency: Many PPC marketers are required to make many changes to keywords and Ad/creatives daily, weekly and monthly. Imagine the possibilities????
  • Improved Strategies: Personally this is the most important, especially in the sales and launch process. If your job performance revolves around ROAS%, Revenue, Leads or whatever, you will be able to increase the quantity and quality of all multivariate testing, creation of additional campaigns,  and have that all important edge on the competition by launching very time sensitive offers and/or new products/services coming to the market.

In Conclusion:
Again, unless I am totally off the mark, I am unaware of any such software, other than Web Analytics companies such as Omniture who have working PPC interfaces for all engines, but nothing close to the adwords editor. Plus, I have to believe that the AE is more heavily used than any of these analytics programs. Isn’t it about time we simplified our daily lives. At least Google understands us, However, they just make the advertisers/clients pay through the nose for it with increased CPCs, changing algorithms, broad match and the content network.

Filed under: Paid Search in General

20 Responses to "2008 Wishlist: Universal Adwords Editor for Yahoo Search and MSN AdCenter"

  1. Yes! Yes! Yes!
    I’ve been hammering on Yahoo and Microsoft – they both have the bucks to do this – and the impetus (since many advertisers/agencies would spend more on YSM and adCenter if they could migrate AdWords campaigns in those directions).

  2. Joe says:

    I think many of us have spent needless time and energy trying to make sense out of Yahoo’s platform.
    MSN has done a reasonable job at mirroring Google’s report structures and interface, but the time I have to take to import or manipulate accounts in YSM is very counterproductive.
    A union of interfaces -somewhere- could only help the industry.

  3. SearchCap: The Day In Search, January 7, 2008

    Below is what happened in search today, as reported on Search Engine Land and from other places across the web….

  4. katie says:

    I know that Yahoo has a tool that automatically reconfigures “3rd Party” templates (aka Google) for upload. Not quite what you are talking about, but still useful.

  5. Ted Huffman says:

    We’ve written a Yahoo/MSN version of Adwords Editor using a very similar streamlined interface. We use it every day for our agency.
    And just for giggles sake, what would folks be willing to pay? One time, or on an ongoing subscription sort of basis.
    I have to figure that nobody but an agency or software vendor will build this out, and software companies will want to charge % of spend so they can “manage” the account.
    It will happen, but not by Yahoo or MSN. Will have to be a third-party driven application.
    Just curious what the interest is.

  6. Greg Meyers says:

    Ted, myself and I would think thousands of other search marketers would love to hear more about this software tool (as you can see in previous replies to this post) Can you provide us a link to this software? In my personal opinion, I believe this is a huge opportunity. I would be happy to help you get the word out on another post.

  7. Greg Meyers says:

    sorry, myself and others. Yikes, long day!!

  8. Traci S. says:

    Yes, it would be *so* useful to have a Universal AdWords Editor!
    Exporting into Excel and then importing into MSN / Yahoo is a pain in the butt!

  9. sam says:

    I am new to sem but please let me know if this application meets the requirements.

  10. Carefully read the terms of service for the AdWords API, particularly clause III.2.C,
    “Co-Mingling of Campaign Management Data”
    In essence, G forbids any API user from putting the other engines on equal footing with Google.
    I liken that legal clause to the first two biblical commandments. 🙂
    By the API agreement, G may strip API access from users who violate this clause.
    So IMHO I don’t think we’ll see an industry-wide Adwords Editor any time soon — such tools will remain internal to the firms which builds them.
    Cheers —

  11. Greg Meyers says:

    Alan, thanks for the great insight.

  12. I found what you need:
    Although there software is dedicated to agencies, it can definitely fulfill your needs.

  13. Greg Meyers says:

    Alex, thanks for the response. I will look into that.

  14. Marc Poirier says:

    My name is Marc Poirier, I am the president of acquisio. Alex Pelletier is a client, he just notified me of this blog post. We released our editor on Monday this week, it covers Google and Yahoo for now, we’re adding MSN over the next month or so. If anyone would like more info, or wants a demo of the tool, don’t hesitate to ask. We welcome your feedback.

  15. Ace says:

    If you’re managing 100K+ dollars\keywords per month – definitelly Kenshoo Search will be the one for you, with G\Y\M API support.
    Probably the best one out there.
    For small accounts – you have tens of different tools, feel free to shoot me an e-mail if you need a list.

  16. Matt says:

    If you’re an affiliate, you might want to take notice of for tracking sales conversions.
    If you’re not an affiliate then you still want to take notice and check out
    This tool allows you to: Convert Adwords to Yahoo and/or MSN and vice/versa.
    You have to check it out to see what I mean.
    Just thought I’d mention it.

  17. Matt says:

    If you’re an affiliate, you might want to take notice of for tracking sales conversions.
    If you’re not an affiliate then you still want to take notice and check out
    This tool allows you to: Convert Adwords to Yahoo and/or MSN and vice/versa.
    You have to check it out to see what I mean.
    Just thought I’d mention it.

  18. Sarah says:

    Do not use Acqiusio. You have to reimport each INDIVIDUAL campaign anytime you want updates, and the data is oftentimes incorrect.

  19. Kevin says:

    Just used the new MSN adCenter Desktop to bulk change some targeting settings. What once took me hours now just takes 1 min!
    Now all I need is Yahoo to come through. Maybe that is something the new CEO can push.

  20. Good news everybody. My new startup is in the process of developing this tool as we speak! I’ll keep you updated as soon as it is ready to go.
    Just to get some immediate feedback, would you all prefer that it is a subscription, web based tool that you can use anywhere, or a desktop application?