All three are pay per click advertising networks, the main difference is who owns them. Some of the other differences are:
- Traffic level – Google’s system is the largest and most heavily trafficked, followed by Yahoo, then MSN. For any given keyword, Google AdWords will generally have about twice as many searches as Yahoo Search Marketing and three times as many as MSN adCenter.
- Cost per click – Google’s system tends to be more expensive per click because there is more competition than on Yahoo and MSN.
- Demographics – Demographics vary slightly as well. Yahoo tends to have a slightly higher percentage of female searchers than Google and MSN. Average incomes and locations vary across networks as well, but only slightly.
- Conversion Rate by Industry – Conversion rates per industry will vary slightly between networks.
Our clients don’t really have to worry about these specifics, however, because we manage every aspect of the campaign for them.